Customer Service - Creating Positive Customer Perceptions - Part 1

In the early 1990's, I worked as an account representative for a mail order pharmacy. In order to better understand our customers, I decided to take a part-time position within the customer service department. This helped me experience the challenges facing our agents, hear the type of questions that were being asked by our participants, and to determine the cause of our wait times. I quickly realized that our agents were doing more than just entering orders and explaining account balances, they were educating clients about their plan, answering questions about drug classes, refills and shipping dates, helping customers translate their prescriptions and listening to customer's stories about everything from a recent diagnosis to the birth of a grandchild. It was this experience that helped me realize that customer service is truly the heart of an organization. 

A customer service agent drafts the perception of your organization, its products and services that your customers carry with them and share with others.  The truth is... the customer service, management, engagement or support department is the voice of your organization. This voice is an extension of your marketing and advertising initiatives and should be regarded with the same priority and care.

I left my position as an account representative and took a team leader position in a call center that employed approximately 100 customer service agents. My new employer understood the importance of a satisfied customer. The smartest thing the company did was empower its agents and leaders to make the customer happy. I was able to offer partial refunds, full refunds and comp products. This allowed me to offer solutions that made the customer feel as if he or she had been heard, understood and valued. These positive perceptions bred customer loyalty and a trust in our products and services.

My belief is that customer service should be rooted in the ideals of the Golden Rule; provide your customers with the same service that you would expect to receive, put yourself in the customer's shoes, listen, care and by all means take some corrective action. It is simple ...provide a solution that turns a "this stinks experience" into a "I love you man" experience.

Stay tuned for more ramblings on this subject.