Temperatures may be rising but is your customer service also hot during the summer months? Shopper Anonymous’ Regional Director Chris Lowe reminds us that summer presents a host of variables for most businesses but customer service should never suffer and has come up with a 10 point plan to ensure customer service remains impeccable throughout the summer season.
Says Chris (left):
“The usual headaches arise with staff holidays, temporary cover and either a steep climb or lull in customer footfall, depending on the nature of your business.
“These issues can make your day-to-day smooth operations tricky to manage. The quality of customer service can decline and customers end up frustrated. Research shows that 70% of customers cite poor customer service as a reason for switching brands.”
We live in a 24/7 world where customers need (and demand) a response regardless of the time of day or the day of the year; visitors to any business will expect the same quality of customer service regardless of internal staffing issues. Technology offers new solutions every day and Chris believes that there is really no excuse for poor customer service during busy or understaffed times.
“No matter how plausible you feel your excuses are for not offering impeccable customer service, missing that new customer enquiry or having an existing customer being greeted with an indifferent or less than-friendly-approach could be detrimental to your business.”
We’ve come up with ten key tips to ensure your customer service is impeccable during the holiday season:
1. Plan ahead. Don’t leave it until the week before half of your team disappears before you consider whether your staffing is adequate. If you haven’t got a holiday roster or timetable visible, create one now. Plan ahead and make sure there are no gaps in your service. Remember to allow for sickness or unforeseen leave. The statement ‘sorry we are short-staffed at the moment’ is not acceptable. That is not the customer’s issue and it should not affect the quality of your service.
2. Train ALL cover staff to your high standards of service. If you are using temps or casuals, make sure they are trained properly. Ensure they are great ambassadors of your business. It might just be a temporary role for them but whilst they’re in your uniform or on your premises their behaviour is a visible representation of your brand.
3. Help customers to help themselves. Can any part of your business be automated or self-service? Whilst maintaining customer contact is very important there may be some transactions or customer ‘touch points’ that could be streamlined or simplified.
4. Show some holiday season spirit. Holidays can be a great time to get more involved in the community and say thanks to your customers. Entice customers in by hosting summer barbecues or events, holding charity fundraisers or offering timely workshops. Do your staff look the part? If staff work outside, are hats and sunscreen used to show you care about the health of your staff and customers?
5. Learn from previous experience. Were there any issues last summer or holiday season? Did you run out of specific supplies or services? Did you find university students were a great resource or were you let down by a temp agency?
6. Use an agency. If you do not have the tools in-house use one of the many companies who provide holiday call handling and email management services for reasonable costs. This particularly applies if your business is all about YOU! Your family and your health will appreciate time away from your business; using an agency or service provider will mean you can relax and enjoy some well-earned time off. Ensure the company you use adheres to the same high standards your customers are used to.
7. Offer alternative contacts. If you have an ‘out of office’ automated email reply, make sure you include another contact number or email address. Your customer is unlikely to be happy if they can go no further with their enquiry. See ‘Open For Business? Or Just Closing ’ for more on dead ends.
8. Be transparent. Don’t try and stumble through if you know there is bound to be an issue. If necessary, use a poster or notice on your website to advertise that you are understaffed or in a busy period and offer your apologies. (Go the extra customer service mile and offer a free coffee voucher.) People don’t mind waiting if they know WHY they are waiting and there is a token of appreciation for their patience. If queues are inevitable, offer water or entertainment or a voucher. This is particularly important if children are involved. A queuing customer who is satisfied will remember the experience and not the queue.
9. Ensure handovers are complete. Keeping track of issues, customers or projects can be much harder if regular team members are off. Make a point of diarising a handover or change in staff to ensure customers are not ‘lost’ in the system.
10. Don’t accept that the holiday period will be quiet. Rather than head into the holiday season expecting a lull in business, think outside the box. Create some different or unique features, products or ideas that are seasonal. Act now and create a campaign. Think of interesting ways to connect with your customers.
Chris concludes:
“Your customers will remain loyal to you if you treat them with respect. But if you surprise and delight them, your customers will stay loyal AND become advocates of your business AND bring their friends. Plan ahead and reap the rewards this summer.”