Time Management Skills in A Diverse Customer Service World

Reliable time management skills in a diverse customer service world are crucial in order to take advantage of opportunities to effectively interact with customers from various cultures. For years, anthropologists and others have studied the use of time in various cultures to try to better understand why some people view it differently. Their findings can be very useful in today’s world when many customer service representatives and other employees must be concerned with delivering excellent customer service across cultures. By better understanding cultural differences related to time and applying sound time management strategies or time management tips, service providers are more likely to meet their customer’s needs, wants and expectations.

In a diverse customer service world, the perspectives that many people have of time perception are often based on religious dogma or personal and cultural beliefs. For example, in the United States where the Puritans brought ideas of efficient use of time and a focus on the future, their culture developed to where today people focus on change, moving forward at a fast pace and getting more done with less. Entire industries (e.g. fast food) have developed to support this driving mentality. The challenge is that because the United States has become such a “melting pot” of diverse people who have brought with them their own religious and cultural values, conflict with time usage sometimes erupts between people from various subcultures. An example of this within the U.S. population is that many African and Latin Americans, Middle Easterners, Native Americans, Hawaiians, and Asians have brought religious and cultural values with them that focus on revering the past or focusing on the present as opposed to the future.

As an example of how time perception differences are common, ask people from various cultures or subcultures what they perceive an acceptable time for being late to an appointment might be. You will likely receive very different responses. For example, people from Germany or Finland often pride themselves on being some of the most punctual people in the world and are normally always early and on time for meetings and social events. Late arrival is considered rude and potentially insulting. In parts of Great Britain and North America being five minutes late for a meeting might be an acceptable time, but fifteen minutes or more would definitely be considered late and possibly rude, depending on the event and the person with whom you are scheduled to meet. In the Pacific Island, Middle Eastern and many African cultures, tardiness of thirty minutes or more is perfectly acceptable for a business meeting in many instances.

Just as in business situations, if you invite international customers to a dinner meeting or social event, you can anticipate that they will arrive at different times. This is sometimes based on their cultural backgrounds and values. For example, someone from Japan or Korea might arrive half an hour early, a guest from the United States or England — five minutes early, a Honduran and Latin American might show up thirty minutes late, an Italian could be up two hours late, an Ethiopian might be even later and someone from Vietnam might not come at all. They only accepted your invitation to be polite and to avoid causing you to lose face if they said no. If you ever host such an event, make sure that you specify your expectations in writing in order to avoid confusion or embarrassment to guests. For example, your invitations might specify that dinner will be served at 7 p.m. sharp.

If you interact with customers outside your own cultural group regularly, one tip for effectively delivering customer service in a positive manner is to do research on how your customer’s from a particular culture perceive time. By raising your cultural awareness, you will be better prepared to effectively handle situations where customers are either early or late for meetings and social events. This will also prevent you from inadvertently violating a cultural norm when attending a meeting or event with your customers. The result is that you can potentially meet customer expectations, increase customer satisfaction and form more solid relationships with customers from all parts of the world through your knowledge and actions.

Source of this article: Please Every Customer: Delivering Stellar Customer Service Across Cultures.

Making Customer Service a Strategic Organizational Initiative

by Robert W. Lucas

Making Customer Service a Strategic Organizational Initiative

In case you have not been paying attention in recent years, many time-honored national and international organizations have disappeared or are struggling to remain competitive. In most instances, this can be attributed to the fact that managers and executives have not effectively predicted societal changes. To compound the problem, they did not invest adequate resources into technology and hiring and training customer service representatives. Such neglect typically leads to employees ineffectively providing service levels expected by their customers. Often, the root cause is that decision-makers fail to make customer service a strategic organizational initiative.

In a global marketplace where the nearest competitor is likely to be only a mouse click away, inadequately planning or failing to restructure changing demands usually has dire consequences. The organizations that are prospering in the world are those that have focused on customer service as a strategic initiative.

What companies do you believe make customer service a strategic organizational initiative?

Many successful small businesses have realized that they cannot compete with larger national groups on technology, salaries, and other high-cost elements. What they can do is build a solid team of employees, treat them well, train them and make customer service a distinctive factor in doing business with customers. The result is typically increased customer satisfaction, enhanced customer loyalty, and reduced customer churn.

Some organizations that have paid the price for not adopting customer service as a strategic organizational initiative include:

Radio Shack
Borders Books
Blockbuster
Circuit City

Other well-known organizations are struggling to remain profitable:

Sears
K-Mart
JCPenney
Best Buy
U.S. Postal Service

Why do such failures occur? In many instances, because the management of the organizations fail to foresee coming customer service trends and do not effectively address changing customer needs, wants and expectations, such as:

Consumer buying pattern shifts (e.g. online and over the telephone rather than coming to a store).
Enhanced technology capabilities (e.g. Internet, mobile devices usage, and customer care centers) to provide state-of-the-art service 24/7/365.
Societal shifts that impact consumer spending (e.g. working from home).
Global competition. Many organizations now conduct B2B and business-to-consumer operations via technology where they can reach far beyond their normal geographic location. Customers now buy globally rather than just locally.
Geopolitical changes (e.g. free trade agreements). These open borders for trade and produce competitors from around the world.
Changing demographics and values. A more diverse customer base with varying needs shop today and people move from one location to another. These customers do not leave their cultural and personal preferences behind. All of this impacts product and service decision making and buying.

The reality is that customers have many choices for the same or similar products and services in today’s world. If an organization and its employees do not place customers at the top of their priority list when making decisions, it is quite likely that they may not get a second chance to work with a customer.

The effort to make customer service a strategic organizational initiative starts at the top and flows down to front line employees. For ideas on the knowledge and customer service skills that every employee needs to help make customer service a competitive distinction within his or her organization, check out Customer Service Skills for Success and Please Every Customer: Delivering Stellar Customer Service Across Cultures.

4 Customer Service Skills That Can Help Enhance Customer Satisfaction

by Robert W. Lucas

4 Customer Service Skills That

Can Help Enhance Customer Satisfaction

Effective customer service skills that can help enhance customer satisfaction are important for every employee in an organization. However, they are crucial for front-line customer service representatives who are the first contact point for customers. Today’s customer contacts come from many sources:

Face-to-face.
Over the telephone.
Via electronic technology (e.g. chat, Facebook, Twitter or another online platform).

Customer service representatives must have the knowledge and skills required to respond appropriately in a timely manner. Anything less can negatively impact customer satisfaction and could lead to disgruntled customers, increased customer churn and negative word-of-mouth publicity. The latter can be deadly for an organization because in the past research found people with negative experiences often told nine to sixteen of their friends or acquaintances about their experience. With social media and mobile technology, that number jumps exponentially and can be worldwide in a matter of seconds via customer feedback sites like Yelp, Amazon, Facebook, and TripAdvisor. Such websites provide a forum for customers to exchange information and feedback or offer product and service reviews.

What Customer Service Skills that can help enhance customer satisfaction are crucial for organizational success?

The following are four customer service skills that can help enhance customer satisfaction and increase customer loyalty.

Solid product and service knowledge. Few things are more frustrating for a customer than a customer service representative who lacks the knowledge or available information to answer a question or help resolve an issue with products or services that the customer either has or wants. Successful organizations invest time and money in customer service training for all new employees on all aspects of the organization and what it provides to internal and external customers. If training is not provided, employees should take the initiative to ask questions of peers and supervisors and read available information and manuals. This demonstrates initiative potentially prevents an embarrassing situation in which the customer service representative cannot answer a customer’s questions.
Active Listening Skills. Listening is the most used sense that most people have to gather information in order to formulate a response or make a decision. It is also a skill that is typically not taught in school or on the job, practiced effectively in life, or thought about as being important enough to strive for improvement by most people. Many people assume that they know how to listen simply because they have a normal range of hearing. This is a huge mistake. Hearing is an inactive physiological process of gathering sounds. Active listening involves actively focusing on what is heard and processing that information before formulating an appropriate verbal or non-verbal response. In a customer environment, active listening is a crucial skill and service representatives should continually work to hone and update this talent.
Effective Communication Skills. All customer service representatives must possess effective communication skills and be able to effectively communicate verbally, non-verbally and in writing in order to interact appropriately with customers. These skills take training and practice. In addition to learning how to communicate in different forms, employees should seek feedback on how well they are doing in communicating with others. A simple means for them to find out how others perceive their skills is to ask people who know them and have seen them in action working with customers. By soliciting feedback on their communication skills, they can quickly identify strong and weak areas. In addition to formal communication training in the classroom or via technology, peer and supervisory coaching are two good ways that many organizations provide feedback to employees.
Patience. Some people say that patience is a virtue. That may seem true when dealing with a frustrated, irritated or angry customer. A customer service representative who lacks patience in dealing with customers is likely to encounter more than one situation in which customer-service provider emotions escalate. The result of such encounters can be yelling (verbally or in writing through the use of all capital letters), threats, escalation to a supervisor, negative comments about the organization and employee(s) to others, and potentially, even violence. To ensure that this skill is exercised, many companies train employees to address frustrated or angry customers through roleplay scenarios and offer stress management training. They also empower employees to make decisions so that they do not always have to summon a supervisor in situations when customer issues arise. This can go a long way in helping keep emotional levels low.

There are many things that affect the outcomes of any customer situation. If a customer service representative possesses and uses these four customer service skills that can help enhance customer satisfaction, he or she is likely to be more effective in working with customers.

For more information on effective strategies customer service skills that can help enhance customer satisfaction and help build customer loyalty, research the topic on this blog. Also, check out Please Every Customer: Delivering Stellar Customer Service across Cultures, Customer Service Skills for Success and American Management Association’s self-study course, How to Be a Great Call Center Representative.

Delivering Excellent Customer Service as Part of a Service Culture

by Robert W. Lucas

Delivering Excellent Customer Service as Part of a Service Culture

Delivering excellent customer service as part of a service culture has become a pivotal determinant in the global competition between organizations. As the world has gotten smaller because of geopolitical changes, trade agreements, personal mobility, and connections via technology, the way that companies provide customer service and business has morphed. Customer retention and the establishment of customer service as a differentiating strategic policy is crucial in gaining and maintaining market share, especially for small businesses. Instead of just mouthing the words customer service to employees, they must ensure that the concept becomes part of the organization’s service culture. In order for any organization to deliver excellent customer service, it must adapt and embrace the new paradigm by investing in technology, attracting the best-qualified employees and then training them effectively.

In order to achieve customer satisfaction and reduce the customer churn rate, everyone in the organization must adopt a customer-centric approach in the way that service is provided. A paramount point for every employee to remember is that while vision starts at the top of an organization, it is the point-of-contact person who the customer reacts to and remembers. What that person says and does will often determine the outcome of interaction and what the customer says about his or her experience after it is over. Delivering anything less than excellent customer service during each customer-provider interaction can lead to the demise of customer service representatives and their organization.

All employees are involved in customer service today and must be open-minded and flexible when dealing with customers. They must embrace change, continually seek customer service training and upgrade their product and service knowledge while seeking to identify new, more effective and efficient ways to deliver service on a daily basis. This need is driven by the fact that the world is more diverse, automated and people move with a 24/7/365 (24 hours a day, seven days a week, three hundred-sixty-five days a year) mentality. Customer needs wants and expectations have changed dramatically. People expect things instantaneously and if they do not get it, they can become agitated or take their business elsewhere. Their desertion can often be accomplished with just the click of a computer mouse.

For additional articles and ideas on customer service, examine two of my books: Please Every Customer: Delivering Stellar Customer Service Across Cultures, Customer Service Skills for Success. You can also take the American Management Association self-study course, How to Be a Great Call Center Representative. All are available through the website www.robertwlucas.com.

Perceptions of Time Can Impact Customer Relationships

by Robert W. Lucas

Perceptions of Time Can Impact Customer Relationships

Perceptions of time can impact customer relationships. An understanding of the concept and value of time differences between individuals is crucial for any employee since they are likely to interact with people from other cultures periodically.

By recognizing that customers from diverse backgrounds may not view punctuality or tardiness from the same perspective as you, the potential for a more positive relationship between you and them is possible. For example, if you are looking forward to a vacation or other special event time may often seem to drag on. On the other hand, if you are in a hurry or are late for a customer meeting, time might seem to fly. These feelings may not be true for someone else. In the latter situation, you may feel greater pressure or feel stressed while someone from a culture where time is viewed as less important (e.g. Hispanic or Middle Eastern) may not have the same reaction.

Often the situation or the people involved in a given interpersonal scenario will dictate how someone perceives time. For example, many college students in the United States go by an unwritten standard that if their professor is late, they should wait a given period of time before leaving or assuming that a class is canceled. If the teacher has full professorial (tenured) status, they might wait fifteen minutes before leaving. If the instructor is an adjunct or associate professor (non-tenured), they might only wait ten minutes. In the workplace, you are wise to wait for at least fifteen to thirty minutes or so and then verify the cancellation of a meeting if you are scheduled to meet with a customer or a member of senior management.

The manner in which someone uses or addresses time often differs for various reasons. For example, some individuals grew up in a household or cultural environment where one or both of their parents or other caregivers had a lackadaisical attitude toward time and were often late. If this was the case in your home environment, the chances are that you may not be as punctual as someone who learned early on that being on time for meeting commitments was an important personal value. Depending on the situation and other people involved, this may or may not be an issue. In some cultures being late by as much as an hour is acceptable. The higher a person’s status, the longer you might have to wait for them. In the United States and other monochronic societies, five to ten minutes is an acceptable wait time if someone is late, unless they are high ranking in an organization, government or military. The logic in such cases is that because of the demands on their time and the level of decisions in which they are typically involved, senior-level people are more likely to be detained or called into unscheduled meetings or telephone calls which might cause tardiness.

The concept and value of time differ between individuals. By understanding that customers from diverse backgrounds may not view punctuality or tardiness from the same perspective as you, the potential for a more positive relationship between you and them exists. For example, if you are looking forward to a vacation or other special event time may often seem to drag on. On the other hand, if you are in a hurry or are late for a customer meeting, time might seem to fly. In the latter situation, you are likely to feel greater pressure or feel stressed. Even so, someone from a culture where time is viewed as less important (e.g. Hispanic or Middle Eastern) may not have the same reaction.

The bottom line in customer service is that you should always conduct yourself in a professional manner. This includes punctuality, following through on commitments and working to show your customers that you value and respect them. Effective time management should be part of your persona. Educate yourself on the traditions and values of customers from around the world and act accordingly when dealing with people from different cultures. This can lead to enhanced customer retention and satisfaction.

The information in this article is derived from Please Every Customer: Delivering Stellar Customer Service Across Cultures. For additional information on interacting with customers from various backgrounds and hundreds of ideas on ways to enhance your customer service relationships, get a copy of the book.

More Typical Customer Contact Center Representative Competencies

by Robert W. Lucas

More Typical Customer Contact Center Representative Competencies

In a previous blog article, I discussed crucial competencies call center and customer care center applicants and employees must possess to be successful when interacting with customers. In this article, I share more typical customer contact center representative competencies. I do this because I believe that it is essential that call center/customer care center personnel have strong interpersonal communication skills, be organized, able to problem solve, and have a strong sense of the importance of their function as the “face” of the organization.

It is essential that call center/customer care center personnel have strong interpersonal communication skills, be organized, able to problem solve, and have a strong sense of the importance of their function as the “face” of the organization. The following are additional common competencies that employers look for in applicants desiring to work in a call center/customer care center. These are listed in alphabetical order and vary in importance depending on the organizational mission.

The following are additional common competencies that employers look for in applicants desiring to work in a call center/customer care center. These are listed in alphabetical order and vary in importance depending on the organizational mission.

Multitasking/Managing multiple priorities or assignments simultaneously. Ability to receive customer information via the telephone while inputting data on the computer.

Negotiating effectively. Ability to identify customer needs, wants and expectations and then meet them through the negotiation of appropriate alternatives, when necessary.

Organizational skills. Ability to assemble and maintain information and data using a logical system using software or hard files where it can be readily accessed by the employee and others.

Peer coaching. Ability to offer support and guidance to employees and others, when required or appropriate.

Problem-solving. Ability to identify a root cause for a problem or issue through effective questioning and application of appropriate interventions to address them.

Teaming. Ability to work with diverse employees and contribute to team tack accomplishment.

Technical literacy. Knowledge and ability to learn and use a common call center or customer contact center, and basic office software and equipment, to accomplish routine job tasks.

Time management. Ability to use time and resources to address assigned tasks and customer issues.

For additional call center/customer care center competencies, ideas, techniques and strategies for enhancing customer relationships, and information on ways to build solid interpersonal communication skills, check out How to Be a Great Call Center Representative. In this self-study course book, you will find hundreds of powerful ideas for improving knowledge and skills that can aid in meeting customer needs, wants and expectations and lead to greater customer satisfaction and retention. You also receive a certificate from the renowned American Management Association.

Providing Effective Customer Service in a Diverse World

by Robert W. Lucas

Providing Effective Customer Service in a Diverse World

As the world grows smaller economically and otherwise (e.g. world trade, international travel, outsourcing and offshoring of jobs, worldwide Internet access, international partnerships between organizations and technologically transmitted information exchange), the likelihood that you will have contact on the job with people from other cultures, or who are different from you in other ways, increases significantly.

Providing effective customer service in a diverse world is something that virtually anyone in an organization must master in today’s business world. As the world grows smaller economically and otherwise (e.g. world trade, international travel, outsourcing and offshoring of jobs, worldwide Internet access, international partnerships between organizations and technologically transmitted information exchange), the likelihood that you will have contact on the job with people from other cultures, or who are different from you in other ways, increases significantly. This possibility also carries over into your personal life, since diversity is encountered everywhere (e.g. over the telephone and Internet and in supermarkets, religious organizations, on public transportation), and is an important aspect of everyone’s life. Although diversity presents challenges in making us think of differences and similarities, it also enriches our lives; each encounter we have with another person gives us an opportunity to expand our knowledge of others and build relationships while growing personally.

One significant impact that diversity has on customer service is that people from varied backgrounds and cultures bring with them expectations based on the “norm” of their country or group. Whether this diversity pertains to cultural or ethnic differences, beliefs, values, religion, age, gender, ability levels or other factors, a potential breakdown in customer satisfaction can occur if people get other than what they want or expect.

Part of creating a positive diverse business environment is to train each service provider on the nuances of dealing with people who have backgrounds that are different from their own. Additionally, this effort involves each employee taking ownership for enhancing his or her knowledge and skills related to working with a diverse customer base.

To learn more about dealing with diversity in a customer service environment, along with hundreds of ideas on effective customer service skills and tips for dealing with a variety of common customer service challenges and delivering excellent customer service, get copies of the books Customer Service Skills for Success, Please Every Customer: Delivering Stellar Customer Service Across Cultures and How to Be a Great Call Center Representative.

Is Customer Service Week the Best Time to Show Customer Appreciation?

by Robert W. Lucas

Is Customer Service Week the Best Time to Show Customer Appreciation?

Have you noticed how many articles and references are flying around stores and on the Internet regarding the importance of Customer Service Week? Service providers are wearing shirts and hats and articles abound on blogs and on various business sites stressing the importance of customer service. It all makes me wonder — “Is customer service week the best time to show customer appreciation?”

My question is, why do organizations and customer service representatives wait for one time a year to thank the most important element of their business – their customers? Without their customers, they could all pack up and go home. This negligent approach to customer service reminds me of a joke I heard many years ago about an old married couple sitting with a marriage counselor. The wife was very distraught and crying her eyes out as she told the counselor that their problem was that after fifty years of marriage that her husband never told her that he loves her anymore. The startled husband was dumbfounded to hear that. He turned to her and asked, “Didn’t I tell you I loved you when we got married?” She responded timidly, “Yes.” He countered with, “Well if that changes, I’ll let you know!”

Similar to the story above, many organizations go out of their way to court potential customers by offering discounts, special incentives, and promises to outperform their competition. Once a customer comes aboard, the company is off creating new campaigns to entice more new customers, while typically forgetting about the current ones or demonstrating how much they mean to the organization.

It is no wonder that most organizations experience such high customer desertion or turnover rates (customer churn). Why would you go to an organization that does not appear to respect or value your business; Especially, when a qualified, and sometimes better, the competitor is only a mouse click or phone call away.

Managers need to continually remind themselves that they should not wait for a customer to reach out to inform the organization that they are taking their business elsewhere before going into recovery or retention mode. Often their special retention department customer service representatives have special authority to grant customer incentives, offer lower rates, and take other actions to encourage the customer to stay. At this point, depending on how irritated the customer is, it might be too late and the damage is irreversible.

Here are five simple things companies can do to reinforce customer satisfaction or brand loyalty and reduce customer attrition:

Empower every customer service representative to offer customer incentives and help head off customer desertion.
Create policies that are customer-centric and are continually updated to demonstrate that all customers are crucial to the organization.
Continually look for ways to show that their organization really is the best value for the money and has its customers’ best interests in mind.
Regularly provide customer service training that focuses on customer service skills, tips, ideas and strategies to address customer needs, wants and expectations.
Treat every customer as unique and important and do not lump them into various demographic groups that receive generic approaches to service based on pre-conceived ideas of what they want or expect.

For hundreds of additional effective and proven customer service tips, techniques and strategies for creating and maintaining an excellent customer service environment that truly supports all customers, get copies of Customer Service Skills for Success, How to Be a Great Call Center Representative and Please Every Customer: Delivering Stellar Customer Service Across Cultures.

Effective Listening and Interpersonal Communication Skills for Customer Service Representatives

by Robert W. Lucas

Effective Listening and Interpersonal Communication Skills

for Customer Service Representatives

Effective listening and interpersonal communication skills for customer service representatives are crucial in ensuring that customers are satisfied and less likely to desert an organization. Many customer service representatives assume that they know how to effectively listen to their customers. After all, don’t they do it every day? The response to that question for many of them is a resounding NO!

What a lot of people who deal with customers think of as listening is actually the physiological process of hearing. In that process, sounds are gathered through the ear and transmitted to the brain. Unless the person then takes time to focus on the context of the message, analyze it and respond appropriately, listening has not occurred.

The following tips can increase customer service effectiveness, help build customer loyalty and satisfaction and aid customer retention.

Learn how to effectively listen to your customers. You can do this by taking the time to read articles and books and attend listening training sessions on the topic.

Identify your own listening abilities and limitations. An easy way to accomplish this is to record yourself interacting with people who you know (e.g. family and friends) in order to hear what they hear during a conversation. If you are not listening and responding appropriately in such instances, you won’t do so with your customers either. Also, ask people you know well to rate you on various aspects of listening (e.g. attending to their messages and responding appropriately to what they said).

Recognize the verbal and nonverbal cues sent by customers. The majority of meaning in a message between two people is derived from the subtle unspoken cues that they send. If you are not familiar with such messages, study the topics to increase your awareness. Then make it a habit to focus on the “whole” message a person is sending to you when interacting face-to-face with them. On the telephone, learn to identify unspoken messages based on rate, pitch, volume, and inflection of their voice or their word choice and emotion.

Use paraphrasing throughout the conversation. By repeating back or summarizing in different ways, what your customer has said periodically, you can ensure that you understood their need or concern correctly before you offer a response or try to assist them. For example, if a customer calls about a defective product that they received, you might paraphrase with something like, “If I understood you correctly, you ordered _____ and when it was delivered, there was a missing part. Is that correct?

Get feedback from the customer. Do not assume that you responded correctly or that the customer is satisfied with your level of service. You want to be known as a person or organization that delivers excellent customer service. To make that happens, pause and ask for validation and approval throughout your interaction with your customer. Use closed-end questions that start with an action verb to get agreement or verification. Examples are:

Did I summarize your concern correctly?
Does what I said help you with this issue?
Is there anything else that I can help you with?

Realize that each culture communicates differently. There are entire books, training programs, higher education courses and conferences designed around the topic of intercultural communication. Take advantage of these resources if you plan to be successful in working in a diverse workplace or communicating effectively with others in your daily life.

Effective listening is about focusing on your customers and using effective interpersonal communication skills that will make them feel welcomed, cared for and served well. For you to perform your duties effectively as a customer service representative, you have to continually strive to learn and hone your listening skills and other people skills, especially when it comes to dealing with a diverse customer base.

For additional listening and interpersonal communication tips and hundreds of other customer service strategies that can aid in developing the best customer service culture possible, get copies of Customer Service Skills for Success, Please Every Customer: Delivering Stellar Customer Service Across Cultures, and How to Be a Great Call Center Representative.

Customer Relationship Management Initiatives Focus on Customer Loyalty and Retention

by Robert W. Lucas

Customer Relationship Management Initiatives Focus on Customer Loyalty and Retention

Providing Effective Customer Service in a Diverse World At one point in history, business owners knew their customers personally. They knew their customers’ families, what their religious affiliation was, and what was happening in their lives. Customers dealt with the owners of a business and had personal relationships with them. That was then, and this is now. That is why many customer relationship management initiatives focus on customer loyalty and retention.

Our current society is more mobile; people live in large metropolitan areas where customer relationships are distant, and families live miles apart from one another in many instances. Large multinational organizations provide the products and services once provided by the neighborhood store. All this does not mean, however, that the customer-provider relationship can no longer exist. Many successful organizations, and those who want to become successful, spend a lot of time, effort and money on building and maintaining strong customer relationship management program.

Why bother building relationships with customers? The answer would seem obvious—so that you can stay in business. However, when you examine the question further, you may find that there are more reasons than you think. This is where the customer relationship management (CRM) concept comes in. In effect, such initiatives strive to create ongoing friendships with customers and focus on making them feel comfortable with the organization and its service providers in order to enhance customer and brand loyalty. By training all employees, especially frontline customer service representatives, to more effectively interact with customers and deliver excellent customer service, organizations are more likely to gain and retain a loyal customer base.

To learn more about effectively creating a customer-centric organization that continually strives to improve service to internal and external customers while working to achieve customer satisfaction, get a copy of Customer Service Skills for Success.