Service excellence is the beating heart upon which the commercial success of any business depends. Many are recognizing this, with vacancies for managers of “customer experience” or other similarly vague but well-meaning job titles. But what does “service excellence” really mean? Robb Misso, the CEO of DMS and a John C Maxwell Executive Council member, shares the following about service excellence.
The definition of a “customer” will vary depending on the nature of a business, but the key is to recognize that customer service doesn’t start and end each time a customer makes contact. It begins when they first become aware of the business, through whatever means that might be, and it doesn’t end until the company ceases to exist. A person may have an indirect relationship with a business for a long while before they become a customer, but when they do, the state of that relationship will have a bearing on how they rate the service they receive.
The way a business conducts itself is a significant contributor to the overall perception of the service it provides. Customers may be unanimous in their praise of the quality of service they receive, but if the business is engaged in unsavory practices, the achievement is greatly diminished. If exceptional service comes as a result of poorly treated employees or at a high cost to the environment through manufacturing methods that cause pollution, then the business is not delivering service excellence.
“The service provided goes much further than the one a business performs for commercial purposes. It includes the service it offers to its employees and the community, through staff benefits and investment in events and charitable causes,” said Robb Misso. A business that strives for service excellence holistically, even where it cannot hope to generate revenue, or where re-investment of profit is required, is far more likely to exceed its customers’ expectations.
Another important consideration is that service does not cease at the point of delivery. It continues into after-support and is reliant on maintaining the same level of customer care as existed pre-delivery. It’s not uncommon for customers to find post-sales support to be a distinctly less enjoyable experience. This is indicative of a lack of respect for the customer and a philosophy that says service excellence ceases at the point a sale is secured.
The final slice of the pie is concerned with listening and learning. A customer is likely to return at some point, and they’re more likely to do so if their feedback was heard. Customer satisfaction surveys are essential to understanding how well-aligned services are to what customers want. A service cannot be genuinely excellent if it doesn’t adapt and improve based on customers’ expectations.
So, achieving service excellence is reliant on an all-encompassing approach to service delivery that takes account of the whole customer journey. It’s about understanding a customer’s expectation and delivering double. But it’s also about relationships the business has with employees and community, as these underpin the customers’ belief in the integrity of the service.
The business is in complete control of whether or not it operates in a way that provides service excellence. All employees must play their part to achieve this, but ultimately, only the customer can give the final endorsement.
About Robb Misso:
Robb Misso founded Dynamic Manufacturing Solutions in order to go about manufacturing differently. For 25 years, he has worked tirelessly to create a positive work culture and empower skilled workers both inside and outside the office. Robb Misso is also the recipient of Austin’s “Recognize Good Award,” which honors community-minded individuals for local charity work.
Robb Misso Around the Web:
Our CEO & Founder, Robb Misso, was featured in the John Maxwell's "Behind the Curtain: CEO Spotlight" for his ability to raise the "culture" standard in #manufacturing