customer service checklist
Customer service is a sales opportunity.
Handled as an account management function of the sales department or by another department altogether, customer service is another opportunity to
enhance your company's relationship with existing customers and prospects. To improve service is to improve the experience at each and every
point of interaction that customers and prospects have with your company. Remember, quality customer service is defined by the individual experiencing it - one size, one solution does not always work. Buyers want to be treated as unique individuals. However, companies renown for their customer service know that one can orchestrate or create a customer service experience that most often exceeds customers' expectations.
The customer service checklist is your guide to
deliberately identifying your points of customer interaction and "scripting" the experience. Its purpose is to help you ensure that each point of interaction with your customers and prospects is a positive experience. It begins by identifying the points of interaction and then asking...
What does the
customer want at this moment?
What experience does the company want to provide the customer?
Sales is not only a department responsible for generating revenue. It's also a philosophy that should be ingrained in every department of an organization. Extend the sales culture to the customer service function in your organization. Be the one who helps make it happen.
It's all about sales™.
the customer experience checklist
before the sale...
Identify the possible points of interaction between your customer and your company before the sale even begins...
- brochure received
- letter received
- telephone call answered
- others?
As a team identify these points of interaction and decide what experience you want your customers to have at each point. Write down what you feel that experience should be and create a script to orchestrate the desired outcome.
For example...
interaction: inbound telephone call
experience: All inbound calls will be answered by the second ring with a greeting using the company name and representative's first name
"Thank you for calling ABC, this is Tom... how can I help you?"
Some thought prompts to help you...
- Is it easy for customers to contact the correct department/ person/ office?
- Is it easy for customers to contact your company by phone/ fax/ email?
- Is your phone number clearly listed on all your collateral materials, including your web site?
- How quickly is the phone answered? does everyone strive for the same standard (e.g. all inbound calls will be answered before the second ring)?
- Are customers greeted with a smile (on the phone or in person)?
during the sale...
Identify the typical interactions between your customer and your company during the sale...
- need account information to place an order
- asks about product
- asks about delivery times
- others?
As a team identify the typical interactions during the sale and decide what experience you want your customers to have at each point. Write down what you feel that experience should be and create a script to orchestrate the desired outcome.
For example...
interaction: customer doesn't remember his/her account number
experience: representative is trained how to efficiently look up an account number using another piece of information...
"That's not a problem, would you mind confirming the spelling of your company name for me?"
Some thought prompts to help you...
- Are representatives smiling and pleasant throughout the process?
- Are representatives fully attentive to the customer (and only that one customer at that time)?
- Are representatives efficient in conducting the transaction?
- Are representatives trained to "lead" customers through the transaction so it's easy for the customer?
- Is the transaction process efficient? Does it require unnecessary information or duplicate information?
- Is the customer ever required to wait too long to finish the transaction?
- Do representatives sincerely thank customers for the transaction?
Script the desired experience for the top three transaction types and common interactions. Train those representatives who handle these interactions on how to deliver the ideal customer experience from greeting to thanking the customer for the order.
after the sale (problem resolution)...
Identify the typical problems or mistakes which may occur after a sale...
- order received incomplete
- order did not arrive yet
- account was over billed
- others?
Create scripts for how each of these typical problems should be handled. Remember that with problem resolution, each problem is unique and the process must include opportunities for representatives to handle the problem efficiently (by doing things right) and serving the customer effectively (by doing the right thing).
For example...
interaction: customer calls with a technical question
experience: customer cannot find the right person to answer the question
"I apologize that it's not been easy for you to get this question answered. I'm going to personally make sure I find the correct person for you. Would you like me to call you back in five minutes or do you want to stay on the line while I do this?"
Some thought prompts to help you...
- Does the resolution process begin with a sincere apology? The apology does not have to accept blame... consider:
- "I am sorry that you experienced that."
- "I am sorry that the purchase did not meet your expectations."
- Are your frontline representatives trained to solve basic problems?
- Do your frontline representatives know how far they can go to resolve problems?
- Do representatives take ownership of the problem and ensure it is either handled or personally make sure the correct person handles it?
- Do representatives listen attentively and apply that information to the resolution? (this helps make the customer feel understood and better served)
- Does the process make sure the representative is communicating next steps to the customer and explain how the problem will be resolved?
- Is there a sense of urgency to the resolution process?
- Do representatives make and keep commitments, no matter how small?