One key factor to keeping customers happy is attention to detail. This is an easy thing to miss sometimes, but makes a very big impact and lasting impression to customers. If attention to detail is missed, a seemingly great interaction can turn sour in the customer eyes. You can have a great product, at a competitive price that people like, but if something small is missed in the delivery of the product, they are left wanting.
A good example from a fast food company I visited recently. I customarily wear nice clothes to work each day. I decided that I wanted to have a breakfast sandwich and pulled up to the drive in. The order was taken quickly and accurately. Money was exchanged effectively, I got my meal nice and quickly. The entire process took less than 2 minutes. I took out the food and started eating the greasy potato's. I then realized that there were no napkins included in the bag, which poses a problem of how to clean my hands without ruining my clothes. A great interaction is now relegated to an OK one. I ended up using the bag that the food came in to clean my hands off enough to get out of the car and into the office so I could clean up properly.
What are some ways to keep omission of details from ruining a customer interaction?
- Up to date records - This is a simple step performed at the beginning of an interaction with a customer.
- Documentation - a simple check list for complex interactions will insure that all items are finished prior to closing it.
- Process - Having a way to identify gaps that could be filled with documentation or training.
- Training - Having well trained customer service reps that know the process that should be followed.
- Motivation - Keeping customer service reps motivated and in good spirits.
- Monitoring - Keep track of complaints in a manner that allows for traceability back to the source of the issues. The root cause could be an employee, lack of documentation or something new and surprising. Without monitoring there will never be any detail awareness that this issue occurs.
There is not any one single magic solution to getting all the details correct for every customer interaction. A key way to mitigate it is to have a focus on customer service and attention to detail from Management all the way down to the entry level employee.
This is my first blog at my new blog site hosted by Google.
Lance Caven
LanceC19@gmail.com