The Four Cornerstones of Superior Customer Service

The heart of any company can be found beating inside the walls of its customer service department. Providing superior customer service after the sale is a smart business decision that pays long-term dividends. All the money that companies spend on sales training, marketing research, advertising, and PR initiatives to attract new customers is wasted if they can't keep their customers satisfied after the sale. Your satisfied customers' positive "word-of-mouth" endorsements have always been and always will be your company's greatest asset and most effective marketing program.

The only surefire way to keep a customer happy is to consistently go the "extra mile" and exceed his or her service expectations. Several years ago, I read a fascinating article about a survey that asked people to list the top character traits they expected from a customer service representative, CSR. The survey data clearly identified four key character traits that dominated the feedback list. As you review the list below, think about how your customers would rate your character traits and the quality of service you provide.

What Is Good Customer Service?

Good customer service is helping customers quickly, politely and honestly, and doing what you said you would do. Great customer service goes a step further. It anticipates needs, resolves problems before customers notice them, and leaves people feeling valued, not just served.

What Makes Great Customer Service? The Four Cornerstones

Four character traits consistently define the best customer service representatives (CSRs). They also work as practical customer service principles for any team:

1. Positive mental attitude. A smile can be felt over the phone, but so can a frown.  First impressions are extremely important and there's absolutely no substitute for a cheerful disposition and a positive mental attitude. Customers don't want to deal with grumpy, negative-minded CSRs who project a less than professional attitude. The survey showed that a positive attitude topped the list of the most valued character traits.

2. Respectful. All customers deserve to be treated with respect, even if they're difficult to work with or upset. Being rude or displaying unprofessional behavior is the fastest way to lose a customer for life. Cursing, name calling, sarcasm, belittling, shouting, or arguing with a customer is never justifiable under any circumstances. When you show respect to your customer, you'll eventually gain his or her respect in return.

3. Proactive. Don't just be reactive, be proactive. Proactive support is all about identifying and resolving customer service issues before they become a problem. You can be so successful with proactive customer service that you can often solve problems before your customers even realize they exist. Customers expect a CSR to be results-oriented. The best CSRs are inventive and show initiative when solving customer complaints.   

4. Dependable. If you can't be counted on to keep your word and deliver on your promises, your customers will drop you like a bad habit. When you make a commitment to a customer, always remember to under promise and over deliver. Your word is your bond and your customers expect you to live up to your promises. A dependable CSR keeps his or her customers continuously updated and return e-mails and phone calls quickly.

Turning Customer Service Principles into Habits

Knowing the principles of customer service is the easy part. Applying them consistently, across every channel and every customer, takes deliberate practice. Teams that want to build these habits can look at Achieving Excellence in Customer Service, and teams ready to move from service to a full customer relationship strategy may find Beyond Customer Service a useful next step.

"One customer, well taken care of, could be more valuable than $10,000 worth of advertising."
- Jim Rohn

FAQs

• What are the four cornerstones of customer service?

Positive mental attitude, respect, proactivity and dependability. Together they cover how a representative feels, treats, anticipates and follows through for the customer.

• What is the difference between good and great customer service?

Good service solves the customer's problem politely and on time. Great service anticipates the problem, resolves it early and leaves the customer feeling genuinely valued.

• What does good customer service look like on a phone call or in an email?

On a call, it means a warm greeting, active listening and a clear next step. In an email, it means a prompt, courteous reply that answers the actual question and says when the customer will hear back.

• Why do customer service principles matter after the sale?

Retention and word-of-mouth are built after the purchase. A satisfied customer returns and recommends you, while a neglected one leaves and tells others.