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Every business wants to provide their customers with excellent service. In today’s Web 2.0 world where information is freely shared, providing excellent customer service is more than just good business, it’s an essential component that sets businesses apart. In fact, your business is at a greater risk if it is not providing excellent customer service. There are sites like customerdisservce.net, for example, that act as an open forum and invite scorned consumers to vent about their bad (and sometimes humorous) customer service experiences. Although these entries are entertaining to read, they are detrimental to the businesses discussed. How can you ensure that your company never turns up on one of these sites?

In a recent conversation with Jamie Bongiorno, a Business Development Specialist, we asked her this question and she quickly referenced a book that she has used for years called Raving Fans. In this book, Blanchard and Bowles outline a three-step strategy that can serve as a foundation for a customer service plan. Below is a short summary of these steps.

• Decide What You Want
  If your business is like most businesses, you want loyal customers that will promote you and your business. You have to make it easy for customers to do business with you and make it a pleasant experience. Remember that before implementing a plan you must gain employee buy-in and communicate your vision of perfection centered on the customer, while remembering to focus on constantly achieving your vision.
• Discover What Your Customers Want
  In order to understand and exceed the expectations of your customers, you must listen to what they say and what they don’t say. For example, your customers may say that they like your competitive pricing, but they value on-time service and great quality. Find out what your customers actual priorities are and meet their standards. How do you find out their priorities? Ask sincere questions and win their confidence by keeping an open dialogue.
• Know When to Ignore Your Customers
  This may sound conflicting to an excellent customer service person, but you must ignore what your customers want if it does not match your vision and what you want. If your vision does not match the customer’s wants and needs, direct them somewhere else. This behavior will build trust and create a relationship, which can lead to future business or word of mouth sales.

Everyone expects good service so the only time we really notice service is if it is truly exceptional, or really poor. By taking time to determine what you want, asking questions to determine true customer needs, and focusing on the customers that align with your vision, you will be well on your way to achieving excellence in customer service. If you have not read this book, you can find Raving Fans on Amazon. And, as always, please share with us your exceptional customer service stories by clicking the comments link below.