 Levels of Service |
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Many small business owners think of Customer Service as the shopping/purchase experience, and when necessary, Customer problem solving (service failure recovery). But such thinking reveals the internal business focus — as observed in the comments on Necessary / Sufficient, the creation of a Customer-centric business involves much more than those two extremes of Customer contact. It is useful to think of three "levels" of service which need to be satisfied to create a Loyal Customer. They begin at the simple "transaction" and move through true Service and expand to the Total Customer Experience. Of course, you have to get the first level right before moving on to the second, then the top tier. Level 1: Transactions / Customer Processing — This is the direct contact part of serving Customers. Any time you see a line or any relative of a queue (pick a number; someone says, "Next"...) you know you're in the Processing / Transaction level of Customer Service. Level 2: Customer Service — True Customer Service is characterized by extensive listening, questioning, and sincere efforts to understand the Customer's true wants and needs, then customizing your response in an attempt to meet those unique wishes — even when it means "going out of your way" to do so. Level 3: Total Customer Experience — Beyond "Processing" and transaction-based contact, and building on the elements of true Customer Service, Customer Service legends consider the entire Customer Experience — how the Customer sees and feels the engagement from beginning and after the end, in all five senses. Note: This framework is introduced and best explained in the outstanding book by consultant Scott McKain, What Customers Really Want (Chapter 1). This book is highly recommended reading! |
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Our purpose is to help small businesses, institutions and agencies deliver remarkable Customer Service which results in improved profit, Customer satisfaction and loyalty. |
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PO Box 617468 • Orlando, FL 32861 • 407-668-6466
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