For the past five or more years, most industry segments in the United States have experienced steady growth and a healthy bottom line. While that may be great and we all enjoy the economic stability, it can lead to practices and habits that are not conducive to excellent customer service. When I mention that I work with companies to help improve their customer service, I often receive a list of companies that could use some help.
Having an abundance of customers has created the following attitude: “If the customer is not happy, he or she can leave. We can always replace them with a new customer.” This attitude may not be verbalized, but it creeps into our communication and service delivery practices. As Tom Peters once said, “Customer service is so bad, that if you treat your customers with common, ordinary, garden-variety courtesy you have the lion’s share of any market you want because you will be alone!”
Then it happens!!! We have a slow down in the economy and everything changes. No longer are there more customers than we know what to do with. The power has shifted and the consumer is now in charge and gains an advantage that was missing in the strong economy. Suddenly there are countless companies clamoring to earn their business and convince the prized customer to spend their precious dollars on their company’s product or service. Not only are there fewer paying customers wanting what you sell, but there are more motivated sales people hungry to steal them away. Someone who has been a steady customer will now be presented with better deals and tempting offers to move their business to one of your competitors. Even your loyal customers will be watching what they spend with a new sense of scrutiny.
Economic slowdowns may be painful, but they are actually good for business.
Three things happen when a company is forced to tighten their financial belts:
1. Processes that are not adding value miraculously are no longer needed and are eliminated, or at least trimmed down.
2. Leaders and staff who have not been pulling their weight are eliminated, creating a more effective organization after the dust settles.
3. Employees at all levels start understanding the need to practice excellent customer service and they start listening to the end customer.
The best and most profitable companies figure out how to apply these three concepts during the strong economic times. The remaining 90% of organizations require a little pressure to do what they should have been doing all along. So don’t feel bad if you are in one of those companies that is scrambling to make changes and win the right to continue doing business with your existing customers.
Following are a few steps you can take to improve the way you work with each of your customers.
1. Increase the level and frequency of communication with each customer. Where a call every quarter to check on a regular customer used to be fine, you may want to check in with select customers on a more frequency basis to ensure you are meeting their needs and they are not considering other options.
2. Respond to all customer complaints and issues with a heightened sense of urgency. Understand that your customers are less likely to put up with problems and errors in your service delivery. They now have options and other companies wanting to prove how they can do a better job at meeting their needs.
3. Go after those customers who are currently with your competitor. Look for the gaps in the other company’s service and move quickly to demonstrate how your organization can meet their needs and even save them money.
4. Develop a passion of flawless internal service. During a tight economy, there is no room for internal politics and turf wars. You are in the middle of a battle! All hands should be on deck and supporting each other to increase the level of service provided to the end customer.
Remember, if you are not fully committed to providing the best possible service to your customers, there will be someone who is, and they will be more than happy to take the customer’s money. Don’t fear these times. Seize the opportunity to raise the bar and develop a culture where delivering excellent customer service and assuring customer loyalty are the primary reasons you exist as an organization and even have a job.
