Camping Trade World – Issue 09

BECOME A BETTER BUSINESS CUSTOMER SERVICE
something they’ve done that
they don’t consider to be good
customer service. So, this world
of constant contact is really a
double-edged sword for us as
brands – we can deliver speedy
and resourceful customer
service, we can also damage our
reputation by doing something
not deemed to be good in the
eyes of the consumer. So, where
do you start with a customer
service strategy in this crazy
modern world?
CONSISTENCY IS KEY
It might sound incredibly
obvious, but one of the key
attributes to any successful
customer service strategy is
consistency. You need everyone
within your business to
understand the objectives and
really buy-in to what you what
to deliver as a company. This
goes for every single person: the
CEO, the salesman on the road,
the person on the phones, the
marketing manager, the cleaner,
the people in the factory. To
deliver a consistent and effective
style of customer service, you
must explain and train your staff
in how you want things to work.
One of the best ways to do this
is to put them in the shoes of
the customers – how would you
want to be dealt with by your
company? This doesn’t just apply
to instances when there is a
problem, but also when things
are running smoothly. Having
a great customer experience
during a smooth transaction will
build loyalty with your brand.
Think about someone buying
a motorhome or caravan from
you. If you can build excitement
during the waiting period for
it to be ready and then make
the collection date a special
event, then that customer will
be even more thrilled with their
purchase. Make the sale an
event, have coffee, have flowers,
have a proper hand-over where
an enthusiastic member of
staff shows them around the
vehicle – small touches like this
are the lighter side of customer
service. Most people thing that
this aspect of business only
comes into play when there is a
problem, the truth is that almost
every interaction you have with
end users shapes your customer
experience strategy.
© Annie Spratt Unsplash
MANAGE EXPECTATIONS
Another good thing to consider
when creating a customer
service strategy is thinking
about what are realistic
expectations for your company?
There can be a temptation to
want to offer a level of 24/7
support that are simply unable
to do. There’s no problem with
this – just because Apple or
▲ Clear and open comminication is key to customer service.
Google offer round-the-clock
help, doesn’t mean you have to.
What’s important is that you
are clear about what you CAN
deliver. Something as simple
as giving a time frame on
how long you take to respond
to requests can make all the
difference and can help manage
the expectations of emotional
customers. Clarity will help
you to offer a level of customer
service that you can actually
deliver. It also goes without
saying that if you do this, you
simple have to deliver what
you say you will – nothing can
damage the customer experience
more irreversibly than a broken
promise. Almost every customer
you sell to has a job, they
understand how companies
work, and they are likely to be
much more reasonable if you are
open and honest about how you
deal with them.
MAKE THEM FEEL
SPECIAL
Customer service really is one
of those categories where the
small things add up. Little
details can help to make
your customers feel special –
something as simple as a quick
courtesy call to check they are
enjoying their purchase, even
if you do it with every single
customer, will make most feel
like you have gone the extra
mile for them. Anything you do
that shows you care about more
than just the customer’s money
is a win that can be priceless
to your business and its
reputation. Spend some serious
time thinking about achievable
wins that can be added to your
experience – and make sure you
ask everyone in the business
for their own views. They are
all consumers, and they all buy
things from various companies,
they may well have some great
examples you can adapt to your
own model.
www.campingtradeworld.com | 55