Service is a dazzling or, more accurately, a worn-out term:
from self-service to quick check-in service, luxury service, service waiting point, to word creations like "feces service," we encounter the most diverse interpretations.
So what is service? And when is service a special service? Service is like performing arts: it is not material, it is always unique, it arises in interaction with the customer, it is perceived completely differently on an individual basis, and it lives through communication. A mistake cannot simply be "repaired" and undone. Therefore, an employee who addresses the customer by the wrong name leaves a bad taste. An email from a customer that remains unanswered annoys them even before they know the company, and if warmth is lacking at the reception, we do not feel welcome even in the most magnificent lobby. A bad service film cannot simply be rewound and restarted with a different script. Outstanding service ideally is perfect on the first attempt.
This alone has always made excellent service a special challenge for companies. Now, further challenges arise. Today's customer is as autonomous, informed, critical, and selective as never before. For companies, every customer touchpoint becomes a test. If the service is not right, the customer leaves or expresses their dissatisfaction publicly. Both hurt and cost money.
Digitalization has been shaking up all industries for years. We live in a world where products are becoming more and more similar, and the digital world is penetrating the material world. The boundary between product and service is disappearing. New apps, new smartphone features, platforms, and portals are constantly emerging, accelerating the digital revolution. Customer behavior is changing, expectations are rising. New business fields open up opportunities, and companies that were not considered competitors are rapidly conquering a market. In many industries, the "simple business" is moving online. Those who do not constantly question themselves can quickly fall behind. Strategy and service need continuous renewal.
And the crucial question arises: Is there still room for personal service in the age of digitalization? Yes! Even if the customer may have become a smart shopper, they are not devoid of emotions. On the contrary, they seek a personal touch in small things. Gestures that express a genuine interest from the provider.
Outstanding service has become the most important tool for differentiation. It creates a connection between product and customer and makes the real difference. Why? Marketing with a broad brush no longer works. People have a deep need to be acknowledged. The desire to feel seen, heard, and understood. The customer of the future wants to speak with a company on an equal footing, and insists that the company listens to them. They are not interested in what marketing departments imagine for them, and they do not want to be put off by outsourced service departments. They want companies to listen to what they have envisioned themselves; they want companies to deliver exactly what they truly desire—or better yet: what they would have wished for if they had thought of it themselves. The future lies in the perfect connection between a relevant digital world and people who are passionate about what they do.
Companies can only achieve this with empathetic employees. Empathy combined with kindness has a stunning effect. It creates magical moments and is the best way to build trust. With kindness, we express care, commitment, and goodwill. We reach people and open up the possibility to positively influence even the most difficult situations. And only with empathy are we able to understand the other person's perspective and provide the exact right service from our arsenal. For maximum quality of interaction in that moment and the best solution.
I am often asked: "Can empathy be learned?" My experience from many projects and our own company is clear: "YES". Science also agrees with this. Even the top service performers were not born with the "customer enthusiasm gene." Behind such a spirit lies attention to detail, perseverance, and system. Excellent companies address the relevant topics for this at least once a week and motivate their employees very effectively. It is as natural as brushing teeth. With our educational concept welearning (www.we-learning.com), we enable companies to develop their employees into these professionals with heart and mind.
Whether customers remember a service in a positive light does not solely depend on whether they have to pay for it. Customers primarily look at the quality of the service—how a service or task is carried out. The American civil rights activist Maya Angelou once said: "People will forget what you said. People will forget what you did. But people will never forget how you made them feel." The "how" is crucial.
There are companies that hardly need to do anything to interest customers in new products and candidates in open positions. Why? It is the stories told about the company. It is the mission that makes employees get up in the morning and endure hardships. It is the fact that they have an answer to the "why."
Service touches people deeply when it resonates with their feelings. Happy employees create happy customers. And happy customers, in turn, make employees happy. A wonderful cycle of reinforcement. Both have a significant impact on the employer's reputation. And in times when companies depend on attracting the best employees, this reputation is crucial for survival. In fact, companies do not only depend existentially on the loyalty of their customers but also on the expertise, talent, and personality of their employees.
Because only what shines from within can sparkle on the outside.
Article by Sabine Hübner. She is one of the Top100 speakers. Find her profile here!
Book Recommendation:
The Best Way to Be Different Is to Be Better.
How to Achieve Customer Enthusiasm
Redline Verlag, 2016
ISBN 978-3868816198
Euro 24.99
Order on Amazon now:
welearning:
Why do some companies succeed so much better in inspiring their customers than others? Why do some companies have that special something? Because their employees manage to turn every encounter with customers into a special one. Because every employee pulls out all the stops to make customers' lives easier and exceed expectations. But even these employees were not born with the "customer enthusiasm gene." Behind such a spirit lie attention to detail, perseverance, and system. With welearning, you develop your employees into these professionals with heart and mind—so that your customers always get the right answer. www.we-learning.com
