Consistent and reliable customer service

Consistent and reliable customer service Customers expect to experience the same high levels of service no matter whom they come into contact with in an organisation. Achieving consistency requires an organisation to spend a lot on staff training to meet customer expectations. Staff knowledge of the scope of the job role and products or services All employees need to be trained on what they can and cannot do as part of their job. They need to know the situations where customers should be passed on to their manager. They must also understand the different products and services on sale so that they can offer reliable assistance and advice. Employees should also know where they can find out information about the products, for example in manuals or catalogues, and understand the terms (jargon) used about them. Staff attitude and behaviour Employees need to understand the importance of having a positive attitude and being polite and professional to customers. They also need to understand that customers do not like to waste their time, for example by having to wait in long queues. Similarly, being aware of how much time they have and when to approach them to offer help is also important. If employees keep customers waiting, they need to ensure that they apologise and deal with the problem as quickly and effectively as possible. Staff also need to know what products are available and the procedure for helping customers if the product they want is not in stock. This may include putting the customer’s name on a waiting list and calling them when the product comes in store. Meeting specific customer needs Staff need to know the correct questions to ask customers so that they can identify and fulfil their needs as quickly as possible. For example, service deliverers should ask customers how they can be of assistance. Working under pressure Employees should be able to act appropriately towards customers even when they are busy and under pressure. Service deliverers should always maintain high levels of customer service regardless of their own thoughts and feelings. Confirming service meets needs and expectations Organisations that try to improve their customer service may check that their customers are satisfied. This may involve phoning them to check that they are happy with the service, or asking them to complete a customer service questionnaire, for example feedback forms in restaurants or on online sites such as Amazon. Dealing with problems When customers are unhappy and have a problem, staff need to know how to deal with them. Is the customer always right? Staff need to know what they can offer an unhappy customer. Do they want their money back? Do they want some other form of compensation, for example discounts, vouchers or a free meal? Come up with your own definition of consistent. Case studyChristine Bleakley and Adrian Chiles were sacked from presenting ITV1’s Daybreak show in December 2011. Their dismissal was blamed on inadequate viewer ratings due to their consistently poor presenting performances. Why is it important that customers receive consistent customer service?