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Can I Help You?
Listed under: Interviews
Published: Friday, July 03, 2009
With consumers growing increasingly fussy about where they spend their money, it's more important than ever for retailers to really up their game. But when it comes to providing first class customer service, are you doing enough? Jo Causon, chief executive of the Institute of Customer Service, shares her top tips for success
How important is customer service to the overall success of a retail outlet?
It could be the final nail in the coffin for recession-hit companies and is the only key differentiator between businesses these days. At the moment, highly competitive prices mean there is very little to distinguish one company from another and many consumers now make their decisions based solely on the level of service they receive. In the current economic climate, the businesses that consistently deliver excellent customer satisfaction will therefore gain a distinct advantage over the ones who do not.
What are the most common mistakes retailers make?
Organisations seeking to cut their costs by chopping staff training and development budgets are making a fatal error. While it's unrealistic to expect businesses not to search for ways of reducing their outgoings in the current climate, we would urge them to proceed with caution and concentrate on their training even more, particularly when it comes to key frontline customer-facing employees.
What are your top tips for providing excellent customer service?
It's the businesses that take customer service seriously that are currently reaping the rewards and will continue to do so beyond the economic gloom. Fortunately, there are a number of ways you can make sure yours is up to scratch. First and foremost, it's essential to recruit, train and utilise the right people, ensuring you keep them happy and satisfied at all times. Always recognise the importance of customer loyalty and welcome any feedback or complaints. Make sure you shout about your business as much as you can and commit yourself to building, developing and maintaining a reputation you and your staff can be proud of.
How can retailers really go that extra mile this year?
Striving to offer world class customer service will give your outlet a much higher chance of survival, ensuring your store comes out of the recession stronger, better and busier than ever before. Putting customers at the heart of your business will not only better employee satisfaction and therefore improve the overall corporate performance, but it'll make organisations far more competitive in the marketplace as a result.
What are the benefits of improving your standard of service?
Our research shows that companies with a reputation for fantastic customer service and committed frontline staff have a 24% higher net profit margin than their same-sector rivals – who do not boast similar credentials – and are able to achieve 71% more profit per employee.
What advice would you give to retailers looking to really up their game this year?
Those who aim for higher customer service standards will have a far better chance of survival and not only aid their own businesses through the downturn, but also help the UK economy as a whole by bringing it out of the recession as soon as viably possible.
It could be the final nail in the coffin for recession-hit companies and is the only key differentiator between businesses these days. At the moment, highly competitive prices mean there is very little to distinguish one company from another and many consumers now make their decisions based solely on the level of service they receive. In the current economic climate, the businesses that consistently deliver excellent customer satisfaction will therefore gain a distinct advantage over the ones who do not.
What are the most common mistakes retailers make?
Organisations seeking to cut their costs by chopping staff training and development budgets are making a fatal error. While it's unrealistic to expect businesses not to search for ways of reducing their outgoings in the current climate, we would urge them to proceed with caution and concentrate on their training even more, particularly when it comes to key frontline customer-facing employees.
What are your top tips for providing excellent customer service?
It's the businesses that take customer service seriously that are currently reaping the rewards and will continue to do so beyond the economic gloom. Fortunately, there are a number of ways you can make sure yours is up to scratch. First and foremost, it's essential to recruit, train and utilise the right people, ensuring you keep them happy and satisfied at all times. Always recognise the importance of customer loyalty and welcome any feedback or complaints. Make sure you shout about your business as much as you can and commit yourself to building, developing and maintaining a reputation you and your staff can be proud of.
How can retailers really go that extra mile this year?
Striving to offer world class customer service will give your outlet a much higher chance of survival, ensuring your store comes out of the recession stronger, better and busier than ever before. Putting customers at the heart of your business will not only better employee satisfaction and therefore improve the overall corporate performance, but it'll make organisations far more competitive in the marketplace as a result.
What are the benefits of improving your standard of service?
Our research shows that companies with a reputation for fantastic customer service and committed frontline staff have a 24% higher net profit margin than their same-sector rivals – who do not boast similar credentials – and are able to achieve 71% more profit per employee.
What advice would you give to retailers looking to really up their game this year?
Those who aim for higher customer service standards will have a far better chance of survival and not only aid their own businesses through the downturn, but also help the UK economy as a whole by bringing it out of the recession as soon as viably possible.
