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Delivering outstanding customer service and enhancing the customer experience fundamentally hinges on how effectively you inspire and train your teams that directly interact with customers. Based on my experiences through consulting with organizations globally to revamp their customer service frameworks, I’ve observed that the quality of leadership often distinguishes average service cultures from exceptional ones.
After hiring individuals with the right potential, the key to transforming these capable yet inexperienced employees into customer service advocates lies in your leadership style. Let’s delve into the methods that facilitate this transformation.
A comparative look at two service styles
Imagine two fictional customer service representatives:
Employee #1 is technically proficient, rarely makes errors, adheres to procedures meticulously, and accomplishes assigned tasks. This is a strong start, but the downside is that their attention is predominantly on executing their designated responsibilities in a set order, often overlooking the broader context of the customer experience.
Employee #2, on the other hand, shares similar technical skills, but possesses an innate “customer-focused radar.” They have an acute awareness that allows them to identify when a customer requires assistance, regardless of the specific area of responsibility. This employee proactively engages with customers to address inquiries or unexpected needs, often taking the initiative to enhance the overall experience.
This divergence in service delivery can often be traced back to the type of leadership and customer service training each employee has received.
Understanding purpose beyond tasks
Assuming both employees exhibit comparable levels of natural empathy, the key differentiator in their effectiveness lies in one essential element: awareness of their true purpose within the organization.
Every employee has both a job function—detailed in their job description—and a deeper sense of purpose. While job functions consist of technical tasks and responsibilities, such as answering queries and following protocols, purpose resonates beyond these duties. It embodies the underlying motivation that compels one to step outside their predefined role when the situation calls for it.
For professionals in customer service and customer experience, this purpose might be framed as: “Your role is to create memorable, positive experiences for every customer who interacts with our organization.”
Kicking off transformation at orientation
Instilling this purpose-driven philosophy must begin at the earliest stages of employment. A remarkable example comes from the visionary founder of the Ritz-Carlton hotel chain, who personally conducted the orientation for all new employees at each new hotel opening. Rather than focusing on operational minutiae, he introduced himself with the statement, “I’m the President of this hotel. I’m an important person here.” He would follow that with, “And you are an important person too—in fact, you shape our guests’ impressions more powerfully than I ever could.”
He then emphasized their shared goal: “The genuine care and comfort of our guests is our highest mission.”
In a similar vein, the Mayo Clinic, famed for its excellence in healthcare, communicates its straightforward purpose from the moment employees join: “The needs of the patient come first.” This guiding principle encourages employees to prioritize patient needs over rigid job descriptions when conflicts arise.
Beyond slogans: Establishing a purpose-driven culture
A meaningful purpose statement sets the stage, but nurturing a culture centered around purpose demands further measures. Consider these essential components:
- Regular reinforcement: Hold daily or, at minimum, weekly meetings centered on your company’s purpose. Share real-life instances where employees have embodied this purpose and encourage ideas for future opportunities.
- Positive peer influence: Observing colleagues actively serving customers and going above and beyond fosters desirable behaviors within the team. Such interactions enhance the service culture naturally over time.
- Thoughtful standards: Craft clear standards for recurring tasks, ensuring each requirement is accompanied by an explanation of its purpose. Allow flexibility for deviations when needed to avoid creating a culture of robotic compliance.
- Empowerment: Give employees the authority to make customer-centric decisions without bureaucratic constraints. For instance, celebrate an instance where someone helps a customer beyond their scheduled duty instead of penalizing them for a schedule deviation. When purpose guides decision-making, technical rules take a backseat.
The pivotal role of leadership
Transforming customer service and experience requires leadership that consistently places purpose ahead of function. Throughout my experiences as a trainer and advisor in customer service, I have witnessed the significant impact of this leadership approach in enhancing performance.
By helping your team comprehend the significance of their work and its influence on real customers’ lives, you can unlock intrinsic motivation that goes beyond what technical training offers.
Successful customer-centric companies do not merely instruct employees to adhere to procedures; they inspire them to pursue a more meaningful mission. They realize that exceptional customer service emerges when empowered team members grasp their true mission and are supported to pursue it innovatively and consistently.
As a leader who nurtures this potential in your team, you lay the groundwork for service experiences that genuinely set your organization apart.
Source
www.entrepreneur.com