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Customer Service Excellence Checklist


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Customer Service Excellence Checklist This Customer Service Excellence Checklist will be helpful to any company that would like to gradually reach a state of full customer satisfaction, delight and loyalty. With its help you can find out how you can make the quality level of your customer service to be really outstanding.

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Customer Service Excellence Checklist:

  • Customer service excellence starts with a focus on people. An organization needs to incorporate service standards into on-the-job guidelines for the employees who deal with the customers, and continually monitor & improve employee adherence to these standards;
  • In order to define adequate standards of excellence it is necessary to:
    • Determine customer expectations (respect, anticipation of their needs, speed of service, etc);
    • Minimize the gap between expectations and how they are perceived by the management;
    • Translate the real customer expectations into service quality specifications;
    • Define a way to measure adherence of employees to customer service quality specifications;
  • In order to secure these standards you need to:
    • Control the difference between specifications and actual customer service performance;
    • Minimize the discrepancy between service announced and service delivered in reality;
    • Control the customer perception of the actual customer service performance (you may apply different methods such as surveys, mystery shoppers, etc);
    • Control the gap between customers’ expectations and their perception of service they get;
  • Remember about the “magical” formula of Customer Service Excellence:
  • Customer Satisfaction  = Your Performance/Customer Expectations;

  • When identifying the Customer Expectations you need to qualify their level as well:
    • Ideal expectations: a way to a complete customer satisfaction, delight and loyalty;
    • Normative expectations: for example an item that is sold at an expensive price is associated automatically with a good quality and an outstanding level of service;
    • Experience-based norms: the objective observations on problems of your customer service, which occur in some conditions (for example slow service when overloaded with requests);
    • Acceptable expectations: something which is needless to say about, for example basic level of politeness in conversations, adequate speed of service, etc;
    • Minimum tolerable expectations: if the service is terrible, then at least the cost is very low;
  • Policies and efforts of your staff need to strive towards:
    • Matching the Ideal expectations;
    • Not violating the Acceptable expectations;
    • Improving the Experience-based norms;
    • Securing the Normative expectations;
    • Never going lower than the Minimum tolerable expectations;
  • Establish corporate dress code and set up certain requirements on appearance for people dealing with the customers in person. They need to be clean, well-groomed and mildly deodorized;
  • Emphasize your standing behind the products and services you sell. Give a refund guarantee to the customers, and provide them with a wide spectrum of free follow-up services to minimize probability of requesting a refund (just make sure the product really works for their needs);
  • Maintain toll free phone support line for customers and advertise its number proactively (in your advertisements, on the web-site, in business cards, etc). Make sure you have enough of standby operators to handle your daily average number of calls without missing a few or putting callers on hold;
  • Ensure that representatives of Customer Service are completely authorized to answer the most of typical issues and customer inquiries with minimum of escalations to a supervisor. A problem or a customer’s claim should be escalated rarely, only in some outstanding cases, while the most of necessary information, leverages, and tools should ...

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