A company’s customer service quality affects its reputation as well as its bottom line. If a company handles its customer service well, then it enhances its image in the public eye and brings revenue. Poor customer service does the opposite.
When an organization is able to deliver excellent and consistent service, then this provides a competitive edge. It all starts with leaders serving employees at the highest level so that the employees on the front line are able to serve their customers at the highest level.
These kinds of leaders are called service champions because they create the momentum and passion in others to better their customer service. These champions put their words into action and create systems and processes that support their belief that service is of crucial importance. To create a culture of importance there needs to be a focus on four basic elements. This is called the CARE model in the book, Service: The Key is to CARE, by Ken Blanchard, Kathy Cuff, and Vicki Halsey. It is appropriate considering great customer service creates an emotional connection between the brand and the people.
CARE stands for:
C is Committed to the customer: Creating an environment where the focus is on serving the customers both internally and externally at the highest possible level.
A is Attentiveness: Switch from hearing to listening, so that you know what your customers want and how they want it.
R is Responsiveness: Showing a quick and genuine willingness to serve customers by acting on their needs.
E is Empowerment: Sharing information or tools that can help people meet or exceed customer expectations.
By having a caring mindset in place, you can apply the CARE model into action. In the book, Raving Fans: A Revolutionary Approach to Customer Service, by Ken Blanchard and Sheldon Bowles. It shared three steps to turn customers into fans, people who are highly impressed by the service and positively include you in their conversations with others. You have to decide what you want your customer experience has to be like. If you are aiming for Legendary Service, then you do not just announce it. You must have a plan of action. Decide what you want to do. When your customers interact with different aspects of your organization, what kind of experience do you want them to have? By understanding what your customers really want you can determine what you have to offer them.
Discover your customers’ needs and after deciding on what you want your customers to experience, it is important that you hear customer suggestions that will further improve the relations between them and your brand. So when you think, “What can enhance the customer’s experience with me? Just ask them!