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

The direct consequences of poor customer service are:

  • More than 70% of buyers abandon the business;
  • Only 4% of dissatisfied clients take time to give feedback;
  • Only a 5% chance to sell to new customers;
  • It takes 12 happy clients to compensate for 1 unhappy client;
  • Unhappy buyers spread the word 2 times faster.

Customer experience is more important than quality and price. Companies that started to invest in the customer experience managed to increase their client retention rate by 40%, meaning that it was easier to keep the old clients and increase the number of new ones. Also, customer satisfaction grew over 30%, triggering another 30% rise in sales. Thus, companies that prepare to deliver the right client service have a higher rate of success. Customer service, as a concept, promises an improvement in the business world for both companies and clients.

However, business owners might wonder where to start when building the right customer service.

Customer service is a process that works on three wheels: management, employees, and clients (or, more specifically, customers’ feedback). Building a successful company requires dedication and flexibility at all levels. Contrary to the typical manager’s belief, a successful business doesn’t start from the employees, but actually from the management level. In order to understand the priorities of client service, we will look at each of the three levels and define a trajectory of changes that a company must undergo in order to ensure excellent customer care.

Top Priority: The Right Management

Before complaining about the poor performance of employees, business owners should take a look at the company’s managers. Managers are the leaders of complex processes inside the company. They influence a company’s culture through their personality, attitude and knowledge. When a manager behaves in a certain way, he gives an example for the lower-level employees; therefore, it is crucial to hire the best people for management level positions. There is a particular skillset that a manager must possess to guarantee a flawless organizational process. By taking a look at this set of skills, we will understand how a manager’s abilities impact customer service, thus making the management level a top priority in delivering excellent client service.

Management’s Core Skills for Customer Service

1. Leadership

Leadership has been widely discussed over the years as an important skill for any team representative. Whether it is politics, community or business, leaders set a future plan that set a future plan to drive progress. However, in business, leaders set the plan and then guide all the pieces of the company, including low-level employees, to respect the plan. Leadership in business requires creativity, expertise and trust. A manager needs to be creative because a business includes people, and people are such a rapidly changing factor that only through creativity can a company accurately guess and fulfill its customers’ needs.

Expertise is a must, as well, because managers lead the business processes. If they don’t know what to do or how to do it, the whole company does things wrong. Imagine hundreds of domino pieces set up in rows; when one falls, it sets off a chain reaction until all the pieces have fallen – the manager is that first domino piece.

Besides being a great and informed leader, a manager also should build up relationships within the company. Relationships among the staff are built on trust and transparency, or at least that’s how they should be. A manager should inspire trust so he or she can motivate and encourage low-level employees to deliver high-quality work and excellent customer service.

In business, leadership is an attitude. It is a positive attitude focused on development and improvement. It is an attitude that inspires. However, it is not the only attribute a manager uses in order to create a successful customer service environment.