Customer Service in a Diverse World

Have you ever experienced a situation in which you were in a place of business and either had a service provider make a derogatory statement to you about another customer or group of customers or overheard two employees sharing negative comments about other customers? In many instances comments or off-the-cuff statements about based on race, religion, ethnicity, gender, disabilities or other diversity factors are not only hurtful but potentially discriminatory. In some instances, such remarks may be grounded in the employee’s deep-seated beliefs or personal values based on their own experiences or education. In others, they may be a result of simple ignorance related to individual customers or groups. Whatever the reason, making comments to or in the presence of other customers is unacceptable and is likely to have negative personal and business results.

I recently experienced an instance in which a small business owner of the barbershop that I’ve patronized for years made a comment that I felt was totally uncalled for and based on personal prejudice. I had commented about a newspaper article regarding a local Hindu group that had recently built a temple in the local area. I commented that I’d be interested in going over to visit the facility and learn more about the religion. My barber remarked, “Why would you want to do that? In my opinion, we should burn all those ragheads and keep them out of our country.” I was shocked since he is obviously ignorant of the topic on which he was commenting and had no concern for how his remarks might be received by others. I shared my feelings with him about what he had said and explained that he seemed to be confusing religions and ethnic groups and that in either case, his remarks were out of line and potentially offensive. His response was, “I fought in Viet Nam and I don’t trust any of these radicals.” The result of this conversation is that I now patronize a different hairstylist and have shared this story dozens of times with others.

In today’s world where people are so mobile, the economy is globally intertwined and information about other groups is so readily available through various channels, it is hard to believe that there are people who have not taken the time to discover the benefits of embracing diversity and still harbor such prejudice. Service providers who remain content to take actions such as the one I experienced not only guarantee lost business for their organization but also jeopardize their personal and professional reputation.

As I discuss in my latest book (Please Every Customer: Delivering Stellar Service Across Cultures), “Not only do today’s service providers have to be concerned with job knowledge, skills, and professional standards, but they also have to be cognizant of the values, beliefs, social mores, expectations, needs, and preferences of customers…They are the “face” of the organization and need all the knowledge and skills they get in the order to provide stellar customer service.”

For ideas and strategies on effectively serving customers in a multicultural and otherwise diverse world, check out the books Please Every Customer: Delivering Stellar Customer Service Across Cultures and Customer Service Skills for Success.

POSITIVE Global Customer Service Model

by Robert W. Lucas

POSITIVE Global Customer Service Model – Serving Diverse Customers

The following acronym (POSITIVE) provides some strategies for creating or contributing to a positive global service environment and building strong relationships with your customers. It provides a model to move you from good customer service to the best customer service possible.

Put your best foot forward. Maintain a positive approach to situations involving customers, smile frequently, and have a “can-do” attitude. When dealing with customers and potential customers, never forget that they are your reason for employment.

Offer whatever level of assistance possible. In addressing customer needs and wants, go out of your way to uncover and resolve problems and to build a strong customer-provider relationship.

Stay abreast of current industry trends and strategies for delivering quality customer service. By upgrading your knowledge and skills regularly, you will be prepared to address any type of customer situation.

Identify true customer needs by listening to proactively. You have two ears and one mouth. Use them accordingly.

Take the time to get to know more about your customers. The more you know, the better you can provide quality service.

Invite your customers to open up and share information. Ask open-ended questions (e.g. Who, What, When, How, Why, and To What Extent) that typically lead to more detailed responses from others.

Verify understanding. When a customer provides information, ensure that you heard and understood it correctly before responding. Use closed-ended (typically start with an action verb) to gather this information.

Engage in relationship-building strategies immediately. Use strong interpersonal communication skills. Start with a smile (on your face and in your voice and words) and a professional greeting when meeting customers face-to-face, over the telephone or in an email. If something goes wrong, immediately start on a course of service recovery with a sincere apology and taking steps to “make the customer whole” again with any appropriate compensation.

Source: Please Every Customer: Delivering Stellar Customer Service across Cultures, Lucas. R.W., McGraw-Hill Professional, New York, NY (2011).
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Bob Lucas B.S., M.A., M.A, CPLP is principal in Robert W. Lucas Enterprises, Inc and an internationally-known author and learning and performance professional. He has written and contributed to thirty-one books and compilations. He regularly conducts creative training, train-the-trainer, customer service, interpersonal communication and management, and supervisory skills workshops. Learn more about Bob and his organization at www.robertwlucas.com and follow his blogs at www.robertwlucas.com/wordpress, www.customerserviceskillsbook.com, and www.thecreativetrainer.com. Like Bob at www.facebook.com/robertwlucasenterprises

Strengthening Customer Communication

by Robert W. Lucas

Strengthening Customer Communication

Customers who feel that they have an active role and control of a service-provider interaction often feel more important and valued. Improved interpersonal communication can lead to higher levels of customer satisfaction and retention and reduced stress for you and your co-workers.

Take advantage of the following strategies to build stronger relationships with your internal and external customers.

Gather Information

Ask for customer input whenever possible. By knowing more about their needs, wants and expectations, you will be better able to provide services and products that satisfy them. Use strategies you will find in this chapter to gather valuable information from people who you encounter on a daily basis.

Be Consistent

People tend to like what is familiar. If customers come to know that they can depend on you and your organization to regularly provide timely, factual information, they will likely be more loyal. Provide information and updates to customers on a regular basis, not just when it is convenient for you. This is especially true when you are working on a problem or service breakdown. Remember that they do now know what you know. For example, if you are gathering information or need more time than expected, come back to the customer with periodic updates to give them a status check.

Demonstrate Openness

Customers often want to see that service providers understand them on a personal level. The worst thing you can do as a service provider is to hide behind a policy or deflect responsibility when dealing with a customer issue or question. Think of how you likely react when a service provider says something like, “I can’t do that because our policy says…” You probably feel the hairs rise on the back of your neck and become agitated. Your customers are no different. When interacting with them, take the time to put yourself in their place before saying something or taking an action that might create an adversarial situation.

Be Personable

Service providers who tend to be “all business” or robotic in their service delivery often fail to get high marks from customers. Even if you are knowledgeable, efficient and follow all the rules in delivering service, you could end up with a customer who is dissatisfied if you do not demonstrate some degree of humanness. This means connecting on a personal level and showing compassion and concern for your customers and their emotional needs.

By communicating effectively and regularly with your customers, you show that you are more than a customer service representative; you are a person. For example, if someone tells you during an interaction that they are celebrating a special event take the time to ask explore the topic briefly or relate a personal example. If it’s their child’s birthday, you might wish the child an enthusiastic “Happy Birthday” and ask him or her how old they are or what they hope to get for their birthday. Depending on the type of business you are in, you might even offer a small present (e.g. a free dessert, a piece of candy, a toy, coupon for a discount on their next visit, or whatever might be appropriate). At the least, upon concluding the transaction, wish them well or congratulate them one more time.

Avoiding Customer Service Breakdowns

by Robert W. Lucas

Avoiding Customer Service Breakdowns

There are a number of things that you might do as a customer service representative that can irritate customers or cause them to form a negative opinion of your or your organization. Remember that your goal should be to project a professional presence, help create a positive service culture and provide the best possible customer service.

The following is a partial listing of actions that you should avoid at all costs when customers are present or on the telephone.

-Do not forget that your co-workers and people from other departments in your organization are your internal customers. Treat them with the same courtesy, respect, and attention that you would an external customer.

-Talking to a co-worker about a non-work related topic;

-Engaging in lengthy personal conversations with a customer;

-Bringing up sensitive topics for discussion with a customer (e.g. politics, religion, abortion, civil or gun rights, or any other controversial subject);

-Performing administrative tasks (e.g. filing or working on the computer);

-Waiting until you run out of currency, coins or forms before getting more;

-Not having your computer booted up and software activated and ready to access before the start of business;

-Interrupting service for one customer to deal with another’s question;

-Discussing personal problems or complaining about ANYTHING to another customer or co-worker;

-Conveying a sense that you are overworked or do not have time to deal with the customer’s needs;

-Talking about or disrespecting a competitor.

For more information about providing positive customer service, how to avoid service breakdowns and strategies for service recovery when things do go wrong, get a copy of Customer Service Skills for Success.

Customer Service Skills for Success

by Robert W. Lucas

Customer Service Skills for Success – Tips for Delivering Excellent Customer Service

In one of my books, Customer Service: Skills for Success, I feature how-to strategies on topics for customer service representatives that can assist in moving from good customer service to excellent customer service delivery. By applying strategies found in the text, customer service professionals can enhance their knowledge and skills and make them more successful in delivering service to all types of customers.

In the chapters of Customer Service: Skills for Success I cover the concepts and skills needed for success in the service profession. Strategies provided to readers include listening techniques, verbal and nonverbal communication, using technology to deliver service, addressing the needs of internal and external customers in any business environment, how to build customer loyalty and what to do when service breaks down and they need to recover. I also share experience and tips on how to use positive global service strategies for dealing with diverse customers.

Here are three tips for ensuring better service delivery to your customers:

If you seek trust; communicate it through your words and nonverbal cues.
If your supervisor empowers you to make decisions, that means he/she trusts your ability to handle various issues. Do not take this trust lightly. Before taking action, stop, weigh alternatives, and then resolve the situation to the best of your ability in order to send a message of competency and professionalism.
Unhappy people are still either customers or potential internal or external customers when they contact you at work. Your goal should be to try to serve them effectively them so that they return for future products or services. If you fail at this goal, you and your organization or department will potentially suffer financial and prestige loss.

I am always interested in hearing what is working and what is not in organizations related to customer service. If you have ideas, suggestions, tips or cutting edge practices in the professional that you would like to share with others, please comment.

For ideas and information on how to improve your own customer service skills, get a copy of Customer Service Skills for Success by Robert W. Lucas.

About Robert W. Lucas

Bob Lucas has been a trainer, presenter, customer service expert, and adult educator for over four decades. He has written hundreds of articles on training, writing, self-publishing, and workplace learning skills and issues. He is also an award-winning author who has written thirty-seven books on topics such as, writing, relationships, customer service, brain-based learning, and creative training strategies, interpersonal communication, diversity, and supervisory skills. Additionally, he has contributed articles, chapters, and activities to eighteen compilation books. Bob retired from the U.S. Marine Corps in 1991 after twenty-two years of active and reserve service.