Delivering Customer Service That Differentiates

When you think about popular brands, it’s likely that their main product line comes to mind. A comfortable pair of jeans. Your dream car. That amazing menu item. However, in the service industry, we do not have a tangible product that will compel people to become loyal customers. We have to rely on something less concrete.

A Foundation of Customer Service

Stew Leonard, the CEO of Stew Leonard’s had this to say about his customer service policy:

“Rule 1: The customer is always right. Rule 2: If the customer is ever wrong, re-read Rule 1.”

So simple, yet so profound. This statement has been the foundation of his thriving retail business for more than fifty years. It serves as the primary differentiator for his brand and has enabled him to secure thousands of loyal customers and a team that exemplifies this promise every day.

As the CEO of a service company in the facilities industry, delivering outstanding customer service is critical to our organization’s continued growth. We invest in comprehensive training for our team so that everyone is clear on expectations for how to treat our clients and vendor partners.

We continually evaluate our processes and technologies so that the interactions are as seamless as possible. We over communicate to ensure all parties are clear. This is part of our #BeBetter Experience and because of it, word gets around.

Do the Unexpected

Over the past eighteen months, shoestring budgets and skeleton crews have been the norm for many companies. During this time, it may have been tempting to short-circuit your customer service and blame poor service on the pandemic or other challenges. However, the happenings of the past year or so were the perfect time to further strengthen this brand differentiator.

During times of uncertainty, it’s expected that customer service may suffer. However, what a pleasant surprise it would be to do the polar opposite – to go above and beyond. To do the unexpected. ?

• What if, instead of changing payment terms to subcontractors because of a negative or challenging cash flows, you kept them as is?
• What if, instead of charging extra for a premium service, you charged the regular price?
• What if, instead of customer service being available during business hours, it’s available 24/7?

At Branded Group, our team is committed to service excellence. ?

• We over communicate so that our clients are always in the loop about their jobs.
• We offer our expertise to help them in their businesses. For example, one of our sales team members has a strong background in operations and she shares this knowledge with her clients.
• We hold customer appreciation events to illustrate how much they are valued.
• We partner with our customers on our social impact events.
• We share important and relevant industry news via our social media and monthly communications.

?Good Words Get Around

We all know that it is much more difficult to attract a new customer than to keep an existing one. When you put processes and procedures in place that result in an exemplary customer experience, you can expect that the news will get around. Even those customers who may have previously passed you by, may think twice when they hear about how you continually delight your loyal clientele.

We live in a time where customer service goes beyond face-to-face interactions. Twenty-first century customer service is multi-channeled. ?People want a consistent experience across every channel and they also want a single point of contact, which builds trust and confidence.

Ensuring that your team is well-trained, that your customer service strategy is engrained in your team’s DNA, and that you continually raise the bar will help you to differentiate your brand and result in customers for life.?