How To Define A Customer Service Philosophy You Can Live By
Customer service is the way you assist customers before, during, and after the sale. Some companies have teams devoted to customer service, others have whole departments, or some even require every employee to participate. So, defining an organization-wide customer service philosophy is essential to attract and retain long-term customers.
According to one study, more than 70% of customers leave a business not because of a problem with the product, but due to issues with the service.
Customer service is a key factor in customers choosing which businesses to buy from, so it’s critical to get right. That’s where your customer service philosophy can come in.
What is customer service philosophy?
A customer service philosophy is the collective mission of your customer support team. It’s a set of guiding principles that allow you to adhere to your core values during every support interaction.
Your customer service philosophy describes how you want your employees to interact with customers to build a sense of customer loyalty and improve customer retention.
Businesses frequently make their customer service philosophy available to the public – this creates accountability, transmits your company values, and sets expectations for the customer service provided by your business.
Why having a customer service philosophy matters
A customer service philosophy matters because it impacts the company’s approach to customer relationships, making them more rewarding and fulfilling for both parties.
Instead of nebulously relying on vague advice such as “provide good customer service”, it builds a code of conduct and culture for agents to follow. Agents can internalize your philosophy and enact it in all their experiences with customers.
When all customer service agents are singing from the same hymn book, this creates a consistent customer experience. No matter who a customer ends up contacting from your team, they will get the same high-quality service experience every time — which is one of the top drivers of customer loyalty.
Your service philosophy directly affects how your brand is perceived and helps you build a strong reputation for customer service. You will retain more customers, and they will spread positive reviews about your business to their networks.
How to define your customer service philosophy
Now we’ll look at exactly how you can define your customer service philosophy.
#1 Identify what matters to your customers the most
Think about what your customers really want from your business – this might be speed, quality, or some other aspect of customer service. Consider the needs and desires of your customers and balance them against what your support team can provide. You won’t be successful if you say, “make customers happy at all costs” and your support team cannot deliver on this.
You might find it helpful to collect feedback from customers during this stage so you can be sure you will create a philosophy with customers at its heart. Avoid creating a philosophy that you think a customer wants if it’s not what they’re actually looking for from your business. Conduct surveys, focus groups, or use live chat to get real feedback from your customers.
#2 Identify the core values your philosophy will be based on
Just as an organization flourishes when it’s based on common values, so does your support team. When you’re thinking about the values of your customer service philosophy, remember to be ambitious and shoot for the stars. Act as though you have the power to affect each customers’ experience and drive revenue for the business – because you do!
Brainstorm a long list of values that capture how your team aims to bring positive change to customers’ lives every day. Once you have your list, boil it down to five or fewer values that really represent your customer service team’s philosophy.
#3 Align your company’s vision with your customer service philosophy
Your customer service philosophy doesn’t exist in a vacuum – it’s likely that you already have a company vision that needs to be aligned with your philosophy. Note if your team values differ from your company’s values.
Since customer support operates in a specific, quantifiable way in every organization, the values probably won’t be the same, but ideally, they won’t be opposed to each other.
#4 Understand the capabilities of your customer service team
Your customer support team should be fully involved in the process of developing your philosophy. Ask them what they would expect to be included and incorporate their feedback. You need to understand what your team is capable of so you can create a philosophy that can be executed in reality.
#5 Use the right tools and processes to match your philosophy
Your customer reps can’t enact your philosophy if they don’t have the right tools and processes in place to help them. You need to invest in helpdesk software, live chat, social media accounts, and a customer-facing knowledge base.
Your customers expect you to meet them across channels and offer an omnichannel experience – service should be consistent no matter how customers choose to get in contact with you. It’s no longer enough to offer just email and phone support, so make sure you’ve provided the right tools for your support team.
Examples of great customer service philosophy
Amazon
Online retail giant Amazon didn’t get to where it is today without an unwavering focus on its customers.
Amazon’s mission statement is: “We aim to be Earth’s most customer-centric company. Our mission is to continually raise the bar of the customer experience by using the internet and technology to help consumers find, discover, and buy anything, and empower businesses and content creators to maximize their success.”
Amazon CEO Jess Bezos has relentlessly focused on the customer ever since its inception in 1994. He even brings an empty chair to every meeting with top executives, telling them to think of the chair as the “customer’s seat”.
Amazon also requires that every company manager is trained in their call centers before anything else – this is the most effective way to understand the needs of real customers.
Zappos
Online shoe retailer Zappos is famous for its outstanding customer service. Their most important core value asks customer service agents to “deliver WOW through service”. Their ten core values are:
- Deliver WOW Through Service
- Embrace and Drive Change
- Create Fun and a Little Weirdness
- Be Adventurous, Creative, and Open Minded
- Pursue Growth and Learning
- Build Open and Honest Relationships with Communication
- Build a Positive Team and Family Spirit
- Do More with Less
- Be Passionate and Determined
- Be Humble
Zappos lives up to its reputation by requesting shoes that have been returned be donated to charity instead, sending flowers to customers going through a hard time, and honoring a technical error that saw its products marked down by as much as 97% (this reportedly cost the company a million dollars).
The company focuses on telephone calls as a way to build those long-term relationships with customers – they proudly display their phone number on their website to encourage people to call, any time of day. There is no limit to the time support reps can spend on a call, and the longest on record was reportedly 6 hours.
Tony Hsieh, CEO of Zappos, says it best: “To WOW, you must differentiate yourself, which means do something a little unconventional and innovative. You must do something that’s above and beyond what’s expected. And whatever you do must have an emotional impact on the receiver. We are not an average company, our service is not average, and we don’t want our people to be average. We expect every employee to deliver WOW.”
Trader Joe’s
Grocery chain Trader Joe’s leads the way in customer service and invests heavily in its employees to provide a memorable and pleasant experience to customers visiting its stores. Trader Joe’s calls its employees “Crew Members”, its managers “Captains”, and their uniform is a Hawaiian shirt.
According to their website, “We want our customers’ experience while shopping in our stores to be rewarding, eventful and fun. Our helpful, friendly Crew Members take care in maintaining safe and inviting neighborhood stores; in crafting creative, informative signage to support our customers’ understanding of our products; and in creating a store environment that imparts adventure, humor, and a warm sense of community. Simply put, every time a customer shops with us, we want them to be able to say, “Wow! That was enjoyable, and I got a great deal. I look forward to coming back!””
Trader Joe’s crewmates are instructed to stock the shelves during business hours to maximize their interactions with the customers. They are also told to look for customers who can’t seem to find what they’re looking for and initiate a conversation with them. Cashiers recommend products to customers and run to the aisle to collect any product that the customer has forgotten.
Final remarks
Your customer service philosophy will be impactful only if you integrate it with your day-to-day interactions with customers. Make sure to share your philosophy across the company and treat it as a living document that can evolve over time.
Be proactive about updating your customer service philosophy as your company grows. Continue to seek the input of your customers and determine how your business can best meet their needs. Your reward will be happy and engaged customers whose relationship with you stands the test of time.
