Time To Get Sophisticated About Delivering A Top-Quality Service

Quality Service

Building brands and delivering the original customer promise is often diluted to a pushy sales approach for every customer that walks through the door. 

Long gone are the days that customers want to be sold to. In itself a big challenge for the franchise market where businesses trade off the back of a franchise model. Building brands and delivering the original customer promise is often diluted to a pushy sales approach for every customer that walks through the door. This is not just happening to retail but in every industry that is struggling from digital agencies to financial services. Customers require a sophisticated approach to being serviced, and that needs attention and focus.

No-one likes to be commanded or told what they should be doing. Yet, this seems to be the main approach to selling under challenging market conditions. We are all customers of something at any given time, we are swamped by choice, overwhelmed with the decision-making process and clueless in being able to compare seemingly equivalent choices.

Generic service for mid to top end customers, simply indicates a lack of training and poor business management. 

Unless you are a low-end mass market brand, a generic one-size fits all approach will not get you clients. Generic service for mid to top end customers, simply indicates a lack of training and poor business management. An example of this is customers opting to ditch an instore retail experience in favour of online convenience.

Humans need human interaction, want gratification and an empathetic dialogue with a specialist. When your business doesn't deliver these basic deliverables, whatever your product or service, your customer will eventually walk.

Knowledge, however, is not enough. It's the start of the stepping stones towards a tailored more sophisticated approach. The complexity comes from the understanding, respecting and meeting the emotional levels of buying decisions. 

Before you even get to the personalised approach, your customer service staff must be able to answer every possible question about your offering. Unless, they are trainees, in which case it's good to manage customer expectations and buddy them up with a capable team member, lack of knowledge is totally unacceptable. Knowledge, however, is not enough. It's the start of the stepping stones towards a tailored more sophisticated approach. The complexity comes from the understanding, respecting and meeting the emotional levels of buying decisions. This is true for all considered and non-impulsive purchase commitments, whether B2B or B2C.

Being able to answer questions opens up the opportunity to communicate with the customer in the first level. From there, your service must move to understanding and collaborating to solve the customers dilemma. Pushing products doesn't do this. Listening and suggesting alternative solutions to their challenge does. It's a gentle approach that requires patience and concentration. See the customer as an individual rather than their wallet or budget. The information gained from listening needs to feed into understanding the purpose that customer wants to fulfil.

Adjusting the conversation to usage opens solution-finding to include new and more options. At this point likability of your staff is important and how easily the customer relates will often determine a successful and genuine result. Even if it doesn't end in a deal closure, this is the point where the interaction creates a positive impact and a return consideration by the customer. Affability then directs the customer to consider the purchase.

A customer will commit if they feel that the solution is the only one in that moment of time that will satisfy their needs. If the effort to find another option is not worth their time, they will consider the buy. This is the point that they value the features and benefits of the option. It's USP, brand image and reputation. With strong brands this is the commitment point, with weaker brands the consideration process is further extended to the creative aspects of the option.

While a herd mentality drives trends, most people want to have a certain level of individuality that comes from the non-conventional. 

Buyers of all products and services want to buy something innovative and new. While a herd mentality drives trends, most people want to have a certain level of individuality that comes from the non-conventional. In other words, by the time a trend hits convention, it's being sold everywhere and at the cheapest price points. Consider how you offer new ideas and then deliver them with precision and excellence. 

All too often all the hard work done to service the customer and close the deal is compromised by a company's attitude to their customer, as stated by their policies.

This superiority of delivery resonates in the customer as trust, quality and confirmation they made the right decision. The management effectiveness of your business becomes transparent at this ability to deliver at a better than average level. Being average doesn't win the market share. Support the deal with the overall mutually positive attitude, that shows responsibility and integrity to do the right thing, then state it in your legal terms or refund policy. All too often all the hard work done to service the customer and close the deal is compromised by a company's attitude to their customer, as stated by their policies.

Finally, when you have a deal and a satisfied customer, the ultimate service deliverable is whether your offering delivered on its usage promise. All the servicing along the way is completely wasted if your product or service is not fit for purpose. Invest in authenticity throughout the entire customer experience and pay attention to the complexity to elevate your customer service and drive return business.

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