The Need For More Staff Training To Adress Deteriorating Customer Service
A companies brand can establish itself as both a mental and emotional state in the minds and hearts of customers. A company that lives up to it’s brand’s promise can and often do charge 100% more than their competition. Because they are satisfied with the products and the service from the company, customers and staff tend to stay longer. That being said, many of us have experienced customer service that is quite far from that of the brand’s performance. Many of us have been at the receiving end of extremely poor service delivery and it may have seemed that we knew more about the product or service than the company itself. On other occasions we may have been behind the counter ourselves, providing poor customer service that is inconsistent with our own brand’s promise.
Service for products vary from product to product as customer demands and expected measurement of delivery may vary too. Service delivery intensive businesses have more work to do. Staff have the option of either providing service that negates the brand or that supports the brand. There are occasions where one staff member may fulfill the service delivery to a customer, just to have another staff member drop the ball. These kinds of businesses have to make sure that there is consistency with regards to the level of service delivery at every point during the customer experience. Unfortunately staff cannot deliver what they don’t understand or know. The majority of staff members receive inadequate training and no real brand orientation. They are not given enough knowledge to deliver on the brand’s promise.
The focal point in this debate is how many people know what a mission and vision statement is all about and how many people know that mission statements are the underlining promise of a brand. The need for staff to be trained on customer service delivery, brand awareness, Office decorum and office protocols can not be overemphasized. Studies reveal that 62% of employees who interface with customers lack their own management’s support to deliver their brand effectively. Not unlikely, as more that 30% of those managers don’t understand the positioning of the brand themselves.
It is critical that we learn to link staff behavior with our own brands vision, mission, policies and customer service. We must teach everyone on our team from the CEO to the janitor, what our brand means and how that meaning determines the distinct level of service we must deliver to support the brand. It’s important that our team deliver that full brand value on a consistent basis day in and day out. Big corporations in the world have survived the harsh economic times simply because of consistent customer service. Hence organizations look at employing individuals with such skills to add value to their organizations. You most always receive excellent service at both ends of the counter. It’s important to note here that such successful companies spend more on employee training than on marketing.
Essentially there are two things going on internally that cause disparity between what a firm’s management says its brand will do and what it actually does in terms of customer service delivery. First, statistics show that most often senior management has not truly taken the time needed to develop the firms brand fabric. Brand fabric refers to the core vision, mission, values and personality of the firm. They are those essential elements that must show up in everything the firm does and includes how a customer is treated at every touch point. Without this knowledge, the firms’ management team can’t deliver a foundational understanding of the brand to staff members.
First, statistics show that most often senior management has not truly taken the time needed to develop the firms brand fabric. Brand fabric refers to the core vision, mission, values and personality of the firm. Essentially there are two things going on internally that cause disparity between what a firm’s management says its brand will do and what it actually does in terms of customer service delivery. They are those essential elements that must show up in everything the firm does and includes how a customer is treated at every touch point. Without this knowledge, the firms’ management team can’t deliver a foundational understanding of the brand to staff members.
All organizations who have not implemented the policy of training their staffers when it comes to customer service delivery and customer relations are heading for a free fall as the organizations today with poor customer service delivery have all gone out of business or struggling to stay afloat in business. The other demerit is that most management teams who have in fact taken the time needed to flush out the brands fabric in full, have not figured out how to effectively communicate those deliverable s to the rest of their team.
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