The customer's perception

Customer perception is animportant component of our relationship with our customers. Given that 90% plusof our orders at some point involve the phone, how we handle the telephone isessential to creating a perception for our customer that aligns with thecompany mission of service. The following is a great way of handling the phone.

1. The greeting is: GoodMorning/Afternoon this is Joshua with (your company name). How may I help you?

2. Always ask and receive aresponse from people before you put them on hold: Would you please hold...?Then be sure they are not on hold very long otherwise offer to call them back.

3. Remember to smile on thephone. Slow down and speak plainly and clearly. Smiling stretches your vocalcords, and gives a more upbeat presentation to the customer. Slowing downensures that the customers perception is of an organized systematic companythat can handle their project. Getting it done right and on time consistently.

4. If you transfer a call andknow who is calling, tell the name of the caller to your co-worker so they cangreet the person by their name.

5. Under no circumstances shouldany interaction with a client be used to express any sense of overwhelm thatyou may have. We are swamped, we are so busy, etc. may be acceptable officebanter in most companies but it really should not be! If I am a customer and Iam looking to get a rush project done, this type of comment tells me that Imight want to consider looking elsewhere. Customers do not care how busy we arewhen they call and ask: How busy are you? What they really care about is can wetake care of another project they have for us.

We know from talking to clientsthat often they feel that they are bothering us or have a concern that theymight be overloading us. It is curious to know that sometimes these are ourbest clients that have this concern. Therefore, anything that might reinforcethis is something we want to avoid (you do not need to send your work to othervendors even though you have given us a lot of work already, we can handle it).One possible response to: Are you busy? - is to say: We are busy, but never toobusy to help you - what can I do for you? or words to that effect. They are thecustomers. They do not want to hear about our situation they want to talk aboutwhat we can do for them.

6. If we have to contact acustomer with bad news of any kind realize that your tone of voice and approachto it set the tone. We do not want to be nonchalant as if it is not big deal.Nor do we want to act like a terrible calamity occurred. Here are keys tocontacting customers with bad news:

* Prepare rehearse and organizewhat you are going to communicate to them and how you are going to communicateit to them.

* Be sure there is no hint ofblame or avoiding responsibility. Customers do not care about the folder beingbroken, the copier jamming or any other things. That is our problem. It is nottheir problem and they actually do not want to hear about it. Certainly, laterin the conversation if they ask what the source of the delay or problem is, youcan share that with them, but it should not be something that you want tovolunteer early in the conversation.

* Be absolutely certain that youhave options to give the customer in these situations. This allows them to bemore in control rather than a victim. What are options? What are solutions? Donot call them with the problem unless you are also providing solutions to them.

* Learn what you could have doneto prevent this problem from occurring and do so next time. Again, the customeris calling us to take on their problems and to solve their problems. Theyreally do not want (nor do they care) to know about our problems.

7. Remember to always thank thecustomer. Thank them for calling. Thank them for their business. Thank them forcooperation and understanding. Thank them for a well prepared electronic file.Thank them for a referral. Thank them for the professional manner in which theyand their company interact with us.

8. Realize that gossiping and complaining about the customer is only a recipe for tearing down the relationship with them. How could the gossip or complaint be turned into a dialogue with them (rather than your monologue being put on loud speaker to your co-workers) so as to help give them an extraordinary experience? Getting into communication with customers about what we need from them and what are ways that they can improve what they are doing, so that we can do a better job for them, provides them with an extraordinary experience. To be of true service - to be a true partner - to help busy people like them - we need to do more proactive direction of our customers or at least providing them with ideas, options, suggestions and ways that they can improve.

We are really taking on making it easy and effective for them to communicate with their audiences. We need to expand beyond what happens within our own four walls to what is actually happening in their companies. Consistently getting projects completed accurately and on or ahead of schedule is very good. The next level for us is greatness. Greatness offers us the possibility of helping our customers transform how they manage their communications. Complaining and gossiping about customers keeps us from doing that. This is very different than from our heart seeking to improve things for our customer and for ourselves by getting into communication with them, dialogue with them with a rich understanding and deep appreciation of their business and their challenges.

9. Be curious and do not take things for granted with customers. Why are they doing this project? What are they hoping to get from it? Why are they not asking us about this or that service? What changes are they making in their business? How is their business doing? All these things can help deepen our business relationship with the customer.

About the Author:

Pj Germain

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