What is your focus when it comes to customer service?
Book the call? Get the sale? Get the money? Or, WOW the customer?
I worry that too many companies in our industry are too focused on pricing and profits and not enough on experience and service. We know that booking the call, getting the sale, and making money are important – without them, you have no business. But, those things come as a byproduct of creating a world-class experience for your customers.
With giants like Amazon and Google creeping into our industry, taking advantage of our margins and changing the way people interact with our companies, we must be focused on creating an experience that customers fall in love with. We must make it about more than just price, brand, and quality of equipment or service.
So, now, let's dive into HOW. How do you empower your team to create a world-class customer experience repeatedly, ensuring that your CSRs' last phone call of the day sounds as good as the first of the day, or that your technicians' last appointment is as extraordinary as their first?
Principles that Create Autonomy
You need to start by adopting a set of principles for your team to embrace, then train your team to act autonomously in accordance with those principles. In this way, you are not only giving them an end goal (WOW the customer), you are providing parameters within which they can know how to achieve that goal.
Principles guide your team to action, but also provide them with flexibility to determine their actions based on the situation they find themselves in. Here, I will give you eight master principles which we refer to as the Pattern for Excellence. These principles can be applied in all situations and will empower your team to act autonomously to create a WOW experience for your customers. The principles of the Pattern for Excellence are:
Put Principles to Action
When your team follows a pattern of principles like the Pattern for Excellence in all their interactions, they will WOW your customers. They will become more autonomous, and they will begin to focus more on the experience your customers have than the money your company is making. Make your focus on customer experience – not just booking the call and getting the sale.
ABOUT THE AUTHOR
Brigham Dickinson is president and founder of Power Selling Pros, a leading coaching and training firm dedicated to teaching businesses to wow more customers. Brigham started Power Selling Pros when he saw that call handlers needed assistance consistently converting calls to bookings. As a result, Brigham answered the need by creating the Pattern For Excellence, a sequence of principles that guides call handlers through all stages of a call, from greeting to closure. Since 2009, Power Selling Pros’ growth comes through referrals alone, thanks to the proven call-handling process and their high level of customer satisfaction.