What are the best practices for creating a customer-centric customer service culture?

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Customer service is not just a function, but a culture that shapes every interaction with your customers. A customer-centric customer service culture means putting your customers at the heart of everything you do, from your policies and processes to your values and behaviors. In this article, we will explore some of the best practices for creating a customer-centric customer service culture that can boost your customer loyalty, satisfaction, and retention.

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1 Understand your customers

The first step to creating a customer-centric customer service culture is to understand who your customers are, what they need, and what they expect from you. You can use various methods to gather customer feedback, such as surveys, reviews, interviews, or social media. You can also use customer data and analytics to segment your customers based on their demographics, preferences, behaviors, and pain points. By understanding your customers, you can tailor your service to their needs and preferences, and anticipate their problems and questions.

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Dilean Molina

OpEx, CX, Reporting & Data Analytics, Process & Resource Optimization, Strategic Planning
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Once you get feedback from customers, try to understand what your top Customer SATisfaction drivers are so you can focus your resources there. If you get numerical feedback (i.e., customer ratings on a 1-5 scale), perform a correlation analysis on CSAT against your other drivers. If the feedback is non-numerical (i.e., comments on Twitter), look for recurring themes/common pain points. Tip: leverage text analytics tools to make this process less manual/time consuming.

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Cristi Silva

Certified Executive Coach | Transforming Leaders | Human Centricity | Sustainable Cultures
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Effective leaders understand that to fully comprehend the relationship between their company and customers, they need to consider both data and the human experience. This is where customer service agents come in, as they can provide valuable insights into the overall tone of the customer experience both before and after purchase. By establishing open lines of communication with their customer service team and soliciting their feedback, leaders can gain a more complete understanding of customer needs and preferences, as well as identify emerging trends and patterns. This approach empowers agents and ensures customer centricity, while minimizing the impact of bias and assumptions on decision-making.

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2 Empower your employees

The second step to creating a customer-centric customer service culture is to empower your employees to deliver exceptional service. This means giving them the training, tools, and authority to solve customer issues, make decisions, and offer personalized solutions. You should also encourage your employees to express their opinions, share their ideas, and learn from their mistakes. By empowering your employees, you can foster a sense of ownership, accountability, and engagement among your staff, and enable them to act as advocates for your customers.

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Cristi Silva

Certified Executive Coach | Transforming Leaders | Human Centricity | Sustainable Cultures
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Processes and resources, such as a department playbook, can be incredibly empowering for customer service agents, especially as a framework for foundational onboarding and training for new team members. By providing clear guidelines and expectations, the playbook ensures that new agents understand the company's values and priorities, as well as the standards for customer service. This not only helps new agents feel more confident in their ability to handle customer inquiries, but also ensures consistency across the team. Additionally, the sense of authority and empowerment that comes from following the playbook helps agents take ownership of the customer experience and go above and beyond to ensure that customers are satisfied.

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Garrett Eischen

IT PMO Global Analyst - Ardagh Group
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Article is accurate, but I would express the need for process documents. To help with standardizing processes around the organization. This article is accurate with the verbiage, but I recommend adding a section around it comes to practice the importance of establishing standard procedural documentation.

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3 Communicate effectively

The third step to creating a customer-centric customer service culture is to communicate effectively with your customers and your employees. This means being clear, honest, and respectful in your messages, and using the appropriate channels, tone, and language for your audience. You should also listen actively to your customers and your employees, and acknowledge their feedback, concerns, and emotions. By communicating effectively, you can build trust, rapport, and understanding with your customers and your employees, and avoid misunderstandings and conflicts.

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Kai Scott

Customer Service Representative at RG Henderson
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Keep a wide and varied vocabulary. Listen for keywords and elaborate when asked. Be ready for both verbal and written communication and watch body language when working face to face with a customer. Communication does not end and begin with verbal.

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4 Deliver value and quality

The fourth step to creating a customer-centric customer service culture is to deliver value and quality to your customers. This means meeting or exceeding your customers' expectations, and providing them with consistent, reliable, and convenient service. You should also seek to add value and delight to your customers' experience, by offering them extra benefits, incentives, or surprises. By delivering value and quality, you can increase your customer satisfaction, loyalty, and advocacy, and differentiate yourself from your competitors.

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Garrett Eischen

IT PMO Global Analyst - Ardagh Group
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I would add a comment about how employees should be treated well. Happy employees = happy customers, which is huge to bolster team morale. This is vital to continue team motivation and creating an empowering and sustaining work environment culture. Many time customer service can get looked at as a revolving door, which is good or bad depending on the environment and how management defines success.

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Daniel Bishop

Family Business, Value Growth, Exit, and Integrative Financial Planning Advisor
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You need to deliver quality and value and percieved quality and value. Just because they need it doesn't mena they want or value it.

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Kyle Gadoury

Technical Sales Consultant
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Find ways to say “Yes”. Different customers will find different aspects of service more valuable than others. The more you can say “yes” to your customer’s requests increases the quality of your service because they feel heard and appreciated regarding what they deem as valuable.

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5 Seek continuous improvement

The fifth step to creating a customer-centric customer service culture is to seek continuous improvement in your service. This means measuring and monitoring your service performance, using metrics such as customer satisfaction, retention, loyalty, and referrals. You should also collect and analyze customer feedback, and identify areas of improvement, opportunities, and best practices. You should also involve your employees and customers in the improvement process, by asking for their suggestions, implementing their ideas, and rewarding their contributions. By seeking continuous improvement, you can enhance your service quality, efficiency, and innovation, and adapt to changing customer needs and expectations.

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6 Align your culture with your vision

The sixth and final step to creating a customer-centric customer service culture is to align your culture with your vision. This means defining and communicating your vision, mission, and values, and ensuring that they reflect your customer-centricity. You should also align your policies, processes, and systems with your vision, and ensure that they support your customer-centric goals and objectives. You should also align your leadership, management, and recognition with your vision, and ensure that they model, inspire, and reward your customer-centric behaviors and attitudes. By aligning your culture with your vision, you can create a coherent, consistent, and compelling customer service culture that drives your business success.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Kai Scott

Customer Service Representative at RG Henderson
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Consider your customer’s circumstances and give empathy to the situation. Be prepared for difficult situations. Not everyone is coming in ready to be cooperative or listen. Despite needing your help or service not everyone is ready to admit that or take it willingly.

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What are the best practices for creating a customer-centric customer service culture?

1

2

3

4

5

6

7

1 Understand your customers

2 Empower your employees

3 Communicate effectively

4 Deliver value and quality

5 Seek continuous improvement

6 Align your culture with your vision

7 Here’s what else to consider

Customer Service

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What are the best practices for creating a customer-centric customer service culture?

1

2

3

4

5

6

7

1 Understand your customers

2 Empower your employees

3 Communicate effectively

4 Deliver value and quality

5 Seek continuous improvement

6 Align your culture with your vision

7 Here’s what else to consider

Customer Service

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