The 5 Fundamentals of Exceptional Customer Service & Client Retention

Exceptional customer service seems like a lost art and companies that excel in this area find themselves enjoying many different layers of success. Companies like Chick-fil-A, Nordstrom and Ritz-Carlton all have strong reputations for making each individual feel like they are the most important customer at that moment, but being a large company is not a qualifier for great customer service. Whether a company’s size is 1 employee or 1 million employees, extraordinary customer service can be at the heart of any company’s principles. Most agree that customer service is “the right thing to do,” but sadly in this day and age, it is done well by less and less companies.

Strong customer service is shown to not only retain clients, but grow businesses through referrals. Plus, for individuals like myself, the Golden Rule of “treat others the way you want to be treated” just seems like it would be the only way to treat a client. It creates less turnover within companies and creates a more satisfactory work environment overall. Below is a list of a few simple, but fundamental pillars that companies should have embedded within their customer service protocols.

1)     Communication: Communication is key since it lets clients know that they are cared for, but proactively, it can solve many problems before they arise. No one wants to be left in the dark and in business, transparency is key. It seems so simple, but it also seems that many people shy away from sending an email, or in today’s age, avoid picking up the phone making a quick personal phone call. Communication with a personal touch gets pushed further and further on the backburner as technology continues to grow, so when a personal touch is provided, it can be a positive touch that will leave a lasting impact. A former boss once gave the advice of, “When you don’t want to pick up the phone and make a call (in fear of an uncomfortable conversation occurring), that means it’s a time when you need to do it the most.” No truer words have ever been spoken. 

2)     Follow Through: Everyone has had the negative experience of being promised follow-through and it never happening. Every company wants each client’s experience to be as positive as possible, and poor follow through can leave a client with a sour taste in their mouths faster than almost anything. In today’s busy world, the key to strong follow through is to set a realistic timeline for follow through to occur and communicate it to the client. Don’t set the timeline too close if you know your schedule is tight. Instead, allow some cushion and set yourself up for success to follow through on time.

3)     Responsiveness:  Anytime an individual or company experiences a pain point, finding a workable solution as fast as possible is top priority in their eyes. Everyone wants to feel like they are the only focus when an issue occurs, and embracing that mindset is the pillar of extraordinary customer service. Being available during these times of need, no matter how big or small the issue may seem, is imperative. No matter if it is a natural disaster, technological malfunction or other crisis that has caused an issue for the client, the faster a company can respond in a comprehensive manner will make for a reputation no shorter than heroic in the client’s eyes. 

Sometimes during a crisis, even if the ideal solution is not able to be delivered in that exact moment, just an acknowledgement and reassurance that it is in process can lift spirits. It has been proven that an empathetic response to a situation can be three times more impactful to a client than the speed at which is handled.1 The power that a small thoughtful note, lunch or phone call can have in a situation is simply amazing. What may seem small to you, may seem like an extraordinary effort to your client.

4)     Arming Clients with Resources: Why is your client hiring you for their needs? They see you as an expert in the field. Embrace it! Clients know that being an expert in their area of need does not happen on its own, but rather through providers’ constant learning and reading up on industry trends. Sharing this knowledge and resources with clients will make them feel valued and will also continue to establish credibility with them. Clients enjoy working with individuals and companies who can act as trusted advisors and having a network of resources and connections to pull from to help them during their time of need goes miles. 

5)     Work Culture: Often easily overlooked, the adage of needing to fill one’s cup first in order to fill others’ applies to customer service in a big way. Companies looking to provide exceptional customer service to their clients need to first put their own company’s work culture under a microscope. If a company’s employees are disgruntled, overworked and feel underappreciated, can it be expected that they will exceed in providing positive customer experiences? Of course not! Maslow’s Hierarchy of Needs plays a strong role in work culture and employee retainment. If employees do not feel valued and well taken care of by their employer, they are not going to have the motivation to go to extra lengths for clients and are less likely to stay with the company. If a company is struggling with constant turnover and dissatisfied employees, focus turns away from best serving their clients and is forced to turn to rehiring, training and other less productive efforts. 

Every consumer can name companies who exude strong customer service and those that do not. Every company would agree that they want to be on the list people think of for creating positive memorable experiences, not negative ones. It may seem like it will take valuable time to make customer service an essential part of the company, but it is time that will pay itself back exponentially.

Sources:

1 “22 Customer Support Statistics That You Absolutely Need to Know.” Blog, www.groovehq.com/support/customer-support-statistics.