Customer focus saga

Professional clinics treat their patients as if they are recovering. Visitors of cozy restaurants are addressed as guests. It is not a big deal, but it makes sense and shows unusual approach. “Patient”, “visitor”, “passenger” – that words sound like nails on a chalkboard. What all that Mrs and Mr about when you poke into gentle souls.

Very few people could prioritize someone’s interests, concerns and needs. This is easily said, but it is difficult to put into practice. The one who pays hopes for understanding, but gets only sigh of relief of the seller who is celebrating profit. When traditional roles are reversed, we become unsympathetic and evil.

Banknotes, sticks and ticks are that what we usually see in people. We feel like a gear selling time for salary. Your income does not depend on politeness, so why bother? Picky accounting and greedy personnel department constantly economize on the labor. Equalizing rewards nips good intentions in the bud.

The origins of the ill will go back to the days of salesmanship. The goods were not delivered to the store, but “thrown away”. Those who stood in line often did not know what they could have. Sometimes there was only butter for three days, but everyone was buying it, because after all 400 grams were “stocked”. At night hardworking ones were reselling goods for those who were sluggish.

Courtesy was not required as people were snatching everything away – fish, even in huge ice chunks, crumpled bread and raw sugar. Milk was poured by guesswork, kvass was usually poorly fermented, beer was shamelessly diluted with water. Screaming sellers were respected for integrity, the country was ruled by deficit.

Commodity abundance influenced only advertising faces – they become nicer. State standards are to be cancelled, Rospotrebnadzor is concerned only with blocking Telegram. Customer extremism flourished in response to humiliations: fake teeth breaking while eating cereal and dummy glass splinters in juices for kids.

Exhausted by early wake-ups, underpaid salesmen trudge to work in horrible mood. All work and no play, counting every penny make people less generous and sympathetic. A hungry one is deaf to the Director’s persuasions. Irritated employees infect visitors with grudge and anger.

The net is overwhelmed by the cries of the offended. Galya, canceling the purchase, turned into a meme. Phrase: “you must visit the branch where you launched your card”, – is no more laughable. Online representatives of brands send everyone to the contact centers, where they usually hear: “Operators are busy, please, stay on the line, your call is important to us”.

The behavior is determined not by a point of view, but by values:

1.     Which side should we choose: the company or the customer?

2.     Should we serve those who drop into the office in the last 5 minutes before closing?

3.     Should we trust client’s claim that the goods were damaged or demand a check?

4.     Should we let the hotel guest out on the flight if the terminal is not working at the reception?

5.     Should we forgive meadow trampled by wedding in front of the restaurant or country club?

Client-oriented owners and wage-earners take the consumers’ interests into account and are ready to the conscious suppressing of their own rights at their own expenses, but make others happy, glad and loyal. This is possible with high consciousness, financial well-being and sufficient powers.

The owners select employees, design business, adjust processes, organize production and the scheme of rendering services. They agree the cost price, set an example of payment discipline, demonstrate a model of behavior. The owner sees further, knows more, freely disposes of funds.

Direct subordinates will be a little tighter, meaner, sloppier. Each next level is a little worse, tougher, unfriendly. Therefore, the owner must take care of the hierarchy which should be flat, otherwise his personality will be filtered out by layers of communication, like water in a drinking filter.

The rules of customer focus are simple:

 1.     Friendliness costs money, time and resources. So you better provide a foundation of reserves.

2.     Servility falls on the shoulders of the staff, the conversations become more complicated, so rehearsing is crucial.

3.     Visitors value constancy – do not worsen the service even under the pressure of circumstances.

4.     Courtesy must be taught as the previous experience is insufficient.

5.     Start with the proper level of product and internal culture, because they justify the diligence.

Recommendations are clear:

1.      Customer focus cannot be established from particular date; there should be favourable environment for it.

2.      Negligent employees should be fired, there is no sense in waiting until they will recoup on the guests.

3.      Consider the costs of welcoming as a part of marketing and it will result in increased recovery.

4.      You can take the side of the client, but not at the expense of colleagues. Make concessions out of your pocket.

5.      If you want to thrive – set standards above the industry’s benchmark. Let others equal the best.

Opportunities in the 2c product segment:

1. Temporary replacement when applying under warranty.

2. Consideration of repairing after the expiration of the warranty period.

3. Preventive procedures or consumables as a gift without obligation.

4. Refund for goods without packaging or after a month without asking for reasons.

5. Free measurement, delivery, installation, shoe covers and "thank you, no tips".

Approaches in b2c services:

1. Service extension at 89% consumption share.

2. An explanation of the characteristics, difficulties, misunderstandings, offer to help.

3. “Welcome-call” after initiation and “service call” in condition of non-standard behavior.

4. Communication with a smile, explanation for the hundredth time as friendly as for the first.

5. Detailed and polite clarification of the procedure, verbal step-by-step support.

Courtesy in the commodity b2b segment:

1. Packaging, unpacking and delivery, even to the point of application.

2. Storage of stocks for cases of unforeseen circumstances.

3. Minimization of formalities when ordering, replacing, servicing.

4. Working on parole, followed by the primary provision.

5. Timely documentary support of accounting and tax accounting.

Diligence in b2b services:

1. Availability of online quality control system.

2. Urgent rendering before the formal order.

3. Immediate provision in case of emergency.

4. Qualified, polite and unhurried staff.

5. Regular common tips for improvement and optimization.

A well-known sociologist was asked: “How can an overly helpful subordinate harm his chief?” He replied: “By throwing both ends of the lifesaving rope to his drowning boss in excess of courtesy”.

Source: New Retail

Translation: Сапербек Кенжибек