Customer Centricity: Begin With Customer Service

One of the basic tenets of Customer Centricity is service. Why? Service is taking action to take care of someone else. More importantly, it is taking action to create value for someone else (Ron Kaufman). It is how one adds value to others and in the process, gains more of himself. In most cases (though not on purpose), people feel good about providing others a service, as doing so naturally entails a positive feeling within themselves. In essence, service is a spirit of altruism. It is not just a procedure to follow, but a mindset of purposeful engagement and proactive communication that leads to a productive behaviour.

Let us define Customer Service.

Wikipedia defines Customer Service as the act of taking care of the customers’ needs by providing and delivering professional, helpful, high quality service, and assistance before, during, and after his/her requirements are met. One of my favorite Customer Service (CX) gurus, Michael Falcon, defines it as “an action within an entire customer experience; and to achieve an excellent experience, every touchpoint from beginning to end must be exceptional.” Take note that this definition of Customer Service gives rise to its particular ingredient, “touchpoint,” which means, every point of contact with a customer (face to face, phone calls, emails, ticket logs, etc).

On the other hand, Turban (2002), defines Customer Service as “a series of activities designed to enhance the level of customer satisfaction — that is, the feeling that a product or service has met the customer’s expectation.”

Apparently in these concepts given by the experts, common factors in Customer Service surface: action/delivery, care, and meeting customers’ needs. In addition, there is frequent usage of superlatives such as exceptional, excellent, highest quality, and the like.

In a nutshell, Customer Service is any action on all customer touchpoints, where we deliver our knowledge and abilities to customers to meet their needs and expectation in an excellent way. It is a cornerstone to a customer experience (CX) strategy. It is a balance of commendable acts between delivering service (which includes best practices and agent experience) and satisfying customers at a cost. It is about how an organization delivers its products or services in the most humanly satisfying manner, as pleasurable as possible.

What kind of service is needed then? Answer: we need superior service be delivered at any touchpoint, for “Good is no longer good enough.” To quote Ron Kaufman once more, “What was good enough for yesterday, isn’t good enough for today. What’s good enough for today, won’t be good enough for tomorrow.” This is so because of the fast-changing business world. It is very important to keep climbing the ladder of service level to keep up with the competitive environment. Being close to your customers and really anticipating their needs as even their wants and needs also change quickly. “The business world is always unpredictable,” as they say it. This gives us more reason to get even closer and know our customers even better.

With standards ever rising, how then do we give great or superior service? As mentioned, there should surely be a balance of sterling performances between the product (technical or otherwise) and experience (relationship aspect of our customer interactions). On top of this, we must make our customers a priority. One critical component of Customer Centricity is a customer-focused mindset (or for some people, “customer-first mindset”). Focus on them as people and not an issue to create a satisfying human experience. Superior/excellent customer service may not only result to Customer Satisfaction alone but more so, Customer Loyalty — the ultimate reward of Customer Centricity. Without a question, top-notch service creates loyalty and a returning customer, which is all our aim in business.

According to Mohandas Gandhi, “The best way to find yourself is to lose yourself in the service of others.” This dictum is the foundation of any customer service definition and execution. We define service as any action taken to take care of someone. Hence, customer service should be executed in a way that takes care of our customers- whether internal or external. The truth is everyone in your business environment is your customer (they are your internal customers) and your external customers are t

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Making Customer Service Effective in the Digital Age

What is Customer Service?

Customer service is an elaborate and interactive process of understanding a customer and fulfilment of his needs as per the company’s resources, capacity and capability for the product sold or service delivered. In this context, the customer’s expectation starts from the time he has purchased the product or subscribed or hired the services. Therefore, customer service is an end-to-end process which begins from the time of sale till the end of life cycle of a product or the service or its usability to the customer. Thus, this concept originates with the customer and ends with the customer.

Synonyms of customer service: customer support, helpdesk, service centre, customer care, troubleshooting team, client service, after sales service, customer helpline.

Customer service is a part and parcel of every organization. For any company to sustain and grow, their focus and efforts have to be channelized towards creation of good customer service team.

Good customer service should aim towards enabling the following:
- Long-time Customer retention
- Loyalty towards Company’s products and services
- This in turn should build a customer’s trust toward the brand
- Enhancing product effectiveness and its value among the competitors
- Translating to higher sales thereby impacting overall revenues positively (due to same customer buying products or services repeatedly or recommending them to his family and friends)
- Resulting in Company saving its cost of customer acquisition on account of customer churn (which is almost 5 times more expensive)
- Strengthening a positive word of mouth and increasing Company’s goodwill and equity
- Leading to less expenditure on advertising, promotion and marketing activities

So, all these efforts will ultimately lead to company’s prosperity and increased market share which is beneficial for its employees and vendors and its longevity.

Nevertheless, an unhappy customer is an opportunity and the company should never lose out on insightful experience through the customer’s feedback to analyse the root cause of the problem that led to poor customer experience. Further, the company should invest time in reviewing their current working mechanism, getting into process reorientation, improving their product or service, it’s features or offers, grooming and training the staff or bridging any gaps that exist as per the customer inputs.

Customer Service Representative, his qualities and the different channels:
Customer service representatives (cse) are the actual brand ambassador for any company since a customer interacts with them on phone, through on-line chat, on company’s website or portal, on e-mail, social media and on-line forums, face to face interaction at service center.

A CSE should therefore:
- Speak to the customer politely
- Listen to him
- Give him respect
- Understand his need or concern
- Empathise
- Finally, most importantly, provide solution or an alternative as per his problem or requirement.

Being polite and humble without resolving customer’s query won’t help. Similarly, giving solution but in a rude tone will also back fire. It’s a viscous circle of expectations. Customer wants everything – politeness, empathy and solution. And he is right as he has paid for the product or the service. Customer is always right and is the king.

A Company has to:
- Keep their CSE motivated.
- They should be trained well in product and soft skills
- They should be able to communicate well with the customer
- Have patience, take ownership and work towards providing resolution to the customer.

Every organization contributes in some way or the other by working for its customers – it could be a B to B (Business) model or a B to C (Customer) model. In the long run, to accomplish its goals, every organization should align customer centricity to its vision and organizational strategy. This is an aspect no Company can afford to miss even a PSU or a Government organization.

Guide to great customer service is extremely simple:
- Remember, it is important to build a good rapport or connect with the customer
- Have qualitative interactions with him
- An intent to solve his problem no matter what.
- Smile while talking to the customer.
- Acknowledge the fact that most of the customers prefer human interaction more than communicating with machines. So, treat the customer the way you would like a service provider to treat you.

Different industries could have different levels of customer engagement as per their business and could have different ways to assess or measure their customer satisfaction.

Customer needs could be different for retail industry with regards to telecom, utilities, logistics, financial, outsourcing, government, healthcare, media, manufacturing, IT, real estate, service industry and so on.

Background of Customer Service: The concept of customer service is as old as early 1800s and it all started with the industrial revolution where products were designed and manufactured as per customer’s needs. However, since then, as we have noticed, customer’s behaviour has been dynamic, unpredictable and influenced by numerous factors, that’s why it is never consistent and is changing even faster than a stock market. Dealing with customers is challenging most of the time as it is like solving a jig saw puzzle every time.

Problems faced in Customer Service due to:
1. Limited authority with each service channel
2. Communication barrier between the customer and the CSE
3. Resolution being awaited from the concerned person/ team
4. Every customer’s problem is unique and expectations could vary to a different degree
5. Less staff available to cater to customers (due to leave, absenteeism, attrition) leading to high pressure
6. Technical or unknown issue (with no timelines or alternative available)
7. Company policy that acts as a hindrance sometimes
8. Lack of knowledge or skill
9. Customer reluctance to accept a resolution
10. Competition leading to higher expectations

How do we gauge effectiveness of customer service?
1. On-line surveys (as part of CSAT tool) as a part of buying a product (mostly asking to rate customer’s experience on E-commerce websites). CSAT is Customer Satisfaction.
2. Surveys at IVR (Interactive Voice Response) as part of CSAT tool
3. Mystery Shopping by posing as a customer
4. Live and remote monitoring of customer interactions (random sampling) and evaluating the quality of each interaction
5. Feedback calls, SMS, e-mails or IVR calls made to the customers to confirm if their query / concern was resolved or not
6. Analysing and taking action basis customer feedback on Website, Social media, Customer Portal
7. Assessing customer’s behaviour towards the brand, its products and services by applying Business Intelligence, Data analytics, Search Engine Optimization and other techniques.

What is CSAT?
Customer Satisfaction Survey is a powerful tool shared by the Service provider with the customer after he has had an interaction with the Customer service representative to rate his experience along with rating on service related parameters including resolution of his problem. This tool is a Voice of Customer that provides an insight on customer’s experience, whether it was as per his expectations and anything that was lacking or could have been done better. For most of the companies, CSAT is linked to the performance ratings of the employees and it impacts their annual bonus and increments. Why not CSAT rating impact everyone in the organization as every employee is expected to do his bit that contributes or adds value to customer’s experience? Thought to ponder.

With digitization, things have completely changed and the transition phase has emerged. Thanks to the changing technology and other strong factors:
1. Customers have become very demanding and so have their expectations increased with ease of technology. They want to control everything through the click of an app. They don’t want to waste their valuable time visiting a Store or a Service Center waiting for their turn unless it is unavoidable. They don’t want to call up the Call Center, wait in the queue and then talk to people who behave like robots reading a script and not as human interface.
2. There is whole lot of competition, which has given world numerous options available online as well as offline and that too cost effective ones. While there is a Big Basket for every Grofer. There is OYO rooms for every Make My Trip and Yatra. There is Amazon for every Flipkart and Snapdeal. There is Ola for every Uber. There is Zomato for every Swiggy and Food Panda and the race is endless. There is a Big Bazaar for every Reliance Fresh. There is a Chroma for every Reliance Digital, and there is a Jio for every Vodafone, Idea and Airtel.
3. With VCs and new investors coming from rest of the world, the business landscape has evolved and grown multiple folds adding to everyone’s benefit including income.
4. Next is obviously, people’s incomes (including disposal incomes) have increased along with the lifestyle. Luxuries have becomes necessities in today’s universe.
5. Government policies inviting foreign funds, FDIs, have been favourable for creating a business friendly and investor friendly climate.
6. Start-up Culture, Tech Parks have been a big hit.
7. Mergers and acquisitions have become a norm of the day.

Thus, technology has bombarded our day-to-day life. Daily Routine has been adapted as per the smart phone and what what’s app demands. Social media has transformed our life completely. Posts on FB, Twitter, and Instagram are dearer than real life friends.

So, if the personal and professional life has transitioned at such a rapid pace in the new millennium and in the last 10 years to be precise, the customer is justified in demanding excellent customer service with better reachability rates.

Sad but true, we are still missing out on several basic and important things that a customer in digital era will need even though he might be the most tech savvy person on this earth.
1. Most of the product Companies and Service providers are lacking in providing personalized services to every customer customized especially keeping his needs in mind. This is a challenge with hundreds of downloads happening every day for most of the Companies.
2. Deciding on the most suitable and preferred blend of touch points or channels of communications available to a customer 24 by 7. A company just cannot rely on FAQs provided on its app for all its customers. Or running analytics engine might not be sufficient for analysing his behaviour. A mere e-mail survey might not gather complete feedback about customer experience. All channels are equally important at different times and for different reasons and for different customers. A farmer using services might still prefer to visit a Service Centre personally while a person whose internet pack is over might just call up the Call Centre.
3. Even Robotics, Machine learning, Artificial intelligence and Chatbot has limitations and cannot answer everything or replace human interactions. Let’s keep that factor in mind. However, in most of the Call Centers, CSEs have a very limited role acting like robots following a script blindly.
4. A help menu inbuilt in an app is a basic necessity but is the organization smart and prompt enough to swiftly engage with the customer on any dissatisfaction or mishappening reported in the app?
5. Is every CSAT survey being looked carefully to arrive at some conclusion? Who takes the ownership and why?
6. Are service commitments still being offered? How often does the Company engage with its customers and to what extent?
7. How about customer education not only about new offers and schemes but also guiding a customer what plan should be appropriate as per his last one year’s expenses or usage?
8. Time to stop and think. With Big Data analytics, internet of things, is the company’s quality of interactions getting improved or deteriorated? How does the customer satisfaction graph look like? How about the turnaround time for resolving a ticket on their Portal or app?
9. How about collaboration with the customer in making their app more useful and customer friendly? Inviting customer’s feedback and suggestions from improvement and not just triggering a request to the customer to follow on FB, Twitter? Ensuring speed, agility, updation of question bank, posting customer ratings + reviews, checking app and portal’s feedback and suggestions on regular basis?
10. How about ensuring adherence to code of conduct and ethical dealing with critical pointers being followed as a mandate: no data leakage, privacy breach, sharing of data with the third party?
11. Keeping the Customer Service employees motivated as happy employees will keep customers happy.
12. Challenge of retaining the customer and building loyalty. With a better offer, each day customer switches to a different Service provider.

Examples where services could improve (though their app is user friendly but few requests where customers cannot rely on app alone)
1. Paytm: For completing KYC (Know Your Customer) process, customer has to visit either the nearest store or paytm person visits the customer for fulfilling the process requirements. These guys seems untrained, lacks helpful attitude and professionalism. Company here lacks setting expectations and training its customer service staff.
2. Ola/ Uber: Their app and Call Center is extremely good. However, since they rely on a third party, sometimes, the cab is not clean, the driver talks rudely or does not follow route shown in maps or comes late for pick -up. In such cases, Cab Companies should have extremely stringent audits and regular checks to catch hold of defaulters.
3. Amazon/ Flipkart: They rely on third party courriers for more than 40% of their consignments and these courier persons give false commitments which leads to delays often. And no one takes ownership of such delays or miss outs.

No matter what the channel of communication is, what customer want?
A. Provide Mobile Access That Simplifies Their Tasks. Customers want and need information.
B. Take Responsibility For Your Business And Its Actions. Yo

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Customer Service: How Can I Build a Good Relationship With My Customer?

We’ve heard the term “customer service” for quite some time now. Ever wondered what it really means? Its more than just a department. It’s how you market yourself in a way that will give you more customers and better client retention if done the right way. Your attitude towards your customers is extremely essential. The service and goodwill you bring to the table determines your mettle as an entrepreneur and as a company. Every client of yours must get attention, recognition, and understanding at all times. Each and every person you come in contact with should be made to feel like they are very important to you and their opinions matter.

These things may seem small but are truly the base of customer service. It’s also about how you put your product out in the market. In other words, the way you handle your branding. A good brand sets the standard of your products really high in the outside world. It aids in managing customer expectations. For instance, if you mention Burger King, many people imagine a burger with some french-fries. But when you say Adidas, people will think of sports gears and sport related equipment. This entails that individuals know what to expect even before they set their foot in the store or log on to your company website.

Balancing Expectations

Customer service is also about expectations. Customers expect certain standards with regards to their purchases of your product. After-sales-service is one criteria that creates a bad impression on consumers if not taken seriously. When people purchase your product they expect it to deliver. They’ve put in their hard-earned money and invested in a product that’s been manufactured or promoted by you. Thus, they expect the product to be durable and efficient. If that happens, they are content with the services and perceive it as satisfactory. For some reason, if you aren’t in par with their expectations, then they perceive this experience as not satisfactory. This goes to prove that managing your customer’s expectations is of utmost significance. It doesn’t matter if you are polite, friendly and empathetic towards them. If they don’t get what they want, they deem this as ‘poor customer service’.

Managing Challenges

How you manage problems in customer service is also considered extremely substantial. Not all days are same and things do go wrong once in a while. You can’t shut shop due to these minor road-blocks. People running an enterprise are adults and accepting mistakes is what responsible adults do. So, if you are having a rough day at office, would you let that affect your relationship with your customers? Absolutely not! Put yourself in your customer’s position and see what it feels like to be a consumer who has valid complaints. You would want your voice to be heard. Your frustration and anger is justifiable. However, if someone from customer service attends to you and finds an alternative to your problem, you’d be elated. That’s exactly what you have to do when consumers come up with genuine complaints. Find quick solutions and make life easy for your shoppers.

Be Well-Mannered

All of us like to be treated in a polite and humane manner. Your customers feel the same. You need to be careful because many times we may displace our negative emotions when talking to customers that make matters worse. Think of a day when your boss may have brushed you off as he was very busy with an important presentation for a client. You must have felt insulted and ignored. Realize this that it takes just one time to turn consumers away. Once they leave, they aren’t coming back. Thanks to your insensitive remark or a subtle smirk.

Use Simple Language

In the corporate world, people use terminologies that are difficult for consumers to comprehend. Some in the form of acronyms such as ETA (expected time of arrival/action) BAU (business as usual), CTA (call to action) or CSR (customer service representative). You have to understand that not all your customers will understand these jargons, so it’s best to speak to them in simple and courteous language.
Let’s now look at ways you can build a good relationship with your customers.

Take Their Opinion

Customers can make or break you and your brand. And for that reason, their opinion matters. So, be it print, social media, survey or phone, ask them for their feedback of your product. Talk to them about the what they want. Discuss any shortcomings in the product you’ve just launched. Enquire about things they don’t want. You can get connect with them through comment cards, feedback sheets, testimonials, product reviews and much more. Take some time out and respond to grievances. When a customer has emailed you, it only means they are serious about your product or brand. This should motivate you to reach out to them and put an end to all their concerns. Try not to assume that you know what your customer really wants. Let the consumer do most of the talking as this will give you valuable information about your product and what went wrong.

Train Every Department in Customer Service

You need to train all your staff members when it comes to customer service. When consumers are flipping out they want their issues to be solved at any cost. Making them dance around from one department to another can further aggravate matters. Directing them to employees who cannot help them will upset them more. For this very reason, you can offer customer service training to all departments. And once they get a hang of it, continue to guide and train them in this arena. Role-play situations often helps in assisting your employees as they encounter both easy and difficult service instances. With this you also get to see which person remains calm and composed when confronted with a difficult buyer.

Be Aware of Your Body Language

A lot of people are right in certain situations and can tell if they are being liked or not. Consciously or unconsciously they can gauge as to how you feel about them. Your posture can speak volumes about yourself. Therefore, always greet customers with a smile. You may be having a rough day at home or you haven’t slept well the previous night. All those concerns shouldn’t show on your face. Keep your legs and arms uncrossed and make eye contact. These are good ways to make sure your customers remember your interaction with them. Every customer is unique with different set of complaints or concerns. Thus, they must be treated with utmost humility and respect. No matter how irritating the customer may be, you cannot get disrespectful or use profanity.

Reward Customers

If you want to have a long-term relation with your customers, you need to make them feel extra special. What are you doing from your end to make sure people come again for your product or services? Give them something they will remember when they come to your store. It doesn’t have to be something extravagant. But small gestures like a free coupon for their next purchase, or a thank you note can brighten up their spirits. It doesn’t have to be something tangible at all times. You can also give them some insights about the product that they have just purchased from your store. And inform them about the next annual sale before it is officially announced. These small actions leave an ever-lasting impact on your customers and makes them feel valued.

Get a Mystery Shopper

Bring someone who can pose as a consumer. Let the person strike a conversation with real customers about your products. What they like and what they don’t about your products. This will give you the real picture of how your customers really feel about your brand. Let the mystery shopper ask for feedback and ways you can improve at this juncture. You need to study every complaint and compliment as it will help you plan your next move.

Pay Attention to Service

Always greet your customers by name, if you can. Have a firm handshake as that’s the sign of confidence. Giving them service that feels personal will only help in retaining customers. Thank them for their interest in your product and try to explain everything you know pertaining to your product or equipment. And keep things light-hearted. Crack a harmless joke or relate a funny incident that will bring a smile on the customer’s face. When tempers are running high, you may want to lighten the mood so that everyone feels at ease.

Be Patient and Improve Customer Service

It takes time and patience to build good relations with your customers. Never forget that and don’t expect wonders in a day. The valuable time and importance you give to your consumers will pave the way of how your customers feel about you and your product. Go online and look for more feedback. Thanks to social media, you can reach out to your customers almost instantaneously. Be part of the discussion and let people voice out their concerns. Your customers trust you a

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