FROM NZCB —
Tricia Indo NZCB Board Member
Shifting from Customer Service to Customer Care Within a highly competitive market environment where price has become a hygiene factor, a company’s reputation for providing a superior level of Customer Care can be an effective differentiating point and often the deciding factor for potential customers looking to build or remodel their home. An above the line attitude is a like an OAR, propelling and steering the business ahead, taking Ownership, Accountability and Responsibility to drive actions and decisions. Taking the extra step for customers, acknowledging the issues, and remedying the situation. On the other hand, a below the line attitude towards customers is like digging further into a hole or making a BED of it – meaning Blaming others, making Excuses and Denying mistakes. Not fronting up to issues at hand, failing to follow-up and focusing only on being right at all costs are examples of poor attitude. Customers do not feel valued when confronted by these actions.
Everyone agrees on the importance of ensuring that customers receive good value for the services that are provided. However, customers also want to feel valued. Shifting from the notion of providing Customer Service to a more connected concept of delivering Customer Care is how successful businesses stay ahead of the competition, regardless of market conditions. A business’s alignment with the values it holds at heart as well as the attitudes and behaviours of those within the business shape its reputation. At the heart of New Zealand Certified Builders’ core values is to “strive for quality workmanship: meeting or exceeding the customer’s expectations.” How is such a bold statement displayed in practical terms? What behaviours demonstrate what this looks like through the Customer Care lens? How businesses and the people within them think about Customer Care comes down to attitude. A simple way to analyse the attitude in a business is by the above and below line concept. Being above the line shows a customer-centric attitude and being below the line is less aligned with value added outcomes.
This concept also applies when it comes to dealing with suppliers and sub-contractors. Where does their attitude sit in terms of the line? How do they align with the notion of Customer Care? Customer Care is not just talking about it, it is about doing it. In other words, the behaviours that make it happen. Delivering on what is said and not overlooking the little things. Clearly understanding customers’ expectations and being honest about what can actually be delivered. Actively listening and concentrating on what they are saying, or trying to say, to understand their needs rather than dismissing their input. This also helps to ensure the customer has confidence that you will provide the correct solution. Follow up and follow through by getting back to customers quickly. Do what was agreed upon and keep them in the loop. Don’t wait a week to respond to a simple email. Take advantage of technology by using a virtual assistant tool or set follow-up phone reminders. Good Customer Care helps minimise conflict when, or if, it arises. Also, closing the loop at the end of a job to make sure everything is okay, turns a customer into a raving fan of your business. Adjusting to the customer’s expectations is about the level of care they believe to be deserving of. The reality is, some customers require more of it than others and it is vital to focus on getting this right the first time, every time!
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