V. Regular Revision of Customer Service Standards
Since the customer service standards implementation is a continuous process, the company has to keep a close eye on the feedback it receives from internal and external sources. The dynamics of business dynamics are constantly changing, so the service standard that was the best last year might be inefficient and overrated this year. Thus, it’s crucial to maintain a flexible and innovative business culture that can regroup quickly after each change.
How to keep customer service standards fresh
a. Control and revision of policies’ efficiency
The implementation of customer service standards goes hand in hand with the measurement of its efficiency. Professional and comprehensive tools should be used to measure the short-term and long-term impact of the company’s policies and standards. When a flaw is detected, the business processes need to be flexible and creative as to provide a solution in due time. Since the new solution has to be implemented and measured, too, the company’s structure should be able to move fast.
b. Reviews of customer feedback and complaints
Each company must have a department dedicated to analyzing customer feedback. Keeping a close eye on internal and external client complaints helps identify changes in consumer behaviors quickly. It also contributes to creating accurate business protocols that respect the clients’ requirements. We mentioned before that a negative review is, at times, far more precious than a positive one and that it takes 12 positive pieces of feedback to compensate for one unsatisfied client. Therefore, a successful company can deliver excellent customer service only if it gives special consideration to the negative reviews of current or former clients, internal or external.
c. Screening the competitors’ work and reputation
Looking outside to the neighbor’s courtyard is as relevant as looking inside the company’s structure. Scouting or analyzing the services provided by other business in the industry and its subsectors helps gain more information about the consumers. It also provides precious insight into which services work and which protocols fail to meet customer demands. Learning by example is the method of smart and successful companies. When you see a competitor’s service receiving bad reviews, you have the opportunity to quickly improve your services before reaching out to dissatisfied clients. However, when you spot a successful service, you don’t have to copy it. Try to innovate and add personal value in order to convert the competitor’s customers to your business.
d. Listening to feedback from personnel
In order to improve business processes and customer service standards, one has to look inside. Ensure a working environment that accepts open discussions and sincere feedback. You’ll win a lot from hearing your current employees’ opinions. Do they want a raise? Why do they think they need that raise? Most employees that ask for a raise feel they are being treated unfairly. This means that for some reason your work keeps overloading them, and the employee doesn’t have the resources and tools to manage that overload. Overloaded work might also mean that customers are displeased with the products, so the complaints increase and the investment does not obtain the expected results.
Moreover, you can gain a lot from listening to the feedback of past employees. You can learn about dysfunctional business processes that you weren’t even aware of or find out about the quality of services you offer. When you gather feedback from past, present and potential personnel, you discover how to update your customer service standards to fit more personality types and different expectations.
e. Regular additional trainings for personnel
Use the information obtained through personnel feedback to design new, extensive training programs that can update and improve the customer service standards at all levels. Providing additional trainings for personnel also strengthens the bond between the company and the employees. Employees feel more involved and taken care of, and the company wins long-time, loyal and professional personnel. It creates a win-win situation inside the company that also positively affects client satisfaction by being able to offer more specialized, faster services.
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