Leaders love to talk about excellent customer service. Why wouldn’t they? If they’re up to speed on their sales wisdom, they know that buyers are more than 5 times more likely to purchase from a company that has treated them exceptionally well – so it’s a no-brainer to make service a top priority.
But making that excellent service happen? That’s a bit brainier, as it turns out. Some leaders think they just need to hire sales reps and customer support with the magic touch. Give them some training, some good tools, and it’s off to the races.
In fact, superior customer experiences involves the entire organization – and some practices that aren’t always immediately obvious.
Every good sales team should be obsessive about the buyer. That’s obvious. But going beyond that and coaching the rest of the business to be customer-centric demands more than that – and it starts with buy-in.
Let’s go over 5 core principles to fill your company with customer advocates.
1. Give the gift of time
How do you make a customer feel acknowledged and prioritized? You spend time with them. And the easiest way to allow your representatives to spend quality time with their buyers is to take away as many tedious tasks as possible.
Your team is probably (hopefully?) already using CRM tools like Salesforce, helping them to be as productive and efficient as possible. They’ll get insight into customer behavior so they know which opportunities to pursue and which upsells might be attractive to specific customers. That means CRM delivers a twofold benefit – the efficiency that lets your staff spend more time with customers, and the knowledge to make that time count.
2. Use incentives intelligently
Research shows that incentives work across the board to motivate employees. Invest in an incentives program for your employees who demonstrate excellent customer care and you’re using the company’s resources wisely.
Or are you? It turns out incentives work best under some circumstances, and can fail under others. For instance, non-monetary recognition and awards can be meaningful, especially to Millennials, when it comes to inspiring superior performance. Another tactic that works: make it easy for your employees to track their progress through a incentive compensation management (ICM) solution. They’ll stay more engaged if they can get involved in the system.
A word of warning here. Be sure to deliver the incentives in a timely way. If your people need to work all year toward one annual incentive, they’ll probably lose interest. It just won’t feel connected to their day to day performance. Smaller quarterly incentives will feel more accessible and do more to boost morale.
3. Create paths of excellence
Chances are, you once worked for a company where a leader gathered everyone together, gave a rousing speech on how they could all do better and then turned them loose – with all the same barriers in place as before.
Sure, words are great. But after you craft your customer-centric message, you need to validate it through daily actions. How can you set up your staff for success? Automated processes are one easy answer. Personalized, targeted sales and marketing tools are another.
Take a look at who’s delivering great service and who’s not. Maybe some team members just need an assist. Put customer response conduits in place across multiple channels, such as online chat, help desk, email, social media engagement, and even the phone. You want your customers to feel supported and heard, but you also want team members in every position to have the opportunity to shine.
4. Look into the future
Giving the customer what they want is great. Giving them what they didn’t know they wanted? Even better… for both of you.
Sure, your CRM will tell you the behaviors, goals and needs of your customers. But as a customer-obsessed leader, you need to imagine where they’re going. Maybe no one thought to ask for a phone that could also be a computer and a television all in one, but now that Steve Jobs delivered one, we use it every day.
You don’t have to be a solo visionary. Tap your staff for ideas. Work those creative muscles and invent new ways to happily surprise your buyers. That’s customer centricity in a nutshell.
5. Shift the focus from company values to customer values
So many businesses invest in documenting these two things: coaching and training programs, and customer values. Yet oddly enough, they never put the two together. Educate all new employees on your buyers: who they are, what they want and what matters to them. Yes, this applies even if the employees don’t have customer-facing jobs. All of your staff should be clear on their purpose: pleasing those customers and how they can do it. Embed this into your training refresher programs and your onboarding process.
I really believe that employees want to provide excellent customer service. Show them the way and your customers will feel the difference.