One of the major factors that consumers / clients are facing lately is a rise in complacency.
The dictionary states that Complacency is: a feeling of quite pleasure or security, often while unaware of some potential danger, defect or the like; self-satisfaction or smug satisfaction with an existing situation or condition.
This unfortunately is what some customers / clients are facing every day. There seems to be a trend towards just leaving things the way they are and not wanting to address any potential issues. Not only that, there doesn’t seem to be the importance any more to try and find if there are any issues with the way the customer / client is being treated. Your customers are a great source of information. If only they were asked about how they were being treated!
Last week we were approached by a company who was looking at “being compliant” with their customer service training. As I had no idea what they meant by that I dug a little deeper. It turns out that this company saw staff training as something that just needed to be completed which amazed me. Essentially, they just wanted to tick off their list that something was addressed so they could move on to the next area that needed doing.
This will not affect a culture in a positive way at all.
You see compliance is only as good as your staff’s understanding of it. Just doing something to “have it done” will not actually solve any underlying issues.
I am sure many of you reading this will have your own memories of when you have been a customer lately and the lack of focus and skill in the treatment you received.
Businesses and staff have become complacent with the treatment they give out every day. I keep on saying this, but your customers, current and future, are begging for experiences. They want to be and feel appreciated. This is why the turnover rate of clients is rising.
This is really unfortunate as it seems many businesses are addressing customer / client experiences after the customers have fled.
The days of customers / clients putting up with second rate service has gone, as has customer loyalty without effort from the businesses they were loyal to.
I read a recent study last week that stated that in the next 2 years, customer experience will overtake price and product as the key brand distinguisher.
If that is correct, then it is time for all of us to ensure not only do we understand that, but also that our frontline staff understand that as well.
One thing that is quite telling for us here at Customer Culture is the amount of overseas companies that contact us due to understanding the importance of regular customer service training for their staff. Compared to Australian companies it is around 3 to 1. After numerous conversations with these companies, one area always stands out. The are not willing for their staff to become complacent. The want them to give better service every day as they see that their customers have the ability to change companies due to any small reason. They also understand that their customers / Clients are after connection, and this needs to be a skill that is nurtured and learnt. Seems simple (and it is), but that is exactly what your customers are searching for as well.
Justin Herald is the Managing Director of Customer Culture. He has written 8 International Best Selling Books and speaks at over 80 conferences globally each year. He also is the Author of the Customer Culture – Customers First Staff Training Manual