Many companies that claim to offer good customer service in reality are grounded in an operations mentality with rules and policies that allow for little flexibility, preventing them from rising above anything more than average or satisfactory.
The companies that really understand customer service have a different focus. Their hiring and training is focused on customer service, and they truly deliver it. Here are some areas that differ between customer-focused companies and operations-focused companies:
Empowerment: Employees in a customer-focused company are given
the freedom to make decisions for the benefit of the customer. Instead of
strict rules, they have more relaxed guidelines and are encouraged to find ways
to take care of the customer. As long as they don’t do anything illegal or
immoral, harm the company’s reputation or cost the company money (and sometimes
that’s even OK), they are empowered to act with the customer in mind. In an
operations-focused company, the employee must seek a manager’s approval for
anything outside of their policies or rules.
Hiring: At a customer-focused company, skill alone won’t get
an applicant hired. Potential employees must have personalities and core values
that align with the company’s culture, vision and mission in addition to their
technical skills. Operations-focused companies hire based on skill, looking
only at education and experience with no consideration of how the applicant’s
personality fits into the corporate culture.
Training: A customer-focused company recognizes that it takes
both technical and customer service skills to rise above being average and
spends time and money training for “soft skills” such and building
relationships with customers. At an operations-focused company, training for
new employees mainly emphasizes technical skills and product knowledge.
Leadership: In any company, the leaders develop the vision for
the company’s culture, and in a customer-focused company, the leaders live by
that vision and lead by example. In an operations-focused company, however, the
management may have a “Do as I say, not as I do” approach. If their behavior is
inconsistent with the culture they say they want to achieve, employees will be
less than motivated.
People Come First: The customer-focused company knows the value of its
employees and puts them first, creating a culture of happy, engaged, fulfilled
workers who naturally deliver a better customer experience. The customers are
happy, too, and they continue to come back. An operations-focused company is
based on systems, procedures and the bottom line, and the culture that develops
does not ensure the best customer experience.
Customer Service: At a customer-focused company, customer service is
everyone’s job. Whether serving internal or external customers, the philosophy
is the same and is to be embraced by every employee. An operations-focused
company relegates customer service to a department.