by: Business Columnist – Jerry Osteryoung
“Be everywhere, do everything, and never fail to astonish the customer.”~ Macy’s Motto
I am often asked how you achieve great customer service in a business. This is a fair question, because though customer satisfaction surveys and mystery shoppers provide very effective ways of measuring the success of the existing customer experience, they do not tell us how to create great customer service in the first place.
Providing great customer service is not as simple as saying “exceed customer expectations.” Rather, it involves a series of interactions from the moment the customer first encounters your business until the time he or she leaves.
Too often businesses define the success of their customer service based on the experience created by only one person in the business, ignoring all other interactions. For instance, medical doctors frequently think they give excellent patient service but completely forget about all the other touch points from the front office staff to the billing department.