Excellent service as a competitive advantage - Norbert Beck & Johann Beck

Some just talk. The successful entrepreneurs, keynote speakers, and authors Norbert Beck and Johann Beck are doers. They are the inventors and creators of the Service World Championship Germany, which has been conducted in more than 100 German cities with 5000 companies in cooperation with 80 daily newspapers. As part of the Service World Championship, the Beck brothers analyze the success concepts of 1,000 small and medium-sized companies each year and statistically evaluate 100,000 customer opinions annually. 1. As the inventors and creators of the Service World Championship, you are true experts in your field. What, in your opinion, constitutes excellent service? There is a service law: Give your customer good emotions at every encounter with your company. It starts with interpersonal encounters. Is the customer treated friendly and respectfully? Then, the external appearance is an important factor: How does the ambiance look, the reception, the waiting area, the parking lot, etc.? And finally, how are the service processes designed? For example, is a complaint handled quickly and professionally? Our tip: Companies should collect the touchpoints with customers and then consider how to make these points even more emotionally positive. 2. Will I gain a competitive advantage by focusing on excellent service, even if it is not part of my core business? Service always belongs to the core business. There are hardly any products or services with unique selling points anymore. Competition is everywhere. The customer interaction, the emotional factor, becomes the decisive competitive advantage. Take clothing, for example. You can find the same brands at different stores. You probably buy where you feel best taken care of and advised. 3. What do I need to offer to reach my customers on an emotional level? If you want to reach customers on an emotional level, you should offer emotions. Do I trust my insurance agent? Do I feel comfortable in this café? Do I feel well advised by this craftsman? Do I feel valued as a customer in this store? Do I feel safe and well taken care of by this doctor? - We are back to the touchpoints that need to be worked on. 4. How can I establish a long-term and consistent service culture in my company? By working on the service culture in the long term and consistently. Providing quick service doesn't work. Service is "drilling thick boards." However, once I have established an excellent service culture in the company, no one can easily take away this advantage. New products are quickly put on the shelf. Building excellent service takes time, but it is then a sustainable competitive advantage. 5. What do I need to offer my customers to keep them loyal to me in the long term? As soon as I have to bind my customers, I have already lost. Because when the ties loosen, the customers are gone. The goal is rather that customers voluntarily keep coming back in the long term, that is, they are loyal. At the core, of course, the service or product must be right. If I sell something that no one wants, even the best service is of little help. With similar products or services, good service provides the decisive competitive advantage. The best combination is a unique product combined with excellent service. Even small companies can generate unique products. The path here is a combination of product and service that others do not offer or cannot offer. In our opinion, more creativity should flow into the development of such combinations. For more information and excellent service, visit: https://www.excellente-unternehmer.de/redner/norbert-johann-beck-service.html