Establishing a culture of good customer service is critical in any organization
Customer service is interacting with patrons in a fashion which demonstrates to them that their business is appreciated not only now, but also in the future. Businesses that view customer service from this perspective usually have well established cultures of good customer service, have a system of shared values, customs and beliefs specific to their customer interactions, and utilise them each time they interact with a customer.

To build a culture of good customer service in your business, consider implementing the following steps:

1. Develop customer service stan-dards: Begin by setting minimum levels of service to be provided by staff. For example, calling each customer by name during every interaction.
2. Communicate your business’ cus-tomer service standards to all staff: Have sessions with staff to familiarise and remind them of the business’ customer service standards. This must become part of the business operation routine. In doing so, when it is time to use these standards the staff will know them.
3. rain your management staff too: Train both staff and management in customer service. Many businesses concentrate on customer service training for only the line staff, and assume that their management staff are fully educated on the subject. This assumption is not always true and serves to create a disconnect when the staff knows what should be done and management does not, and the business is unable to effectively manage and maintain customer service standards.
4. Measure the service your staff provides: This is by far the most important step in the process of attaining good customer service. Measuring an intangible such as customer service, requires creating a system whereby management can know, on a monthly basis, for example, whether customers are being called by name, and if orders are completed within the agreed time. Remember, measurement sends strong messages. First, it strongly expresses that what is being measured is important. Second, it tells the staff that their attitudes and performances are being evaluated. The results of the measurements must be shared and discussed with the staff to ensure the entire process is effective.
5. Embrace complaints and deal with them: When a customer complaint is received, management must view it as an opportunity to solidify the relationship with the customer. The moment the complaint is received, the thought must be: “what can we do now to appease this customer while resolving the issue?” Every effort must be made to do just that.
6. Deliver on your promises: For example, if a customer was told that their job would be completed and delivered on Friday, ensure that it is. Disappointing customers by not delivering on time is certain to produce allegations of poor customer service. Delivering as promised will ensure that the customer is satisfied. If unforeseen circumstances make it impossible to keep your promise, contact the customer immediately and explain the situation. Customers are reasonable people and will appreciate your consideration in informing them of the delay.

It is important to invest in developing a culture of good customer service in any organisation. With this established, the business will enjoy more success because good customer service is actually a good marketing tool. Your business’ reputation for good service will precede it. Also, remember this key point: measurement of customer service is extremely important, so much so that if it is not being measured, it means that it is not being managed. In short, no measurement equals no control over the one thing managers should be in control of.

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