ProTip of the Week 1/18/12
Customer expectations of service organizations are loud and clear: look good, be responsive, be reassuring through courtesy and competence, be empathetic, but, most of all, be reliable. Do what you said you would do. Keep the service promise.
- Dr. Leonard Berry, Researcher, Texas A&M University
Customers expect many things when they come in contact with your business; however, as Dr. Berry points out, one in particular can make or break a service encounter: whether or not you come through on your promises. Companies make promises to their customers in many places: posters, advertising, mailers, newsletters, websites, and by phone or in person. Be certain you are familiar with all of the promises your company is making. For example, if your website promises a response within 24 hours, but your department has a policy of 48 hours, you may frequently be letting your customers down even though you are performing within your team's standards.
Be conscious of promises you make to individual customers, as well. Great customer service representatives may inadvertently cause customer issues out of a desire to be of assistance - they make strong promises that they sometimes can't keep. When a customer is upset, it's natural to want to offer, "I will have your situation fixed within the hour, no later." But if you are not 100% certain you will accomplish the task within that time, don't promise it. The temporary benefit at the time of the promise is more than outweighed by the anger the customer will feel if you do not come through. Better to make a reasonable promise and then deliver ahead of schedule and wow your customer. You will be well rewarded for your reliability.
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