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

Buyers expect professional service, and companies need to prepare employees in the relevant business praxis. Line employees, just as much as top levels, have to acquire customer care skills and focused expertise. This means that a receptionist nowadays must be familiar with computer use, basic accounting, files, and data recording, managing the cleaning staff, and answering the phone. Regarding customer care skills, a receptionist should be able to multi-task, receive clients with a positive and polite attitude, and delegate staff to solve technical issues.

To grasp the complexity of all the duties required to satisfy clients, you can take a look at any job description. You will observe that most, if not all job descriptions include “resolve customer complaints” or “answer clients’ questions, and provide information on procedures or policies.” Since any line employee has to answer questions and solve client issues, all employees must be properly trained and educated in their particular business niche.

Buyers have pushed for more than just institutional education. A good customer care protocol requires, first and foremost, specialization. In the previous chapter, we mentioned the fact that clients have some voiced demands of employees and companies. One of the demands was that employees provide coherent and practical solutions for clients’ issues. How can an employee offer viable solutions without the proper knowledge or skills? Of course, a company that doesn’t provide complete and detailed training to employees will run a higher risk of disappointed customers. Without proper business praxis, the employee won’t be able to provide the necessary information or solutions, and this can only harm the quality of the company’s services.

Recent studies show that only 56% of companies consider employee training necessary for the success of the business, and even those 56% don’t offer real opportunities to employees. Furthermore, 38% of managers believe their training programs meet the needs of the employees, but only 12% of employees use the skills they learned in the training programs. These statistics show the sad reality of the global business environment. They also show how important it is to invest in employee training and score high customer care ratings.

Companies should be aware that as a new client request appears, a new employee specialization is born; keeping up with these changes will ensure the success of the business.

Today’s market is international, so many companies open offices in foreign countries. Each city holds a diversity of nations, as there are often foreigners living or studying in these cities. Companies need to hire employees that know more than one language so they can talk with foreign clients. This is an example of how a new skill is needed to reach out to customers.

Another clear example is the companies providing international transportation. The Emirates Airline owns a website tailored for international use. As you enter the website, you have the option to select your own country and language, and the website accordingly shows up in that language.

As a test, we pretended to be from Belgium, and we had the option to select French or English. We selected French as a test. The whole website menu changed to French, as well as the articles written on the airline’s blog and the traveling options.

Clients require an international interface because the borders of the market don’t exist anymore, so people from different countries, speaking different languages, need access to airline companies. A well-done customer service system guarantees a great experience from anywhere in the world. Additionally, it makes sure clients can connect with the company’s services in their own language. In this way, the company shows a willingness to adapt to customers’ particularities and respect differences in language and culture. Clients feel welcomed and treated equally regardless of origin and spoken language.