3.03 Ready, set, serve

The way in which employees demonstrate a customer service mindset often varies according to the type of business. However, the goal always remains the same—making customers feel important and fully meeting their needs and expectations. Achieving this goal can become a bit trickier for employees who deal directly with customers on a regular basis. They may need to take some extra steps to demonstrate a customer service mindset. Let’s explore each step in more detail.

Step One—Concentrate on the customer. Devote your full attention to your customers. Don't become distracted by other things going on around you, such as the song on the radio, your coworkers' conversations, or the amount of work piling up on your desk. Stay in the moment—don't worry about how much longer until you’re off work or until your lunch break. Distractions turn your focus away from customers and prevent you from providing quality service.

Step Two—Use a pleasant tone of voice. The old saying that “it's not what you say but how you say it that’s important” is very true. Make sure that you develop a pleasant tone of voice, and use it with customers at all times. Speaking pleasantly is especially important when you must deliver bad news (e.g., the service cannot be provided on the requested date, a popular item is completely sold out, an order was filled incorrectly, etc.). You can learn more about developing a pleasant tone of voice by reading Owen R. Smith’s article “How To Create a Positive Tone of Voice Links to an external site..”

Step Three—Smile and make eye contact. Put a smile on your face to support your pleasant tone of voice. Without a smile, you may send your customer a mixed message—perhaps you’ll convey that you’re doing your job but aren’t willing to go above and beyond to be of service. Your smile helps customers feel recognized and important.

Looking customers in the eye shows that you are focused on them and their needs. Failing to make eye contact indicates indifference and could cause customers to believe that you aren’t interested in talking to them. However, you shouldn’t give customers fixed stares because that could intimidate them or make them feel uncomfortable.

Step Four—Use the customer’s name. As soon as you learn a customer's name, use it in your conversations with her/him. For example, you might say, "Would you mind if I place you on hold for a moment, Mrs. Rodriguez?" Remind yourself that your customers are your employers, and calling them by name will help you let them know that they are important to the business.

Step Five—Listen carefully to what customers say. Listening is a valuable skill that doesn't come naturally to everyone. However, it can be learned. To be a good listener, shut out any distractions, and give your full attention to your customers. Use your facial expressions and body language (e.g., nodding your head) to indicate your interest in the conversation. Listen for the meaning behind customers' words so you can provide them with the appropriate service.

Step Six—Be prepared to answer customers' questions. Being able to answer customers' questions quickly and accurately is an important part of the customer service mindset. Take responsibility for finding out everything you need to know to do your job well. In addition, gather information that you think you may need to answer customers' questions. For example, if you are a front-desk clerk at a hotel, you should know the location of the swimming pool, the meeting rooms, the coffee shop, etc. You should also know general information about nearby restaurants, stores, historical sites, museums and galleries, or any other local place that your guests might want to visit.

Step Seven—Handle customer complaints properly. When a customer complains, give him/her an opportunity to fully express the dissatisfaction. This will make him/her feel better, and it also gives you the information you need to resolve the problem. Apologize for any inconvenience, and then let the customer know that you understand and that you are glad s/he brought the problem to your attention. Restate the complaint to show that you fully understand the problem, and allow the customer to verify that your information is accurate. Determine the best course of action for solving the problem. Tell the customer your plan, and promptly put the solution into action.

Step Eight—Thank customers for their business. Always express appreciation to customers for their business, along with the hope that they will purchase or use your services again. Here’s an example: "Thank you for banking with us, Mr. Stein. Please come back again soon."

Step Nine—Follow through. Do what you say you're going to do. If you've been asked to place an order for a customer, be sure to process the request. If you've told customers you'll get back to them, do it as soon as possible. If you've indicated that you will solve a problem, solve it. If you've promised to meet a deadline, deliver on time or ahead of schedule. Don't just give “lip service.” Customers deserve real service. Linda Ray expands on this topic in her article “The Importance of a Follow-Up After a Sales Call Links to an external site..” 

Step Ten—Follow up. The way you follow up with customers will vary according to the type of service you provide. If you are a salesperson, for instance, you might follow up by contacting customers to ask if they are enjoying their new purchases. If you handle customer complaints, you might follow up by calling customers to see if they are pleased with the solutions to their problems. If you are a shipping clerk, you might follow up by tracking shipments to make sure customers have received their orders. Following up suggests to customers that you have a customer service mindset and care about their continued satisfaction.