Customer Care

Customer Care exists only in the mind of the customer. If the customer isn’t satisfied with the service he or she receives, then that service isn't good. It doesn't matter how hard we have tried, or how much we have done. The only judgment that counts is that of the customer.

By Martin Miles

Customer Care exists only in the mind of the customer. If the customer isn’t satisfied with the service he or she receives, then that service isn't good. This I believe is the single most important truth about customer care. It doesn’t matter what you or I think as the service providers; it doesn't matter how hard we have tried, or how much we have done. The only judgment that counts is that of the customer.

The second most important truth about customer care is that good customer care must come as a surprise! If the customer gets what they expect they will not be impressed - why should they be? If they get less then they expect they won't be impressed either - in fact they'll be dissatisfied. To impress the customer you have to give more than they expect which implies two things. Firstly it means that improving customers care is a continuous effort because the customer will get used to any given level of service and will cease to be impressed. Secondly it implies we have to understand our customer thoroughly and know what he or she is expecting. This means a continuous effort to improve.

Technical Assistance Research Programmes for the White House Office of Consumer Affairs shows that of the customers who cease doing business with a company, 3% move, 5% develop a relationship with another company, 9% leave for competitive reason but a staggering 68% cease doing business because of a poor attitude or indifference by the service provider. Once lost, it's five times more expensive to attract new customers than to retain existing ones.

Customer care is about detail, about getting lots of small things right. When goods and services offered by other Company’s are not very different it’s the detail which counts. The listening, the questioning, the concern, the well-being, the advice, the smile - the little bit extra which is something unexpected. I visited a business near Chepstow recently where the receptionist was extremely welcoming, smiling, friendly - natural gestures which indicated a liking for people - I've told people since that it was an unexpected experience which when passed on to the customer will be long remembered (and talked about). Most of us in a service industry believe that we provide an excellent service but every one of us must believe that no matter how good we are today there is room to make significant improvements tomorrow.

A customers business is not anyone’s by right - a good reputation has to be earned - but how? There's the value of a smile, the welcoming nature and the positive versus negative attitude known as winners and losers

· A winner listens; a loser waits for his or her turn to talk

· A winner feels strong enough to be friendly, a loser is rarely friendly.

· A winner explains; a loser makes excuses.

· A winner will focus on possibilities and solutions, a loser will focus on problems and unsolvable issues.

It’s easy to be a winner when the sun shines and all is right with the world. Not so easy in the face of persistent problems and difficulties - the angry customer, the disappointed customer, the difficult customer. It is at that moment when we have to say, I care enough to resolve the problem. Caring for our customers needs a positive attitude - I can, I will, we can, we will. It also requires excellent interpersonal skills which we can continually strive to develop and improve. Ultimately it’s the understanding of people - remember some need more understanding than others, it's the ability to change, to adapt, to go forward. Customer care is about personal ownership – ‘it’s up to me but I can’t do it on my own. I can and will take ownership but I need the rest of my team to support me, helping to deliver the promise and ensuring the whole customer experience is a pleasurable one.’

A satisfied customer is one who gets what they expect - a happy customer is one who gets more than they expect and a delighted customer is one who will come back again and again - and tell their colleagues.

Martin Miles is an Associate of the Institute for Independent Business.