When your products are in parity with other me-too competitors, service is king. If it isn't, make it so. Service is truly the royal differentiating factor for any business's success! However, providing hit and miss great service is not enough, your service must be complete and consistent. In other words, to provide differentiating customer service you need to focus on the Total Service Experience, TSE; from connect to disconnect.
Research shows that people typically become customers for three major reasons: convenience, competency, and caring and stay loyal to a company for three reasons as well: service, speed, and safety. From a customer's perspective, their total service experience with your company should demonstrate all six TSE elements. Start by making a TSE list by listing all customer connect points within your company, when and how customers come in direct/indirect contact with your company, e.g., telephone, sales representative, receptionist, order desk, e-mail, website, etc. Now list all the service encounters and environments a customer might experience in doing business with you. Finish the list by including all the ways you disconnect with a customer-end the encounter and say good-bye.
A customer's TSE might have several connects and disconnects in one transaction session with your company. Review your list of service elements and improve your customer's TSE by delivering each service element better than the competition. If you do, you will be king in your market. To most people, attention to little things means a lot and says volumes about your caring. Because success is in the details, a micro approach to service improvement is better than a macro.
Successful companies never fully disconnect from their customers but instead, encourage their customers to make their business their business. They communicate frequently with their customers not just to inform but also to educate and solicit open feedback on how to make the total service experience better. Now go have a great customer day!
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