Customer Service Vital during Difficult Times

by Patrick Cataldo

Is it possible that there's a business out there that hasn't heard about the need for excellent customer service during a rough economy?

You wouldn't think so, but you'd be wrong. Apparently common sense isn't as common as it should be.

It's easy to talk about customer service, but it takes a lot more than talk to ensure that a business is delivering on its promises. It takes dedication, action and follow through. I have been amazed by the number of people who have shared stories of lapses in service in the past year despite the recession.

Two recent surveys clearly indicate that there is a service gap. While companies are saying the right things about their intentions, customers are finding that good service is often hard to find.

According to a study conducted by Retail Systems Research, 56 percent of businesses responding ranked improving customer service as their top priority during these challenging economic times. Another study, focused on customers, reported that only 14 percent of the respondents felt businesses are actually offering improved customer service.

Make no mistake: Customer service and surviving an economic downturn are closely related. With an unemployment rate hovering near 10 percent, the loss of even one customer or account is unacceptable.

It seems that no one is without a tale of service woe.

A few weeks ago my family spent a weekend at a resort in western Maryland, an area where jobs are becoming harder to come by with each passing day. In fact, while we were there, I was told that a manufacturing plant employing 200 people announced it was closing.

It was a beautiful place but unfortunately what was most memorable was the poor attitude and behavior of the staff. With a few exceptions (the bell captain for one), the employees were indifferent about our experience at the resort.

Is this any way to run a classy place during a time when there are fewer travelers?

The resort's management demonstrated an apparent lack of concern for, and attention to, good service. I couldn't help but wonder: Was there training in place? Was a culture of excellence being encouraged? Did the staff understand its relationship to the resort's economic well-being? I suppose not, based on our experience.

Companies, today more than ever, must engage their employees, model proper behaviors, increase responsiveness to customers, and provide recognition.

The Carrot Principle, by Adrian Gostick and Chester Elton, originally published in 2007, was reissued this year. The book should be required reading for any business looking to engage their people to improve performance.

The book is filled with tips and techniques on how to improve service by using recognition, constructive praise and meaningful rewards to instill a culture of concern in a work force. It rests on the four pillars of basic leadership: goal setting, communication, trust, and accountability.

The list of the 125 ideas provided is a great way to start down the service highway. Show employees how important they are to the organization and great service will follow. These days a business must provide outstanding service or risk damaging its reputation, brand, value, performance, and work force.

Make no mistake: There is no substitute for great customer service, whether in good times or bad.

This article originally appeared in the Centre Daily Times.