Today’s communication pace is so fast that people expect instant gratification through text, email, social media and smart phones.
One problem I sometimes see with new employees is their inability to tune out the noise and prioritize their daily functions. They get an email or a text and stop whatever they are doing to read it. By the end of the day, they feel frustrated that they didn’t get all their work done.
Unfortunately, this sometimes results in customer requests going unanswered. How we handle our customers says so much about our business, as well as the type of business we want to bring in. I try to impress upon my employees that customer service is not a department. It’s an attitude. We need to find a way to get back to the basics.
First, let’s talk about prioritizing work. I suggest working in a batch mode of responsibilities. Working in batch mode allows you to get much more done without interruptions. Then set aside time to read emails and texts and answer them in order of priority. Practice proper email and text etiquette by only communicating with those who need to know. The whole world does not need to be copied and have their emails and texts loaded up with useless input.
The priority must always be communication with the customer. Customers are looking for answers fast in today’s world. The reality is we can’t always have an answer for them right away. What we can do, however, is send an electronic answer that says two things. One, we recognize your request and we will get back to you. Two, this is when we will get back to you. Then make sure you do what you say.
I am very frustrated with a couple of my suppliers right now for their lack of communication. They are not responding to requests for a status of our orders, and they don’t follow through on their promises. Follow-through is so important to keeping your customers happy. We know that retaining current customers is much easier, and less expensive, than finding new ones. I impress upon my staff that responding in both an appropriate and timely manner is of the utmost importance.
The last point I’d like to make that I don’t necessarily believe in the phrase, “The customer is always right.” We need to evaluate whether we can meet our customers’ needs within their time frame, at the quality they expect and at a fair market price.
If we can’t do all three, we need to be honest with our customers and tell them the truth, not what they want to hear. Yes, we have the right to turn down business if it’s not a good fit. Sometimes we refer business to our competition in hopes they’ll someday return the favor. Taking this step can give your staff more time to work on maintaining and growing a profitable business.
Dolf Kahle is CEO at Visual Marking Systems Inc.
