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Customer Service Crucial To Maintaining Clientele
by Ron Kaufman
[MANILA, PHILIPPINES - Tuesday, November 30, 1999 reprinted from BusinessWorld Magazine]
Singapore-based marketing guru Ron Kaufman last week shared
trade secrets on improving an organization's customer
service program in a one-day seminar at the Makati
Shangri-La.
The seminar, entitled "Ron Kaufman in Unbelievable! Serving,
Sizzling, and Succeeding Your Way To The Top," was organized
by TeamAsia and the Young Entrepreneurs' Organization.
Speaking before over 500 participants from 46 companies
nationwide, Mr. Kaufman gave an upbeat and dynamic
presentation of the four components essential to achieving
marketing success.
He spoke on how to increase customer base, achieving
improved levels of sales, service and performance, and
building relationships with customers, suppliers and team
members.
Each of the four components is made up of strategies that
seek to break the old mindset on dealing with the customer.
In an interview after the seminar, he told BusinessWorld, "I
have been all over the world and people are realizing that
improved customer service is important to gain advantage.
And so, if you have a great product and provide fast
delivery but if you don't have the right customer service,
the customer is going to find business some place else."
He noted that Filipinos possess the natural ingredient for
good customer service. "The Filipino people have the natural
ability to give good service. They are warm people, they are
spirited, kind, caring and friendly people."
But he added, "Filipinos are too busy competing with each
other that they fail to compete with the world." To
complement this hospitable nature, he challenged
participants to work on improving their speed, ingenuity,
reliability and quality.
He said to achieve superior service, a company must have an
excellent product, and must have a good delivery system,
service mindset, and should develop long-term relationships.
"Customers remember surprising and unbelievable things
companies do for its customers."
He said when a company causes inconvenience, it must
initiate moves to recover a customer's loyalty, including
sending a letter of apology or a gift. "When you do
something more than the expected, the customer's loyalty
will move up to a higher level than what it was when the
problem occurred."
Mr. Kaufman said a good service recovery strategy is another
step to gain customer loyalty. This could involve
apologizing, solving the problem fast, empathizing with the
customer and implementing improvements.
"Don't stop working when they stop complaining, stay in
touch until you are sure the customer comes back and their
long-term loyalty is assured."
The people in a company, he added, must take personal
responsibility for their actions towards their customers,
whether they are frontline service providers or managers.
Mr. Kaufman said a problem among Asians is that people are
always "waiting for the boss to give them permission or to
tell them what to do."
"Those days are over the person at the front line should be
able to make a decision and act upon it. The worst thing is
when that person makes a mistake. So what? You learn and
then next time you don't make that mistake again."
He said there must be a stop to blaming others. Taking
personal responsibility for actions is a proactive way of
dealing with the situation. On top of this, he said working
as a team will produce better and more rewarding results.
"Front-line service providers are key drivers in any great
service organization. But remember the power of the
'back-end' to win or lose the race."
Mr. Kaufman cited the example of an Italian Grand Prix
winner who stayed in first position since his pit crew was
1.3 seconds faster than the competitor.
Lastly, Mr. Kaufman noted the need to see the world from the
point of view of others, particularly from the customers.
"It takes effort to see the world from another person's
point of view, but doing so produces rewarding results." In
this way, he added problems are solved faster and
innovations discovered.
Copyright, Ron Kaufman.
Ron Kaufman is an internationally acclaimed innovator and motivator for
partnerships and quality service. For a FREE Newsletter, visit:
http://www.RonKaufman.com
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Mr. Ron Kaufman
Speaker/Author
Customer Service Expert
Singapore
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