Customer-based service is not about you. It’s about what the customer thinks high-level service is. You need to understand what’s important to the customer – focus your service and delivery on that.
Customer segmentation is important in this area of growth because each customer type will have different expectations of your products and services and staff delivery.
The easiest way to work this out is to survey your existing customers. You can do this in little sound bites as the customer interacts with your company at many of the ‘customer touch points’.
For example, for an IT service business, a quick online tick and flick survey at the end of the initial tech support call, three or four tick the box questions at the end of a hardware installation or on-site service call handed to them by the tech.
As well as three or six-monthly phone calls from your end asking the decision-making customer about how the customer’s business is growing and what they anticipate the business’ needs will be as it grows. The more information you can obtain and understand, the easier it will become to better 'serve' your customers.
The other critical factor around service is that it involves people. Your employees are the critical factor to delivering the high level of service your customer wants. Simply put, a satisfied and happy employee is 10 times more likely to deliver customer service that pops. Creating a satisfied employee doesn’t mean you spoil them like your only child and they in turn hold you hostage.
A satisfied employee thinks and feels they are supported, looked after and valued. How do you create this sentiment? You need to understand your employees and also have the ‘ideal employee’ in mind when recruiting.
You’re not necessarily only looking for skills and experience – similarly to the ideal customer, you’re looking for attitude, values and behavioural traits that suit what your customers are looking for too.