Lesson 2: The First Critical Element – A Customer Service Focus

The First Critical Element – A Customer Service Focus

The first critical element of customer service is a customer service focus. There are some important concepts that we need to understand about customer service before we can do a really good job of providing it.

Service is a philosophy — not a department, a program or a policy.

All members of a company must understand the concepts of providing service. We cannot leave it up to one department to do it all. Providing customer service means the customer will have their needs met respectfully and completely. This doesn’t mean the customer always gets what they want, nor does it mean the customer is always right. It means that the company makes a commitment to providing exemplary service. It also means the employees of the company understand that they are all responsible for contributing to a reputation of excellence in customer service.  

Service means meeting customer expectations.

We used to say that we should always exceed customer expectations. You may have heard the phrase “under-promise and over-deliver.” However, by under-promising and over-delivering, you can create the expectation that your customer will always get something extra from you. When you decide to scale back a little and just deliver what you are supposed to, you can create dissatisfaction for your customer because they expected that something extra.

Your definition of customer service should mean meeting your customer’s expectations. Customers expect a lot more than they did thirty years ago. They know that if you cannot give them what they want at a price they are willing to pay, it’s quite likely that a competitor will. That does not mean you have to give them things for free; it means that your service has to be exceptional in order to make the customer feel welcome and be loyal to your organization or brand. It’s essential, then, to understand who your customers are and what they need, as well as what they want.

Service is not always natural, automatic, or coincidental.

While you may be a loving and caring individual at home, experiences with the public can lead us to be less than caring about others. A few negative experiences can push people right out of any role that involves direct customer contact. Some of us have to work harder than others to demonstrate good customer service skills.

Being compassionate or thoughtful is not natural to everyone. You know this if you have to really think about whether you will give your seat up on a full bus so that a senior citizen or parent with young children can sit down. You’ll see this when you have trouble turning into a line of traffic because no one wants to let you in.

Service isn’t coincidental, either. It doesn’t happen coincidentally when you buy a new car or a new coat or pay your power bill. We have to be aware of the need for service, and then have a way or a process to make it happen.