customer experience | Customer Service Solutions, Inc. - Page 24

I was reading a management book written by a former naval officer.  He was given a leadership role over a ship that had been underperforming and had low morale.  One thing he did to turn around the performance, to improve morale, was instill in everyone onboard the principle that we need to respect each other, regardless of rank.

For anybody who’s watched an old military movie where the personnel show respect for rank, often you hear the statements of “Yes, General” or “Sir!  Yes, Sir” that we see exhibited by those with the more junior ranks.

But the Captain of this ship, the one trying to instill a new, high-performing culture, expected EVERYONE to be respectful of EVERYONE.

To understand “respect” in customer service, we have to paint a picture of it.  For many people, it’s much easier to paint a picture of respectful behavior by describing disrespectful behavior so that people know what action NOT to take.  Sometimes we literally define the word respect to paint that picture for those in customer service.

Communicating Respect to Rank

Today, let’s think about respect in terms of how it’s conveyed to people of rank – whether it’s an organizational leader or even the President.  The words we use (Yes, Sir or Yes, Ma’am) are stated frequently in response to what the ranking person says.  With individuals in those in high-rank roles, we try to understand their needs so that we can address them, carrying out their orders or requests.  We listen as much as possible in that one encounter to minimize the need to meet with them again as well as to ensure we don’t take up any more of their time than is necessary.

Communicating Respect Regardless of Rank

These are all actions and behaviors we can do with each other – with co-workers and with customers.  Use personal names and respectful terms to greet and address individuals throughout the conversation.  Try to understand specifically what they’re saying by asking the right questions and spending the majority of our time listening.  Allow them to speak first, and be patient through the conversation.  Follow through on what we offered to do, trying to limit how much of their time is required, whenever possible.

Respect, Regardless of Rank – find ways to make respect an all-the-time thing.

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The ultimate game in professional American football is the Super Bowl.  In this past year’s Super Bowl, James Bradberry of the Philadelphia Eagles was called for a penalty with less than two minutes to go in the game.  The penalty gave the other team a first down; the other team was able to run the clock down until there was almost no time left, and then they kicked the winning field goal.

The penalty was one of those that, technically, was the correct call.  Bradberry briefly grabbed the shirt of a wide receiver, and that’s a penalty.  In a lot of games, in a lot of situations, that penalty is not called.  But at the end of the most important game of the year, Bradberry made a mistake, and he was called on it.

In the lead up to this upcoming season, Bradberry was asked about this play.  He said “A play’s going to happen. Good play. Bad play. You’ve got to move on to the next one.”

Ours is an Imperfect World

The working world that we live in – about customer experience, retaining clients, delivering good solid customer service – is an imperfect world.

And we are imperfect.  Despite our best intentions, our best training, our best skills, and our reading of weekly customer service tips, we make mistakes.

Even though I’m someone who has run a management consulting firm focused exclusively on customer service, client retention, and customer experience for the last 25 years, I make customer service mistakes.  I may make a mistake in how I respond, or maybe I don’t respond timely enough.  Recently, I left someone off the list of invitees for a meeting to debrief on a research project.  We make mistakes, and hopefully we apologize sincerely when we do.

Don’t Stay in the Negative

But like Bradberry, we need to move on.  We can’t get consumed by the mistakes of the past, because then we are allowing ourselves to get mired in mediocrity and negativity.  We need to acknowledge our mistakes, learn from them, and move on.

There will always be opportunities to do better, to improve, to take care of our customers.

So, the next time one of us imperfect people makes a mistake, let’s make sure we’re able to move on.

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