In today's market, the most important competitive advantage is the business’s focus on customer requirements. That is why the customer service system and the development of appropriate standards of consumer service are the key links in building a successful business. The introduction of common standards is the key to quality customer service. A properly created set of corporate rules provides your company with a positive image and increases the loyalty of your consumers.
Under the general customer service standards for your company, there should be a list of official documents. Together, this documentation is regulated by the rules of interaction with the consumer. Standards can determine the types of behavior necessary in different problematic situations, and the solutions to those problems. In addition, common criteria help to clarify quality of service criteria for personnel. Customer service standards are an integral part of the overall efficiency of an enterprise.
Basic customer service standards
Only a professional approach to service provides consumers with confidence. The introduction of new standards of customer service is a process of adaptation by the working personnel and their involvement in effective interaction with clients at various levels. However, current practice shows that regulatory principles are ineffective without an appropriate system of personnel motivation. Since customer service standards are directly related to professional assessment and staff training, motivation is a mandatory component of the structuring of the corporate standards.
The normative document regulating the procedure of interaction with clients should include the following items:
- Regulation of telephone communications;
- Rules of interaction with the customer at different stages;
- The corporate policy in the area of customer service;
- Appearance and corporate standards of employee conduct;
- Regulation of interaction with consumers in uncommon situations, etc.
Among the major faults in the introduction of new standards is a lack of specificity and vague wording. This can cause low efficiency of the implemented criteria and of the whole service system.
The development process of new customer service standards requires a serious and comprehensive approach. It is important to consider all stages of interaction with a potential consumer, taking into account the specifics of your company's sales. Ideally, you should obtain the help of qualified professionals. The involvement of external consultants allows us to look at the business processes clearly and to identify problematic areas.
To succeed in building an effective customer service system, you need to focus on the following components:
- The essence of the implemented standards and customer focus;
- Quality of implementation and the extent of the practical application of standards.
It isn’t sufficient to simply develop the correct standards; it is important to bring this information to the staff. For effective implementation and consolidation of staff skills, a variety of tools including training sessions must be used. If the staff has not learned the mechanism of interaction with customers in various situations, your standards will not work. You have to constantly monitor the impact of the behavior of personnel on the commercial activity of the company. It is the only way you will be able to implement new standards and to motivate employees to adhere to them.