Customer Service Week - 3rd to 7th October 2022
Posted in: Days to Remember 30th August 2022
Customer Service Week 3rd to 7th October 2022
We won’t be doing anything different during Customer Service Week.
That’s not to say that we won’t mark and celebrate it and it’s certainly not to say that we’re not prepared to learn more, we’re just not going to turn it on for just a week, it’s way too important.
The Institute of Customer Service says that they want a ‘world where excellent customer service is demanded, delivered and seen to make a positive impact on organisational performance and the wider economy’ and we couldn’t agree more.
I write this piece as a new (ish) member of staff, so whilst I am part of the company I feel I can also speak as an outsider, seeing the organisation with fresh eyes.
I want to share the service ethic here in the hope that others may take something from it (which after all is the whole point of Customer Service Week.)
Customer service is a team sport.
In a large organisation you can’t do it on your own. As you walk into Valley Northern, emblazoned upon the wall are the words ‘Hassle Free Because We Care’. It is of course, a bold statement. Valley Northern is a big team with a multi-departmental office, a huge and busy warehouse and a complex range of products.
There are so many moving pieces from the initial customer order to final delivery of the product, but still the promise stands. From the moment an order is placed by either website, email or phone, the team seamlessly swings into action. The customer service team, the warehouse staff, the buyers, the sales staff and the accounts team are all signed up to the pledge.
It’s no good at all to have a friendly member of sales staff offering you a great price who then goes on to tell you that the product you need is out of stock. Everyone relies on everyone else.
And that reliance is well placed. No one needs to be convinced or cajoled into delivering for the customer, it’s in the DNA of the team.
At the time of writing the ‘customer happiness’ thermometer stood at 99 out of a hundred (the metric on our home-page) but you won’t see people rejoicing at the 99. I see a team concerned about the one person who wasn’t happy. Of course occasionally things don’t go to plan and I’ve seen first-hand the mountains that are moved by the team, any expression of dissatisfaction is rapidly dealt with. It’s a delight to watch, sour moments turned to happy moments in an instant.
I’ll go back to the first, rather flippant line in this article - ‘We won’t be doing anything different during Customer Service Week.’ Whilst that is technically true it’s also not quite right, there’s something different every week.
Management are in constant search of things to do differently. All staff have a channel to share their ideas and suggestions on service and management discuss every point at regular meetings. Customers share feedback in a variety of ways and these are embraced. Valley Northern knows it must listen and respond to feedback. Feedback is celebrated and embraced here, no one defends a negative comment, and instead it is seized upon as an opportunity to get better. Staff meetings all seem to have one agenda item ‘how can we make life easier for our customers’.
We’re all too well aware that our service impacts your service. You need the right products for your customer needs and you need them in a timely manner, we never forget your customers and your reliance upon us to deliver.
We’re always up for tips on how to improve our service and in the spirit of Customer Service Week here’s some tips from us to you to further delight your customers.
- Get everyone on board, it starts with leadership. Your service is only as strong as your weakest link. Set down your standards of service and make sure your entire team knows the standards and how they can contribute. We find that stated values to which all can aspire helps to keep the team facing in the same direction. Our values are focussed on a positive attitude, a determination to win and a desire to constantly improve.
- With your entire team aligned to your values now it is time to deliver for your customer. What are their priorities? What do they expect from you? Here’s some points, especially in a retail space.
- Acknowledge your customer at the earliest opportunity, we all want to feel valued.
- Use your customer’s name if at all possible and give them a cheery smile and greeting.
- Know your products. Whilst there are professional compliance standards to be adhered to in a pharmacy, do you know enough about your entire range of products? Failing to know your products may mean the customer will shop elsewhere.
- If there’s a wait for service always apologise and, if appropriate, give your customer an idea of wait times.
- Give your customer a fond farewell and let them know that you valued their visit. As they leave the shop you want them to be thinking of what a pleasant experience their visit was today. Your customers will forget what you said, they will forget what you did, but they will never forget how you made them feel.
- Ask for feedback on service. This will indicate to your customer that not only do you want to improve your service but you also value their opinion – interactions such as this will live long in their memory.
- You’re not selling, you’re helping. Don’t be afraid to make product/service suggestions when opportunities naturally arise in conversation. You know more about your products and services than your customer does and as long as your suggestion is helpful and relevant it will be deemed to be welcome, helpful advice.
Good luck with your customer service journey.
Customer service shouldn't just be a department, it should be the entire company. We sum it up in one phrase … we do give a monkeys!
