Building a culture of customer service
THE INTERNET is rife with memes and listicles that provide examples of how “simple” customer service has either brought companies down to their knees or completely pulled them out of obscurity to enjoy their moment in the spotlight.
These examples expose the sad truth that in a world where people constantly “communicate,” the actual human connection is often left out—which is why encountering excellent customer service is hailed as a miracle, while receiving negative customer service is considered the norm.
We spoke to Mondo Castro, a training and management consultant, for his insights on what it takes to build a culture of true customer service:
Why should companies have a customer service culture?
Studies on the most successful companies and individuals have concluded that customer service is one of the most vital cogs in ensuring excellence and profitability.
More often than not, these entities have taken steps toward evolving beyond the outdated precepts of customer service, including the mindset that customer service is strictly the domain of frontliners.
We are all capable of rendering service to others, because it’s all simply about engagement.
Isn’t it expensive to implement such a culture?
I believe that creating and nurturing a culture of customer service is actually less expensive in the long run than not having one at all.
We already know that it is statistically more expensive to acquire new customers than to maintain existing ones, so making sure that your customers stay loyal requires a culture that strives to add value to the overall experience.
Companies with rich service cultures enjoy the benefits of an improved quality of life for its people, decreased attrition and costs, and better engagement with customers and stakeholders, who ultimately enjoy a meatier bottom line.
What are typical roadblocks that companies face when they try to adapt a customer service orientation?
It all starts with the mindset; the mindset needs to be changed from the top of the organization.
The leaders must set the example, and the challenge is to be consistent, until it eventually becomes totally ingrained into the minds and hearts of all employees—from top executives to the doormen.
Only then can they reap the full benefits of having a customer-centered mindset and culture, with learning and strategy development being drivers for continued success.
(Mondo is also a restaurant entrepreneur and specializes on topics relating to customer service, sales and communications. The Inquirer Academy will be offering a workshop to be facilitated by Mondo entitled: “Effective Customer Service As Your Competitive Advantage: Building Your Culture of Customer Service” on April 18-19, 2016, to be held at the Inquirer Academy Building, Don Chino Roces Ave. cor. Ponte St., Makati City.
This workshop is highly recommended for department heads, sales managers, team leaders, and supervisors, customer service representatives and managers, sales and account executives, freelance professionals, and entrepreneurs. For more details, you may write to firstname.lastname@example.org or call 8341557/8719256, and look for Astrud de Castro. You can also register online through www.inquireracademy.com.)
Subscribe to INQUIRER PLUS to get access to The Philippine Daily Inquirer & other 70+ titles, share up to 5 gadgets, listen to the news, download as early as 4am & share articles on social media. Call 896 6000.