Over the past few weeks, we’ve discussed one of the many benefits of being an LXCouncil member, our Member 360 tool. This is a questionnaire designed to help you rate your business in various key areas.
This week we are doing a deep dive into the customer. The following questions and answers can help you identify holes or weaknesses, so you can work to implement customer service improvements where needed. You can find the full MEMBER 360 here.
This week, we’ll look at the CUSTOMER SERVICE questions and why they are important.
Do we have a program to track the quality of our service provided?
You may have a great customer service program, but are you tracking the quality of your service? One critical metric you should have a handle on is your response time when a customer has an issue. Tracking and minimizing the time that elapses between when the customer first reaches out to you and when they are first helped will go a long way toward customer satisfaction. You should also look at your overall resolution time as well, as patience will run thin if help isn’t provided quickly. One other metric is contact volume. Are problems coming in at a higher rate than last quarter? Are there more customer issues on a certain day of the week? Take close look at how you are tracking your customer service. If you feel you have a clear picture of the quality, consistency, and timeliness of your service, rate yourself high in this area.
Do we track customer satisfaction?
In this area, you should be looking at how you track the level of satisfaction your customer has with products or services provided by your business. It’s not as easy as it seems! A customer may pay lip service to you if you ask them directly, “How did we do?” Are you conducting surveys at all stages of the buyer’s journey? You may discover ebbs and flows in how the customer feels during the selling phase, product acquisition phase, and then customer support phase. Surveys can be a great tool for this when written in a highly focused, intentional manner. Another consideration: do you keeping track of repeat and returning customers? There’s gold when you mine them for constructive feedback. They key is tracking and consistency when requesting feedback. While you may not always receive the kind of feedback you are looking for, it’s essential for improvement.
Do our employees always maintain a professional appearance and demeanor?
Team members can be semi-casual, but still professional. In a visual world, customers judge on appearance and demeanor. There’s no way around it. In the customer service arena especially, customers have high standards. Your team is the public face of your company and is generally the first or second contact with your business. It’s important that you have standards in this area and you hold your team accountable to them. When it comes to demeaner, keep in mind that customer service issues can be very emotional. Having calm, knowledgeable, and empathetic people on your team can make a huge difference in lowering emotional levels.
Do we quickly resolve customer dissatisfaction to the satisfaction of the customer?
This goes back to the first question asked, as well. Ideally, you have metrics in place to track how quickly you respond to customer issues, and you measure how long it takes to completely resolve the complaint or issue. The next step is to discern how the customer feels after having their issue resolved. You may have have experienced this personally…if you call your phone company with an issue, you will probably be asked to stay on the line to rank your satisfaction about the experience. This type of survey may not apply in your case, but you should explore whether you have a mechanism in place that asks the customer, “Did we meet your expectations and resolve your issue in a timely manner?”
Do I and top leadership have regular interaction with customers and prospects
There are so many great reasons to get out from behind the desk and talk directly with your customers and prospects. If you have multiple layers in your organization between you and your customer service team, you may not be seeing the true picture. Interacting with your customers and prospects will give you unfiltered feedback. Your customers will view your company differently when they can periodically deal directly with the owner or CEO. Schedule time on your calendar dedicated to interacting with your customers and prospects and stick to it. The payoff can be huge.
Our MEMBER 360 is an incredibly valuable tool when you look at each question in depth, as we have done here. This is the type of exercise we go through in LXCouncil meetings with our CEOs and business owners.
If you’re a CEO, business owner, or entrepreneur who really wants to build a wildly successful business, you need more than a dream — you need a dream team.
Simply put, that’s what LXCouncil is … it’s a dream team comprised of other business owners, just like you. Peer advisory councils are an entrepreneur’s secret weapon. Members gain access to knowledge and insights that their competitors often lack. That extra edge can really make a big difference in how a company performs in a competitive marketplace. If you are interested in learning more about becoming part of a peer advisory council, let’s start a conversation!
“Plans fail for lack of counsel, but with many advisers, they succeed.”
~ Proverbs 15:22
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