Customer Care as Key Element of Business and Career Triumph
Where Success Begins
Atton Institute unique and highly useful book

Why are customer care skills so important?

“You walk into a retail store, whatever it is, and if there’s a sense of entertainment and excitement and electricity, you want to be there. “

Howard Schultz

Training employees in these customer care skills improve the overall atmosphere at work. This happens because each employee has more chances of performing well and being satisfied at the workplace. Satisfied employees with the right attitude create the work atmosphere that Howard Schultz, the CEO of Starbucks, defined in the above quote. If, as a buyer, you enter a shop, company or any store and you see employees smiling, being energetic and positive, you want to stay with that business. An entertaining and exciting workplace attracts customers because they feel comfortable, secure and part of a friendly environment.

The feeling that the employees transmit to the clients is exactly why customer care skills are so important.

A properly trained employee, one who possesses the eight basic customer care skills, will deliver the company’s services in a positive and respectful manner; therefore, the client will have an excellent experience.

Training employees in customer care skills benefit the company, the employee and the client, as well. The company will win more loyal clients, the employees will experience improved work performance, and the clients will be happy. Customer care skills are also important for getting feedback and using that feedback to develop a business and as a group of employees.

Customer care skills have become more and more important as clients become more demanding. Whereas in the past, the clients’ concerns were focused on attractive and high-quality products, in the present, buyers are also attentive as to how they are treated by the employees of a company. This change in consumer behavior has pushed for well-developed customer care education – that is, the training provided by companies on interpersonal interaction as well as the systematic education provided by public institutions.

How customer care pushed for higher education

In the past, the employee we referred to at the beginning of the chapter as a “jack of all trades” had no actual education requirement. As long as this employee was willing to work for regular pay, it was mostly about availability and dedication to work. However, as production increased and customers’ demands became more intense, the employee also needed to acquire a new set of skills and knowledge to help him work. Some new tasks became impossible because the employee had no idea what to do.

Therefore, business owners began to hire employees directly from the benches of schools. In a retail store, for example, business owners needed an educated accountant who would be able to keep the books in order. They also needed a manager who was aware of proper organization. The salary for educated personnel was higher than the income of common people. The higher the education, the higher the pay – this process encouraged people to pursue business degrees and specialized education.

Since higher education is usually required at the management levels, line employees don’t need university degrees; however, they need professional education or business specialization related trainings. High school is probably the minimum required graduation level all over the globe, but besides this, line employees have to prove their skills through profession certificates. Profession certificates are required mostly by the heavy industry companies like transportation (drivers), constructions (site workers), front office (receptionists), and medical (nurses or caregivers); these business sectors are also the most customer-exposed markets.