Customer Experience, Sales & Retail
In a recent conversation with a friend who is a leader in the luxury hotel market, I learned of an aspect his organization is experiencing that stunned me. “We are having significant turnover because our younger employees have decided they do not want to serve people of affluence.”
Let’s discuss what it means that Millennials and Gen Z are now key members of customer service teams. It’s an overlooked aspect of the shortage of superior employees: what happens when employees no longer want to serve your customers?
Here’s my perspective on this: everyone has the right to choose where they want to work and the jobs they want to perform…until they’re hired.
By this, I mean that if I don’t want to mop floors, I have every right to refuse to seek a job as a custodian. However, if I accept a janitorial position, I don’t believe I now have the right to complain when my boss tells me to get out a broom. I can either perform the assigned task — or seek employment elsewhere in another field.
You may ask, “What does this have to do with customer service?”
It’s about perspective. Customers are the most important factor for any business. Years ago, speaker Floyd Wickman published a book with a fantastic title: The Customer Signs Your Paycheck. Too often employees forget who their boss is. They can spend too much time thinking of themselves without a thorough understanding that they are working to ensure customers repeat their business and refer their organization to their colleagues and friends.
In this customer-centric environment, companies must focus on providing a customer experience that goes “beyond the sale” and provides a distinctive level of services.
Today, customer service is the name of the game. Let’s start with some facts:
- 79% of consumers expect companies to provide superior customer care (Vistaprint).
- 40% of Americans say they will not use a company again after one negative customer experience (Siebel Systems).
Unfortunately, customer service has gone downhill over the years.
- 60% of US employees don’t understand or agree with their company’s customer service strategy (American Express).
- Only 25% of customer-facing employees and managers strongly believe they can make a difference in providing excellent customer care (Vistaprint).
The good news is that training your team to deliver world-class customer service isn’t as difficult as you might think. By focusing on key areas, such as recognizing customer needs, understanding customer behavior, and embracing change, you can “set the table” for your team members to deliver the experience your customers crave.
- By the way, we can help you with your organization’s efforts here — just as we are doing with several dynamic and distinctive organizations.
However, today’s generations — Millennials and Gen Z — may need a unique type of education and training from their predecessors. While customer experience training is critically important across all age groups, Millennials and Gen Zs have grown up differently. Their experience comes from an environment where they constantly interact with brands via social media platforms such as Facebook and Twitter. They want to work for organizations that are making a difference in the world and are socially responsible.
For example, my hotel executive friend didn’t simply tell disgruntled employees something that might have been said a few years ago, “If you don’t want to serve the affluent, you can quit now!”
Instead, he talked with them about the cardiologists who were recently guests there for a meeting would now return home better prepared to save lives — maybe even family members of those who worked at the hotel.
He had them envision the couple that has saved for two years to take the perfect one-week vacation — and were guests of their hotel in anticipation of an extraordinary experience. He also reviewed the commitment of the hotel to recycle and other environmentally friendly efforts.
Would this have been a component of his education/training programs a few years ago? Of course not. However, that does not mean it isn’t of critical importance today.
It’s my belief that the employees of my friend’s hotel group weren’t really saying they didn’t want to serve affluent customers.
They were subtly informing their leader that they hadn’t discovered how their work was making a difference. They had not yet been educated on why the experience they were delivering could have a positive impact on their customers, colleagues, and organization.
In other words, the way we show how much our customers matter in today’s world is to begin by educating our teams on how they can make a positive difference. It’s a primary tool we can use to become distinctive in a hyper-competitive marketplace.
Business Distinction, Customer Experience, Leadership, Personal Distinction
Here’s a statistic that’s a bit difficult for me to wrap my head around: in July, 4,000,000 people quit their jobs! By the end of July, there were almost 11,000,000 jobs open — an all-time record, according to Harvard Business Review.
As I talk with entrepreneurs and leaders of large corporations, all are singing a similar tune: “It’s tough — almost impossible — to find and keep great people.”
Since the Great Recession of 2008, you have likely been hearing about the “skills gap.” That is, “there aren’t enough trained workers with skills needed to fill open jobs at a time when a record number of them are going unfilled.” But it does not stop there. We hear from constant news reports and analysis about the “Great Resignation” — a tsunami of employees walking away from their employment. It’s a critical challenge for every business, regardless of size.
In the book “Why People Resign: The Great Resignation and What to Do About It,” author Robert Bacal states that his research found eight principal reasons why people quit their jobs. A few of the reasons he discovered were that employees were resigning due to:
- lack of appreciation
- being under-challenged or overly challenged at work
- being paid less than their colleagues.
Bacal’s research discovered that when employees quit, it has much more to do with the overall employment experience than simple matters like salary.
For many years, I’ve been writing and speaking about the customer experience — always pointing out that we need to be equally concerned about the experiences that our internal customers (often called “employees” or “team members”) are having and not focus solely on external customers who buy our products and services.
In my first business book, “ALL Business is Show Business!” over twenty years ago, I wrote:
“The purpose of any business is to profitably create experiences so compelling that loyalty becomes assured.”
Many would read that sentence as advocating an Ultimate Customer Experience® for those who purchase from us — and it does!
- However, it’s also to state the superior importance of delivering an extraordinary experience for internal customers, as well — so their loyalty becomes the result of our efforts.
It’s amazing to me that if an employee quits, walks out of the building, and tries to leave with the company computer she has used during her employment, the manager would call the cops and have her arrested for theft. That same employee, however, can walk out with customer relationships, knowledge of the business, and recipient of an extensive investment in training and education from the company…and most managers just shrug and say, “That’s the way business works today!”
I promise you that it’s more likely their knowledge and relationships are significantly more important to your business than their company laptop!
Yet, you would never know that, because the vast majority of managers are blind to this. Some even think all employees are interchangeable. If they can’t find a good replacement from within, then they just hire from the outside without much thought or consideration for what is really going on.
(By the way — do you know your turnover rate? Do you know the primary reasons that people are leaving your employment? Have you done a bit of research to discover why great candidates aren’t accepting your job offers? Until you take these steps, you probably aren’t going to solve your employment problems.)
The reasons for this are many, but several sources report that the most common reasons people quit their jobs are:
- The work is not engaging.
- Leadership doesn’t care about employees.
- There are no opportunities to advance or grow.
- I don’t feel valued by my employer.
(You can probably think of more. But, please note, salary is not among the primary reasons that people quit.)
You probably have an acquisition strategy for customers — in other words, you’ve planned out how you are going to attract new customers for your business.
- You have one for external customers…how you’re going to get paying customers away from your competition and over to your side; and you probably have a recruitment approach for new employees, as well.
- The problem is that today’s marketplace requires a retention strategy that is engineered with as much passion and precision as your acquisition strategy. What is your detailed plan to keep the customers you have — both internal and external?
In this time where people feel little reticence about quitting a job, planning a distinctive retention strategy for your internal customers may be one of the most profitable steps you make this year.
Want to obtain and retain your customers — both internal and external? You’ll discover how when you join the Iconic Inner Circle. There’s zero risk — your first month is free and you can cancel anytime. Check it out: https://IconicInnercircle.com
Customer Experience
Do you want to keep your customers?
That sounds like a silly question — of course you do! Retaining a customer is better than acquiring a new one. It costs less, you already invested in an existing relationship with them, and they are more likely to refer you to their friends than someone having their first experience with you and your organization.
However, sometimes you might feel it’s not worth the effort, depending on the customer, your attitude at that moment, or both. However, keeping current customers is one of the best things you can do for your business.
Do you have a customer retention strategy? Do your employees know what to do, how to do it, and who should be the go-to person when they want or need help with something that might upset their customers?
If not, this article will show you five ways to save your customers.
#1: Fix their problem
You know the saying “the customer is always right?” Well, it’s actually not true. Even if they are wrong (which does happen), they are still the customer! You must fix their problem as quickly and efficiently as possible to make them happy again. An excellent way to do this is to follow up with your customer via email or phone call shortly after any complaint is registered. Remember, not responding to a customer complaint online is the equivalent of ignoring what they say in person. Address and fix their problems!
#2: Offer an incentive for customer feedback
This is the part where you ask for comments and criticisms. If they are having an issue with your product or service, ask them to provide their contact information so that you can address it properly and perhaps send out a future discount as an incentive.
Offering incentives for feedback can go the extra mile in terms of customer retention. But this isn’t simply about coupons; conceive alternative ways to reward them for their insights. Recognize them for being vocal and recognize their efforts.
#3: Create reward programs that incentivize more purchases
Acknowledge customers with rewards when they purchase from you. Some organizations use a recognition program where points can be accumulated and then later redeemed for discounts, free items, or even gift cards.
Obviously, that isn’t appropriate in some industries – for example, professional services firms. However, the goal here is to inspire you to think about how you can reward your customers for making the choice to do business with you! No matter what your field of endeavor might be, there are creative ways in which you can reward customers ethically so you inspire them to acquire more of your products and services.
#4: Provide higher levels of support for better customers
Customers always appreciate special treatment — and oftentimes, they will purchase more of your products or services to attain it. Make it clear that your best customers have access to enhanced services — for example, 24-hour support lines, instant response to emails or texts, special lines to speed their purchases, and more.
#5: Educate your team to engage with customers and create relationships
You can’t expect your team to create relationships with customers if they don’t know how. Train employees on customer engagement and ask them what type of interaction or communication would feel meaningful to them.
In a multi-generational workforce, your new hires may not have as much experience in interpersonal relationships and communication as you. Or maybe they developed some bad habits in previous work situations.
Don’t let your employees continue to make rookie mistakes. It’s one thing if they don’t know how to communicate with customers, but it’s quite another when they treat them poorly or neglect their needs. Your business has a responsibility to deliver the Ultimate Customer Experience ® — and it isn’t possible to keep customers with a poorly trained workforce in today’s marketplace.
The term “Ultimate Customer Experience®” is a Federally Registered Trademark of our company. If you would like to ensure that your team delivers the highest level of distinction in dealing with your customers so you can retain and expand their business with you, let’s talk about how we can help you make that happen!
Customer Experience
What do you want from your customer service experience? Do you want to be given the best of the best, or are you content with mediocre?
No matter what your answer is, most people want something better than they’re getting. While this won’t ensure inadequate service will never happen, here are five pointers on how to become a better customer and receive the Ultimate Customer Experience!®
1: Don’t be a pain in the butt!
This should go without saying — however, all of us have observed a customer that’s a PITB! (Pain In the Butt. And, we can occasionally see this type of customer when we look in the mirror!)
Nobody likes a customer who complains about everything. Even if you have all good intentions, it’s still annoying and frustrating for others. Be considerate and respectful when talking to customer service representatives — they are there to help solve your problems.
2: Don’t be rude
This should also go without saying, but we’ve all been in a customer service situation where someone is being flat-out rude to a representative trying to help them! It’s annoying and frustrating for representatives — plus it reflects badly on your company if you’re the one being disrespectful (or at least perceived that way).
If you’ve had a bad day and are taking it out on the staff, don’t be surprised if your order is made wrong or takes longer than usual to arrive. Treat everyone with respect, no matter how busy they appear.
It’s important to remember that even when you’re not on the job, you represent your company, your community, and your family and friends. It doesn’t take much to simply be pleasant — and it’s worth the effort!
3: Don’t be condescending
It’s not easy to stay calm and polite when someone is being snippy, but it can make all the difference in how a representative perceives you. Keep a smile on your face, even if you’re dealing with rude customer service representatives from time to time.
As long as you are remaining professional (and acting in a pleasant manner), it is much more difficult for them to serve you in an inferior manner.
4: Don’t make the customer representative wait.
It may be tempting to take your time, especially, for example, if you don’t feel like dealing with the customer service representative on the other end of the phone line. However, making a representative wait for an extended period is unacceptable in terms of superior customer service etiquette. Be prepared to communicate with those who are serving you.
This does NOT mean you should refrain from asking questions or seeking advice. However, all employees are under significant pressure nowadays. (And your fellow customers get annoyed when delayed by someone hemming and hawing when they should be ready with a question or request.)
Another example of poor customer service etiquette is loudly talking on your phone or distracting conversations with friends and family. (This also includes playing music or a sportscast others can hear while you wait for your order.) This behavior is annoying to other customers who are sitting just a few seats away.
Also, if the staff requests you move from your current spot because it helps them serve additional customers, understand their needs and their request.
5: Don’t “Mother-Hen”
In other words, don’t be a “helicopter customer” who hovers over the staff and asks them repeatedly if they’ve done something or why it’s taking so long! This is annoying to those working to serve you…and just as infuriating to other customers!
If your order is delayed unacceptably, it’s fine to ask for an update. However, hovering won’t help — it’s like expecting the elevator to arrive more rapidly if you keep pushing the “up” button over and over.
Being a good customer is simple. Be nice, patient and understanding – but simultaneously, don’t be afraid to complain when something’s not done right!
The business you are dealing with has the responsibility to deliver the Ultimate Customer Experience ®. However, that does not preclude that all customers can take steps to ensure they are worthy of the effort required to obtain it!
The term “Ultimate Customer Experience®” is a Federally Registered Trademark of our company. If you would like to ensure that your team delivers the highest level of distinction in dealing with your customers, let’s talk about how we can help you make that happen!
https://ultimatecustomerexperience.com
Customer Experience
It was another day of sitting on hold for Jane. She had been waiting for an hour, listening to one boring song after the other. Finally, she hung up and tried again. Once more, there was a long wait before it could become her turn to speak with a customer service agent.
Jane was so frustrated she wanted to scream. She took a deep breath and started over by contacting her local store rather than the company’s toll-free customer service number.
“I’m sorry — for that issue you have to call our customer service line. Be prepared, it’s a long wait. We’re experiencing high call volume,” the local representative said when he answered.
This time Jane angrily hung up without waiting for him to finish his sentence. It didn’t matter that she’d waited all this time – even the local store couldn’t help her promptly and in the manner she had hoped.
For many of us, Jane’s story creates a “been there, done that” response. Just like Jane, you have likely had a similar scenario occur when you were the customer seeking help.
However, when was the last time that you asked yourself an important question: is this a similar experience to the one that your customers are receiving?
This should also lead us to seek additional insight: How do we deal with customer frustration? How can we make customers happy despite their frustrations and our shortcomings?
Our job is to help people. When they call us in a time of need, we must be there to serve them in the manner they have a right to expect. We cannot create distinction if we fail to deliver an Ultimate Customer Experience® to those who want us to be of service to them.
How do you deal with these challenges?
A few strategies:
- Recognize where customers might be coming from when their expectations aren’t met and how your organization may have failed them.
- Obviously, not everything will go right every time but by displaying empathy to customers — even when their upset isn’t our fault — we can move them from frustrated to engaged.
- Listen to customers — sometimes the problem they first state (for example, an issue with a product) isn’t what really has them agitated.
- Sometimes a customer’s first response will be frustration but if you listen closely enough, you’ll discover that underneath all that anger is the kernel of a real concern that needs addressing.
- For example, it might be they felt disrespected by one of your team members. Don’t just hear the problem — listen for the root cause of the dissatisfaction.
- Acknowledge they aren’t alone. When customers are upset, they often feel like no one cares about them or their problem.
- One of the best ways to make someone feel better is by letting them know that what happened was an isolated incident, will be corrected, and is not something they should take personally.
- Apologize to customers when they’re upset. “I’m sorry for the issue you’ve experienced. Is there anything we can do to make it right?” is always a good approach
- Providing proactive, positive feedback to our customers as often as possible.
- Act promptly: Follow up as soon as possible with any requests made during your conversation.
Frankly, there’s no excuse for a customer to be exasperated like Jane was from her dissatisfaction in attempting to obtain assistance. However, by taking the proper action, we can move customers from frustration to engagement. It’s an important step towards creating distinction.
If these insights resonated with you, please share it on your social media! And learn more about our Iconic Inner Circle membership program. (https://IconicInnerCircle.com) We’re ready to help you create a plan for success that will help drive you to meet your goals and dramatically increase the value of experiences that your customers receive!
Business Distinction, Current Event, Customer Experience
There probably is not one single entrepreneur or leader of a large enterprise who would suggest they would want their customers to become less loyal to the business. Yet, even with good intentions, that’s exactly what they are creating.
You may have heard me mention (and maybe many times) how much I dislike the show, “Undercover Boss.” It portends to present a boss who becomes enlightened and finds elements to make better for employees and customers. Instead, in my opinion, it exposes how little some leaders know about what front-line employees and customers are experiencing in their engagements with the business.
This is backed up by a recent article in Harvard Business Review reporting on research by Thomas S. Robertson and Paula Courtney titled, “Understanding The Boomerang Effect of Loyalty Programs.”
Their study discovered that during the pandemic, loyalty programs at many businesses made customers less likely to do business with the organization in the future.
Here’s basically what would happen: a “platinum level” (among the best customers a company can have) would call the special platinum line to get help with a problem or issue. However, the staff on that line either weren’t trained to solve that problem – or the staffing had been cut and were not responsive.
This means they were then bounced to a general area of problems solving – meaning it took more calls and more time for great customers to get help than prospects or average customers!
The study reported, “The results showed that members of loyalty programs not only experienced more service friction than other shoppers but were more likely to struggle to have their issues resolved. For instance, loyalty members surveyed in May required an average of four contacts with the company before reaching a solution, and the process took 5.1 days. Nonmembers needed just 2.8 contacts and 3.3 days.”
In ICONIC, I reveal that my study clearly shows that those leaders and organizations at the highest level of distinction display “Reciprocal Respect.” In other words, Iconics know that if they want their customers to be loyal and engaged, then they must be loyal to and engaged with those customers.
As our world inches toward a return to normality, we all need to be asking these three questions:
- What’s important to our customers right now?
- What problems in the immediate situation could cause the most problems for our customers? (It may not be what was most important a year ago!)
- How have we adjusted so we solve their problems and deliver what they want now?
If you want loyal customers, you must determine what is important to them…right now.
And if you’d like to take your business – and yourself – to the ultimate level of distinction, join our Iconic Inner Circle. There is zero risk – you can cancel at any time – and your first month is FREE. Go to https://IconicInnerCircle.com for more information.
