Wednesday, 27 June 2012

The Importance of an Effective Customer Service Culture

Is London ready to impress and serve the masses of people flocking to the capital for the Olympics and Paralympics? A customer experience study by Sidona Group in 2011 showed that 59% of customers do not think the UK will be ready to provide a world class experience when London comes under the spotlight this summer. (Hatch, D. 2011)

With only a month away from the games we hope that this perception has changed and the companies are going to offer the highest level of customer service to create a lasting impression and a positive image. There have been campaigns to train thousands of hospitality and tourism staff to take on poor customer service by raising the standards. It is estimated that approximately £2 billion could be generated from the visitors so ultimately, it is quite obvious that organisations get financial benefits from good customer service.

In today’s market it is a requisite to provide exceptional service so the importance of a good customer service culture within the company must be highlighted and communicated on all levels. 

Some benefits of doing so include the following:
  • Well-trained and recognised employees, who understand and connect with the customers, are confident in making decisions, find solutions and are aware of the complaints handling procedure, will inadvertently help improve the customer experience;
  •  A company culture with high morale, trust and team loyalty, can increase the productivity;
  • A good company culture can also be a powerful recruiting point. A workplace where one is motivated, satisfied, has a chance to develop and grow, can attract great candidates.
When building a culture in a company, it is interesting to note that customer service has gone through a transformation on account of the popularity of social media. Everyone has a voice now, be it through a tweet, Facebook update or a TripAdvisor review and organisations have to bear that in mind by training the staff to manage these social media channels correctly. The appointed customer service representatives from the company have the responsibility of monitoring the brand when it is mentioned on social networks.  A positive or negative experience could have the power to spread on a large scale and the likelihood of this becoming viral is much greater than it was in the past. Considering the fact that we are expecting over 500,000 spectators to London during the Olympic Games, the leaders and managers of organisations should recognise that the quality of every single mention of their particular company is more important than ever before.

Finally, for a customer service culture to be successful, everybody in the company has to be completely customer-focused because ‘the Customer is King’! Even if they are not always right, it’s about learning the trick how not to let them know that they aren’t right!

Customer service culture