6
Keys to Achieving Success through Customer Service
(An employee or student learning resource guide.)
John
L. Myers, Ed.D.
Northern Arizona University
Introduction
•
What's in it for you?
•
Why should you care about being more effective?
• Has this ever
happened to you?
• What will you
learn from this book?
• How to use this
book
Key #1:
Service is an Attitude
• Develop your
service attitude
• Smile and the
world smiles with you
• Meet and greet
–– immediately
• Don't miss that
service opportunity
• Keep the
customer satisfied
• Who's job is it,
anyway?
Key
#2: Reach Out and Communicate
• Tag, you're it
• Listening is an
art
• Ask and you
shall receive
• Look 'em in the
eye
• Play the
"name game"
Key
#3: What You Know Makes the
Difference
• The hallmark of
a professional
• You're the
expert
• What's the
company policy?
• Service
procedures help do the job right
Key
#4: The First Impression Counts
• Healthy, happy
hygiene habits
• You are what you
wear
• Check your
posture
Key
#5: Examine Your Personal
Standards
• What are your
values and ethics?
• Honesty really
is the best policy
• Say
"no" to substance abuse on the job
Key
#6: Take the Initiative
• Can you handle
more responsibility?
• Learn to make
informed decisions
• Be the solution,
not the problem
• Think like a
manager
•
Always do your best
Introduction: What's in it for you?
A customer service position can be one of the most demanding jobs in the world. It also can be one of the most rewarding, especially if you understand basic service skills in six key areas, which will make you a more effective service provider.
Why should you care about being more effective?
Whether you work as a receptionist, wait tables, greet people at the main entrance, or answer the telephone, you're often the first –– and sometimes only –– contact that customers have with your hotel or restaurant. How customers feel about your business at the end of their visits will be a direct reflection of how they felt about you and the service you provided.
Why should you care? If you're in a position where you receive tips, you'll see the direct result of your effectiveness in the amount of tips you make. If you're in a position that doesn't normally receive tips, you'll see the results of your effectiveness in wage increases and promotions that are (or are not) offered to you.
Learning the skills to be more effective helps you take more pride in what you do. As you do your job better and better, you'll likely find that you're getting more "pats on the back" from your employer and your customers, too. You might not see results immediately, but if you learn the key principals described in this book and follow them consistently, your chances of success –– on the job and in life –– will be greatly improved.
Don't forget that you have a direct effect on your employer's bottom line. If you don't do your part in making sure your customers are happy, those unhappy customers will cost your employer money by staying away. If too many customers stay away, the business eventually will fold, along with your job. So, your have a personal stake in making your customers so happy they'll want to come back again and again.
Has this ever happened to you?
Think about a time when you went into a hotel, restaurant, bank, department store, or other place of business and later walked out with a negative impression of the place. Why did you feel that way?
When you walked in the door, did the employees ignore you and continue to talk among themselves? Did you have to make the first contact in order to get some service? Did the employee who finally waited on you mumble responses to your questions and avoid looking you in the eye? Were you offered any information? Did anyone ever smile at you? Were you thanked or asked to come again? Would you go back?
Now think about an encounter where you left with a positive impression. What made it a good experience? Were you greeted promptly with a smile and welcoming words? Was your order taken, your question answered, or your room key presented quickly and efficiently? Did the employee who was helping you look you in the eye, call you by name (if it was appropriate), offer helpful information, and make you feel like your business was important? Were you thanked and asked to come again? Would you go back? Which place would you be more likely to go back to? Why?
What was the difference? Excellent customer service, of course. And it's the key to your success –– making sure your customers walk away feeling good about their encounter with you and your business so that they will come back again and again. It's a win-win situation: They're happy that they are receiving excellent value for their money while you're happy that you're earning money and doing a good job.
What will you learn from this book?
This book is a guide to help you learn and practice key service skills involving attitude, communication, product knowledge, appearance, personal standards, and initiative. It will help you develop a professional service manner and a positive attitude about yourself and your job.
The information is not difficult; in fact, it covers knowledge and skills that you may already have. This book will help you uncover your knowledge, polish your skills, and put them to work for you.
How to use this book
As you read this book, pay attention to certain key phrases and points which are highlighted or bulleted. Once you've read a chapter, review the summary at the end to test your understanding. Following each summary, there is a list of suggested practices to sharpen your skills and knowledge, with space for your own notes and observations.
The result? You'll be a more empowered, helpful, effective customer service representative –– the key to success for you and your employer.
Key #1: Service is an Attitude
Ever had one of those days when everything goes wrong? Your alarm doesn't go off. You whack your elbow as you dash into the shower. You can't find your watch, and you're completely out of coffee. Every single traffic light between home and work is red. And, when you finally do make it to your job, you discover that the shirt you pulled on in your haste has a big stain on one sleeve.
All in all, you've had a miserable morning. When you get to work you don't even feel like working, let alone being cheerful and helpful. Even worse, you know the rest of your day will be just as bad. It will ... unless you choose to change it.
Like many people, you may believe that you can't help the way you think or feel, often allowing those feelings to shape your attitude. If you feel cheerful and happy, your attitude is up-beat and positive. You smile at people and talk to them, and are more open to helping others. If you feel depressed, tired, or angry, your attitude is withdrawn and negative. You avoid looking people in the eye, saying hello, or listening to their problems.
Whatever your attitude, it tends to gather momentum. When you're cheerful, people respond in kind, which in turn makes you more cheerful, and so on. On the other hand, when you're depressed or angry, you put out those vibes and people respond by frowning right along with you, which makes you feel even lower.
Most successful people have learned not to let their emotions control their lives. With a little effort, you, too, can change your thinking and your attitude along with it.
Develop your service attitude
Customer service is the lifeblood of the hospitality industry. No matter how luxurious the surroundings or how good the food, if a customer is not served well he or she probably won't come back (and likely will advise others to stay away, too). If that happens often enough your employer won't stay in business.
As an employee on the front line with customers, you're the one who creates the customer service experience. You are the one who can make it or break it. Your attitude –– toward your customers, your employer, your job and, most importantly, toward yourself –– will determine what kind of service you provide and whether you fail or succeed.
That's why you must develop a service attitude. There are times when how you feel makes it difficult to have a positive attitude, but if you develop a service attitude that you can adopt on the job every day, it will be easier.
Think of it as being like an actor. Actors, no matter how they feel, have to set their personal feelings aside before stepping onto the stage or in front of the camera. Otherwise, they could not play their roles successfully. To do this, actors often have methods or tricks they use to leave their "selves" at the door.
Playing the role of a positive, confident customer service provider is no different. To do so, you concentrate on acting cheerful, friendly, and helpful, no matter how you're feeling. Developing your service attitude is a trick that will help you play your role more comfortably.
To develop your service attitude, concentrate on making these eight steps true for you every time you go to work:
#1 I smile and
behave in a positive way
#2 I greet every
customer cheerfully and promptly
#3 I offer to help
every customer
#4 I look for every
opportunity to serve my customers
#5 I am aware of
what my customers want and need and I
anticipate those wants and needs
#6 I satisfy my
customers' needs to the best of my ability
#7 I thank every
customer for coming to my place of business
#8 I take
responsibility for my customers' satisfaction
Repeat these steps to yourself every day, over and over. Say them out loud. Write them on cards and put them where you'll see them –– on your mirror, on your refrigerator door, on your car's dashboard. You'll be surprised at what a difference it makes. Whatever your job or current situation, developing your service attitude will help you see yourself as a professional who chooses to act professionally. And, with the right service attitude, you'll be making customer satisfaction your number one priority, allowing you to successfully create a positive customer service experience.
Smile and the world smiles with you
The expression on a person's face says a lot about who they are and how they are feeling. People can tell just by looking at you what kind of mood you're in and whether you are approachable or someone to be avoided.
When it comes to your customers, make sure your expression sends the right message. That expression, of course, is a smile. A smile is a sign of confidence, and customers have more confidence in someone who appears to be confident. Think about how you feel when someone smiles at you.
A smile goes a long way toward making a customer feel wanted and welcomed. It establishes human, person-to-person contact and that's the first step in creating a positive service experience. A smile tells your customers that you are aware of their presence, that you're eager to assist them, and that you're glad they came.
It's also contagious. You can use a smile to help correct a mistake or ease a tense situation. Like your attitude, your smile will affect those around you and they'll respond in kind. Just by smiling, you can make somebody else feel a little more cheerful, a little less angry, and more willing to work with you on a problem. A smile is step #1 in your service attitude. Don't forget to use it over and over!
Meet and greet –– immediately
Have you ever gone into a store, spent some time looking around and left again without an employee of that store saying hello or asking if they can help you? Have you ever had to track a salesperson down just to ring up your purchase? How did that make you feel? Did you feel as though it was a place that really wanted your business and appreciated your presence there? Probably not. Too often it takes too long for a customer to be acknowledged –– or it doesn't happen at all –– and there's nothing that will sour a customer's experience faster than being ignored.
But if you're following the steps of your service attitude, that won't happen because step #2 is to greet every customer promptly. Give them a warm and friendly "hello" or "welcome" or "good morning" and ask "how may I help you?" The customer wants you to show them that you're aware of their presence, and a warm greeting also lets them know that you're glad they're there.
Never let anything come between you and serving your customer immediately –– unless it's another customer. If you're helping one customer when a second one approaches, the new customer will understand that he or she will have to wait. You can smooth the way by acknowledging them immediately. Simply smile and say "Hello, I'll be with you in just a moment." Once you are able to assist the second customer, be sure to thank him or her for waiting.
In every situation, the
customer must come first:
• If you are talking to another employee, whether it's work-related or personal, excuse yourself immediately to wait on the customer. Don't resume a personal conversation within earshot of the customer, even if they don't need your help.
• If you are doing paper work, restocking, cleaning up or any other kind of work activity, put it aside immediately to approach a customer. Don't finish the task first. It will wait, the customer won't.
• If you are talking with your boss or supervisor, excuse yourself to acknowledge the customer. If you feel hesitant to do so, say "I have a customer. May we finish this later?"
• If you are on the phone with a customer, you can smile at a customer who approaches to acknowledge him or her. Ask the caller to wait just a moment, greet the new customer and tell him or her you have a customer on the phone and will be just a moment.
• If you are on a work-related call with another employee when a customer approaches, put them on hold or call them back to finish your business. Don't make the customer wait.
• If you are on the phone on a personal matter, end the call immediately and assist the customer. Don't resume the call within earshot of a customer. Better yet, finish it on a break.
A cheerful and prompt greeting sets the stage for the customer service experience that you are creating. If you remember to make your customers your first priority, everything else will fall into place.
Don't miss that service opportunity
A service opportunity is any chance you have to do something that gives a customer's experience more value. Step #3 of your service attitude is simple –– offer to help every customer.
Any time you help a customer, you show the customer that you appreciate them and their business. Being helpful is offering to provide something that the customer needs or wants. By giving clear directions, helping with luggage, seating them promptly at a table, making reservations, or correcting a problem, you are meeting a need and providing value to your customers.
You must be alert so that you don't miss a service opportunity. Don't just wait for someone to ask you for help; seek out opportunities to help your customers (step #4 of your service attitude). Be willing to look around you and see what needs to be done.
Anticipate customers' needs and look for ways to improve upon your service (your service attitude step #5). It might be something as simple as refilling a water glass before you are asked, but everything you can do to make your guest comfortable and happy increases the value of their customer service experience.
You also can look for additional and unexpected ways to serve your customers. Going out of your way to find something for them, remembering their likes and dislikes from a previous visit, getting more information to answer a question –– these may be little things, but they go far in making your customer's experience better.
Every customer wants to be respected and feel as though they're getting a good product or service for their money. You are the key. Try to see your customers' experiences through their eyes. How would you feel if the situations were reversed? This trick will help you anticipate your customers' needs so that you can go the extra mile in exceeding their expectations.
Keep the customer satisfied
What does it take to satisfy a customer? Prompt attention, prompt and meaningful service, and prompt appreciation –– all the things you look for when you're spending your hard-earned money. Customers have many, many choices of hotels and restaurants. If you give your customers a reason to be happy about choosing yours, it means you've provided satisfaction and they'll be back.
Keeping your customers satisfied is step #6 of your service attitude. This involves taking all the previous steps –– smiling, greeting immediately, offering to help, finding every opportunity to provide service, and anticipating needs –– to the best of your ability. Treat each customer as though he or she is the most important person to your business –– because he or she is. There may be occasions when you can't do everything, but if you're willing, helpful, cheerful, and efficient, you'll win the customer over every time.
Sometimes customers may arrive with an unreasonable attitude, almost looking for a reason to vent their anger or frustration. Don't allow their attitude to affect yours; instead, treat them in the most agreeable way possible. After all, it's not really you with whom they are upset. In these situations, you can sometimes turn their attitude (and their day) around simply by being nice to them.
There's one more very important thing you need to do to ensure your customers' satisfaction, and that is to always say "thank you." A simple "thank you" (step #7 of your service attitude) says that you don't take your customers for granted. It tells them you appreciate their presence. It shows you're glad you had an opportunity to serve them. And it makes them feel good about having spent their money at a place that values their business.
A satisfied customer is a happy customer, and a happy customer will likely be a repeat one. Why is this important? It builds your employer's business, which in turn secures your job and offers you more opportunity. Think about it. When you're serving and satisfying your customers, you're also serving yourself.
Whose job is it, anyway?
In any work situation, there are things you just can't control. Another employee messes up with a customer and dumps the problem in your lap. A customer whose bags were lost by the airlines takes his frustration out on you. It's raining, causing a huge mess in the lobby. The airport shuttle is running late, the cook just quit ... the list is endless.
But there's one thing you always can control, and that's how you react to any given situation. You are in control of your own behavior; you're in charge of how you handle things. When you accept this, you take responsibility for your own actions, and that translates into taking ownership of your job.
What does that mean? It means you accept responsibility for the success of your employer and your career in every action you take. You may not be the owner the business, but you have a direct effect on the success or failure of that business. For example, if you choose to treat a customer well and they respond by buying more or coming back, that's your success. If you choose to ignore an opportunity to serve that customer and they complain or decide not to come back, that's your failure.
How do you act if a problem created by someone else gets dumped on you or if someone takes their frustration out on you? You can choose to get angry or upset, you can complain about it, or you can look at it as a opportunity to shine. It's up to you. You are the owner of your actions and reactions; no one else controls them. Consequently, you also own the results of your actions, which means you're responsible for whatever results your actions create. Pay attention to people around you and you'll notice something significant. People who blame others for their mistakes and failures are giving away their power; they tend to be generally unhappy and less successful in their work and their lives.
On the other hand, people who take responsibility for what they do and the results they get have power. They're more likely to be positive and confident, they're happier and more pleasant to be around, and more successful.
The job of service is one of ownership, and taking ownership means taking responsibility. If you take responsibility for your customers' satisfaction (step #8 in your service attitude), it means that you choose to do everything in your power to create happy customers.
Key #2: Reach Out and Communicate
Okay, you're working on your service attitude. You smile, you greet customers right away, and you always offer to help them. You try to anticipate needs, to meet those needs, and to satisfy your customers. You know why you need to do these things. It's time to talk about how to do them.
Start by developing your communication skills, key #2 to successful customer service. Communication is exchanging information with others. Essentially, as a member of your business' service staff, that's what you do.
You give information to your customers through your greeting and offer of help. What you're saying is "I'm glad you're here and I'm a professional who wants to serve you." In response, they provide you with information about what they need. You, then, respond by providing the required information and/or services. Finally, you thank the customer, which communicates that you appreciate their business.
There are several communication skills that will help you serve your customers more effectively. Think of them as "tools" in a customer service "toolbox." They are easy to learn, simple to remember, and you can carry them with you all of the time.
Tag, you're it
The most important thing to remember about the communication exchange is tool #1 –– you are responsible for starting the process. It goes back to the notion that customers want to be acknowledged. They don't want to have to track you down or try to get your attention. They want you to come to them. Therefore, you have to make the first move. This involves two steps from your service attitude that you've already learned.
First, greet the customer promptly. The longer the customer has to wait to be acknowledged, the more difficult the communication process becomes. After all, you don't want to have to deal with a customer who's grumpy because he or she had to wait for you, do you?
Second, offer to help the customer. While your greeting begins the process, your offer to help opens the channels of communication between you and the customer. This provides him or her the opportunity to give you information about his or her wants and needs.
These two steps in your service attitude both are important in starting the process of communicating with your customers.
Listening is an art
To make sure you understand the information a customer provides you, you'll need to learn to use tool #2 –– listening –– effectively.
Most people don't listen effectively because they're too preoccupied with themselves instead of focusing on what others are saying. If you're more interested in what's going on inside your own head than in what your customers are telling you, you're going to miss important information and clues about the best way to serve them.
How well you're able to meet your customers' wants and needs depends on how well you are able to focus on them. Pay close attention to what your customers tell you, and you'll be able to provide service that exceeds their expectations.
To listen properly, train
yourself to:
• Give your customer your undivided attention. Act as though he or she is the only person in the area. Not only will you get good information, you'll make the customer feel special and important.
• Stop talking and concentrate on the words, phrases, and gestures of your customer. Both words and expressions will give you clues about what he or she really wants and needs.
• Don't let outside distractions interfere. Tune out what's going on around you and focus on the customer entirely.
Good listening is an art, one that requires practice. The more you focus on other people, the better you'll become at listening to them. As you sharpen your listening skills, you'll become more aware of your customers and their wants and needs.
Once your customer has given you information about his or her needs, you'll need to make sure you've understood them correctly by asking questions –– the next tool in the box.
Ask and you shall receive
Once the customer tells you what he or she needs, it's your job to meet those needs. To make sure you understand the stated needs correctly, use tool #3 –– ask questions. If you believe you've understood what the customer wants, asking a question will demonstrate this understanding to your customer.
Asking questions will avoid any misunderstanding. It also shows that you are paying attention to the customer's needs and are genuinely trying to help. If you're not sure what it is that a customer wants, ask for more specific information. If, for example, your customer wants to find a good place to eat, instead of just reciting a list of restaurants, ask what type of food he or she prefers; what price range is desired; and, if it's appropriate, if he or she is interested in a great on-site food or an off-site restaurant. That will help you provide information that is most valuable and meaningful to the customer.
If you understand what the customer wants, you can clarify that need by repeating it back to them in a question form. Say, for example, your customer wants his luggage delivered to his room. That's a straightforward service request and one that's easy to understand and fulfill. Your question back to the customer might be "Would you like me to take your briefcase as well as your luggage?" or "Would you like me to bring you some ice when I deliver your luggage?"
Asking questions is a powerful communication tool. It not only demonstrates that you've listened and understood, but also offers services your customer hasn't had to ask for (remember step #4 of your service attitude –– look for opportunities to serve). Your questions will show your customer that you're trying to serve them better and they will appreciate your attention and interest.
One key phrase you can use is "May I suggest ..." to guide your customers toward services that will meet their needs. By putting your idea in question form, you're giving them an option instead of telling them what they should do. If what you suggest isn't what they had in mind, they'll clarify their request. This helps both you and your customers identify the best services to satisfy their needs.
By asking questions, you give your customers the opportunity to better define their needs and to receive additional services. They'll be pleased that you asked, and your concern and interest in meeting their needs will provide added value to their customer service experience. And, once you've asked a question, don't forget to listen to your customer's response!
Look 'em in the eye
One sure way to make your customers believe you are focusing your entire attention on them is to use tool #4 –– look them in the eye. People perceive that you are giving them personal attention when you look directly at them while you are speaking with them. Eye contact is a direct form of communication, and a tool that is very important in making the customer feel valued.
Good eye contact means that you are listening, that you're interested in finding out what a customer needs, that you will meet those needs, and that you are a polite and courteous person. Maintaining eye contact reinforces your commitment to your customer and his or her needs.
Don't look around while your customer is speaking. It's easy to get distracted by noises and other conversations. Work on tuning out those distractions and keep your eyes on your customer. Look directly at the person when they are speaking to you and when you are speaking to them.
Making the conscious effort to look your customer in the eye will require some practice, but developing this habit will give you another powerful instrument for your customer service toolbox.
Play the "name game"
In today's huge and impersonal business world, being greeted by name creates an unexpected and delighted response in a customer. People truly appreciate being called by name, but it just doesn't happen often enough in today's commercial settings.
People appreciate being called by name, since it shows you recognize them as individuals. Tool #5, using a customer's name, is a powerful way to personalize the customer service experience. Along with smiling, focusing your attention on his or her needs, and maintaining eye contact, it establishes a human, one-to-one relationship that elevates a customer's experience from ordinary to extraordinary.
Using people's names is a very effective communication tool, but it's a tool that must be used with great precision. If you mispronounce a name or get it wrong entirely, it can have the opposite effect. Learning and remembering names will take some effort and practice on your part. Using and remembering names makes your customers feel important and valued. It shows that you respect them and it makes the service experience more personal. And, when you can remember a customer from visit to visit, it gives them more incentive to return, because they will appreciate and enjoy your individual recognition –– it will make them feel good
Key #3: What You Know Makes the Difference
As important as good communication skills are, they're only part of the "how" of providing excellent customer service. While you use your communication toolbox to build the framework of the customer service experience, you need to add the building blocks of knowledge –– key #3 –– in order to finish the structure.
It's necessary for you to build your knowledge in many areas in order to serve your customers effectively. You must be able to answer questions, give good directions, know where to find things, understand what is and is not possible to offer and why, and be familiar with why things are done a certain way. The more you know, the better you'll be able to represent your business.
There's nothing that will frustrate a customer faster than not being able to get an answer. Never, ever tell a customer "I don't know" and then walk away. If you don't know the answer, find out. Say "I don't have the answer to that, but I'll find out right away." Then do it, and get right back to the customer. By building your knowledge base, you'll be able to answer questions and solve problems quickly, turning a frustrated and angry customer into a satisfied one.
You may have to read written policies and procedures and other materials to build your knowledge, but much of what you need to know will come from listening and watching what goes on around you.
The hallmark of a professional
Learning how to behave correctly and professionally –– professional etiquette –– is the building block #1 in your knowledge base. Professional etiquette means using correct manners, behaving in accordance with the local customs and culture, adopting a formal demeanor, and conducting yourself in a professional manner at all times.
By using professional etiquette, you show respect for your customer, your employer, and yourself. Part of practicing professional etiquette you already know, and that is to set aside your personal feelings and problems while you're on the job. It's adopting your service attitude and treating the customer as the most important person in the world.
Professional etiquette means you always think of the customer's comfort and well-being first and foremost. It also means you never take the customer for granted. It's an attitude that's never out of place.
You're the expert
Customers always have questions, and they're going to ask you because you work there. How effective would you be if you had to keep asking other employees for answers or look up the information every time?
The more knowledge you have in your toolbox, the more quickly and effectively you can meet a customer's needs. Be sure, however, that your information is accurate. It makes people unhappy to be given wrong directions or other misinformation. If you're not sure, ask someone else. The customer may have to wait a minute, but they will appreciate having the right facts, and they'll also appreciate your extra effort to help them.
What's the company policy?
Knowing and understanding company policy is an important part of your job. It will help you make decisions and solve problems, and it will help you understand why you must do certain things a certain way.
Most employers have a written set of policies and procedures. You may have received a copy when you were hired, or were given the policy verbally by your supervisor. These policies and procedures will tell you what is expected of you and what the rules and regulations are for all employees and are building block #3. They also will give you guidance in dealing with problems and complaints. Becoming familiar with these policies will increase your comfort level, allowing you to make decisions and solve problems with less support from management.
The most important policies for you to memorize are those that deal with safety, emergencies, and security. You must be familiar with fire escape routes and procedures. Also, know whose responsibility it is to make calls for police, fire, or paramedic help, and under what circumstances those calls should be made.
Become thoroughly familiar with your company's procedures for dealing with customer complaints, abusive customers, or other customer problems. This is information you must have in order for you to make decisions on what to handle yourself and when to ask for help. There will be times when you can't –– and shouldn't –– try to resolve something on your own. Being familiar with company policy makes that decision easier to make.
While it's not necessary that you know all of the policies word for word, it is important that you become familiar with the standards and expectations of your employer. It also will help you figure out where to go for help when you need it.
One important thing to remember is to never make assumptions about what company policy might be. You could cause serious problems with a customer or even endanger the safety and well-being of others. When in doubt, ask a reliable source.
What does all this have to do with customer service? Looking out for safety, knowing how to deal with problems, and understanding why your company operates a certain way all contribute to your service to the customer. If you can direct a customer to a fire exit, find the right person to resolve a dispute, or explain why something was done a certain way, you're giving your customer a valuable (and sometimes life-saving) service.
Service procedures help do the job right
Another group of procedures that you must become familiar with are your company's service procedures, building block #4. These procedures may be general in nature or they may be specific; whatever the case, you need to learn and practice them. They are the basic, daily steps you need to know in order to do your job.
You probably were trained on these procedures when you were hired, but you will have to consciously practice them to become proficient at them. Watch others around you to learn when and how to implement them. As you become more experienced in your position, however, they will become second nature. That will make it easier to concentrate on the customer rather than on what you have to do next. The procedures will become part of your customer service building blocks, ready for use whenever you need them.
Key #4: The First Impression Counts
Take a look around you at work. What kind of impression does the hygiene and clothing of your fellow employees make? If you were a customer, which ones would you want to have help you and which ones would you want to stay away from?
Now, look in the mirror. What do you see? Which category would you fall into? While people often overlook less-than-perfect hygiene and grooming in those they associate with in their personal lives, the business world is less forgiving. If your appearance is inappropriate, you lose respect in the customer's eyes. This makes your job harder. A customer's overall impression of a business often is colored by the appearance of its employees. If those employees appear sloppy or unclean, the customer may assume that the entire business is sloppily run or badly kept.
That's why your appearance is so important and is key #4 to successful customer service. You may have the brightest smile or most positive attitude in the world, but an unkempt appearance might turn a customer away before he or she can find out how great you are. You can avoid this situation by following a few basic practices.
Healthy, happy hygiene habits
Personal hygiene is a sensitive subject. It may be a matter of personal taste, but it's also a matter of health –– yours and the public's. There are some basic practices that are important for you, as a member of the service industry, to follow.
Basic practice #1 is the single most important practice to get in the habit of doing –– washing your hands. This is especially vital if you work with food in any way. Regardless of what area you work in, you should always wash your hands after using the rest room.
Germs are passed through the air, through bodily contact, and through people touching surfaces. If you develop an awareness of what you touch during the day, you'll be able to use your common sense in determining how often you need to wash.
Use hot water and soap each time. Scrub your hands thoroughly before you rinse. Be careful what you touch before you dry your hands and use only a clean cloth or paper towel to do so. Remember that the doors of a public rest room carry germs, so it's best to use your towel to open the door, then dispose of it.
Basic practice #2 is to stay home when you are ill. Think about the effects of coughing or sneezing on your customers. How many times have you seen someone who is working use their hand to cover their mouth while they cough then return that hand to work? Yuck! And what about that runny nose? Absolutely disgusting. Your customers will not appreciate it in any way.
If you go to work ill, you're also likely to spread your illness. Chances are good your employer would rather that you take a day or two to get over it rather than giving it to everyone else. Be sure to call your employer as soon as you realize you are too ill to report to work.
Basic practice #3 is to avoid touching your face or hair while you are on the job, especially if you are in food service. Have you ever noticed somebody who rubs their eye or their nose or scratches their head and just keeps on working? It's not an appealing sight, especially for someone working with food!
Everybody knows that daily hygiene habits affect your ability to present a neat, clean, professional appearance. Basic practice #4 is to develop good hygiene habits, which will help you maintain an appearance that will impress customers and those who work with you. These habits include:
• A daily shower or bath. This will help eliminate body odor and keep your skin clear of bacteria. Use a soap or other cleansing product that has a mild scent or that is unscented.
• Keeping hair clean. Shampoo your hair as often as necessary to keep it clean and odor-free –– greasy hair is a major customer turn-off.
• Using a deodorant or antiperspirant.
• Keeping your hands neat. Make sure your fingernails are clean and manicured –– watch out for those broken nails.
Keep in mind that every person is different, so base your daily hygiene routine on your personal needs. The main thing to remember is to do what's necessary to be clean and neat. Your customers and the other employees will appreciate it.
Some additional things to consider: You may want to choose a more conservative hairstyle and make-up, as it will make it easier to earn your customer's respect. The use of heavy perfume or cologne may offend customers who are sensitive or even allergic, so take care in the use of these products.
Your employer likely will have specific guidelines for personal appearance, so know those guidelines and follow them. Consult your supervisor if you have questions.
You are what you wear
Your choice of clothing is one of the main ways you express who and what you are in your personal life. People will judge you on your choice of color and style; they'll also make assumptions about you based on how you wear your clothes. Are your socks the same color? Is your shirt tucked in? Have you matched plaids with stripes or flowers? Do your clothes hang on you, or are they too tight? And what does all of this say about you?
It's the same in business. Customers will make judgments about you based on how you are dressed. For example, customers will assume that if you don't care about your appearance, you won't care about them, either. And, not only will they make judgments about you based on how you are dressed, they'll pass judgment on your employer as well.
Even the simplest outfit can shout "success" or scream "failure." A sharply creased pair of slacks versus drooping, baggy pants; a clean, crisply ironed blouse versus one that's stained and limp; a pair of shiny shoes versus a faded, scuffed pair; or a shirttail neatly tucked versus one that's flapping around –– each one says something about the wearer. That's why it's important to pay attention to your clothing, basic practice #5.
Your employer likely has guidelines about what colors and styles of clothing are required for your job. You might even be issued a uniform. In all cases, maintaining a neat, professional appearance involves certain clothing skills:
• Change your undergarments, socks, and stockings daily. Put clean clothes next to clean skin.
• Launder or dry clean your clothes whenever necessary. Your work clothes should be free of stains and odor.
• Keep your clothes pressed. You really don't want to look like you just came out of the laundry pile, do you? A quick touch of the iron can keep pant leg creases sharp, shirts and blouses looking crisp, and jackets neat and tailored.
• Keep your clothes and shoes in good repair. Frayed or ripped seams, torn pockets, holes, and other damage should be repaired before you wear an item of clothing. Wearing damaged clothing presents a sloppy appearance, and you also could do further damage. Your shoes should be clean and free of scuff marks, rips, or other damage.
If your employer issues you uniforms, make sure they fit properly. Make sure sleeves and pant legs are long or short enough; that coats and pants fit but aren't too tight; and that shirt necks are comfortable enough for working. Consult your supervisor for assistance and, if your uniforms become worn or irreparably damaged, ask if it's possible to have them replaced.
If your employer does not require uniforms, check to see what guidelines you are to follow in choosing your work clothes. You might also check with other employees before you buy any work clothes to see what styles and fabrics they recommend for the position you have.
In general, there are some basic guidelines that can help you choose your working wardrobe:
• Stick with conservative styles. They are best for the workplace. Styles vary by geographic region, so be sure to choose those that are appropriate for your area.
• Choose fabrics with your job in mind. Some materials shrink, fade, wrinkle excessively, or don't hold their shape. Look for fabrics that are soil-resistant or easy care. If you're unsure how a fabric will wear and wash, ask a salesperson to help you.
• Make sure the clothing fits properly. Check the lengths of sleeves and pant legs. They should be long enough to bend and stretch without covering your hands or dragging on the floor. Shirts and jackets should not pull across the front or back, and neither should pants or skirts. Clothing should be loose enough to be comfortable, but not so loose that it hangs. It shouldn't be too tight, either. Make sure shirt collars are comfortable; that blouses and dresses are not overly low-cut; and that hem lines are long enough to cover your dignity.
• Make sure the color is appropriate. Bright colors or patterns generally are not acceptable, depending on your work setting. If your employer does not have established guidelines, follow the examples of other successful employees in your area.
• Select comfortable shoes. Comfort and safety should be your first consideration when choosing shoes for work. It's tougher to have a good attitude when your feet hurt! Shoes also should be appropriate to your job.
• Choose jewelry and accessories that are appropriate. Your employer may have guidelines for this. In general, keep your accessories simple and conservative. Things that clank or jangle probably should be left at home.
Remember, when choosing clothes for your job, keep comfort, fit, and fabric in mind and be aware of what's considered acceptable in your particular place of business.
Check your posture
Whether you're on your feet all day or at a desk, your posture sends a message about who you are. Customers will form impressions based on how you stand or sit, so it's important that you be aware of your posture, basic practice #6.
While your posture affects your appearance, a more important issue is the effect it can have on your health. If your posture is good, congratulations! If your posture is poor, you can improve it with some concentration and practice.
A poor posture –– stooped shoulders, slumping, head down –– signals laziness and a lack of pride and self confidence. This may be entirely untrue of you, but if you slump, that's the message you send. Good posture –– standing or sitting tall and straight –– suggests a positive attitude and energy and proclaims your pride and confidence in yourself.
Poor posture can affect your breathing. It can cause neck and shoulder strain and back pain. If your posture is poor, you may want to check with your doctor to determine if there is any physical impairment.
A few simple changes can improve your standing posture:
• Stand tall, but not rigid, with your feet about shoulder length apart. Don't lock your knees; keep them very slightly flexed. Imagine someone pulling up on a cord from the top of your head.
• Hold your head up so that you're looking straight ahead. If your job has you looking down, make sure you raise your head every few minutes to gently stretch your neck.
• Gently pull your shoulders back and down.
• Tighten your stomach muscles and pull in your behind.
To improve your sitting posture, try these changes:
• Sit up straight, but not rigid, toward the back of the chair. Depending on the shape of the chair, your lower back may be away from the back of the chair or just barely touching it.
• Put both feet flat on the floor with your knees slightly apart. Don't cross your legs or your ankles, and don't tuck your feet back underneath your chair.
• Hold your head up so that you're looking straight ahead. If your job has you looking down, make sure you raise your head every few minutes to gently stretch your neck.
• Gently pull your shoulders back and down.
• Tighten your stomach muscles. This will help support your back.
Don't lean on the desk for support. If you tire, you can lean back in your chair, but remember to keep your head up, your shoulders down and back, and your stomach muscles tight. Don't slump –– you'll look bad and feel worse.
Your posture is a vital part of
the silent message you send every customer, and it contributes to your
physical well-being, too. Whether
it's for appearance or health reasons, check your posture and see where you
stand
Key #5: Examine Your Personal Standards
How well do you know yourself? Can you put into words what your personal standards are? Maybe you can't now –– and a lot of people can't –– but you can learn to identify and define the standards and ethics by which you live your life.
You tell others a lot about yourself in non-verbal ways –– through your gestures, how you stand, how you look at people, how you walk, or how you take care of yourself. You also give unwitting clues in the way you speak, the words you choose, the volume of your voice –– your "attitude." People will perceive many things about you without even knowing you just by watching and listening to you.
If you can't define what your personal standards are, think about what kind of clues you give. Do people see you as friendly or unfriendly, honest or dishonest, helpful or horrible? Do they perceive that you take pride in yourself, that you're conscientious about doing a good job, or do they get the impression that you're lazy and don't give a darn?
The little clues that you send out have a direct impact on how your customers perceive you and the service you provide. That's why customer service key #5 is to examine your personal standards and understand what kinds of signals you give off about them.
What are your values and ethics?
Have you ever done something you were ashamed of later? Have you ever had a hard time looking at yourself in the mirror because of the way you've behaved? Everyone has at some point in their lives. The question is, what did you do about it?
Honestly, loyalty, truthfulness, trustworthiness, integrity, and a willingness to take responsibility all are values that customers (and employers) look for. By the time people reach adulthood, they should know the difference between right and wrong, and between the truth and a lie. Unfortunately, many don't.
You can't change anyone else, but you can examine your own behavior for clues about your ethics and values. Do you try to do what's right? Do you take pride in yourself and your behavior? Do you tell the truth to yourself and others? Do you act with integrity? Do you take responsibility for your mistakes as well as your successes? Do you apologize when you're wrong?
The bottom line when it comes to your personal values and ethics is whether you can respect yourself. If you can't respect yourself, no one else can, either. Your self-respect, or lack of it, will show in your verbal and non-verbal behavior, and your customers will respond accordingly.
What kind of clues do you give? If you stand straight and tall, look people in the eye, speak in a well-modulated and confident tone, relax your arms and hands naturally, and don't fidget, others probably will see you as honest, truthful, responsible, and trustworthy. If you slump, avoid looking directly at people, mumble your words or talk too softly, constantly twist or wring your hands, cross your arms, shuffle your feet, and generally fidget, they'll probably perceive you as hiding something, being untruthful, avoiding responsibility, or not worthy of their trust.
You can try to make your physical behavior match the image you want to project, but the body is a funny thing. It would take a lot of time and energy to make your body do something that doesn't reflect how you really feel inside. If you want to appear honest, truthful, trustworthy, and responsible, the best way to do so is to behave that way.
You've made a choice, whether you realize it or not, as to the type of person you are. The good news is that if you don't like the person you've become, you can change it –– starting right now.
Honesty really is the best policy
No employer wants an employee who lies, cheats, or steals, and most have written policies on what happens to dishonest employees. Chances are your employer is no exception. He or she will likely come down hard on any employee caught with a hand in the "till," and getting caught is not pleasant.
Some people may view getting caught, arrested, and convicted for stealing as no big deal, but what about the impact on the rest of their lives? Too often, people indulge in an impulsive act without thinking it through to its final consequences.
Do you know what would happen if you get caught in a dishonest act? If you don't, you should. Read your employer's policy closely, and if you're still tempted, go back and read it again. Then think about the consequences. What would it do to your life, to your spouse or your parents or your family? What would it mean to your future? And, at an even more basic level, wouldn't you be ashamed? Could you look at yourself in the mirror and be proud of yourself or respect yourself? Even if you don't get caught, eventually your lack of self-pride and self-respect will begin to show in your work, and you won't last long.
When you accept a position, you make a contract with your employer. You agree to provide the best service you can, you accept your employer's policies and procedures, and you promise to provide an honest day's work for an honest day's pay. In return, your employer agrees to provide the safest working environment he or she can (as dictated by those policies and procedures), and an honest day's pay for an honest day's work. You cannot control whether your employer lives up to the bargain, but you can control whether you do. If you break the bargain by being dishonest, you should expect the consequences.
There are people who try to justify stealing from their employers because the company is so rich it can afford it or the company deserves it or "owes" it to them. If you begin to feel this way, or that you must "get even" with your employer, then you owe it to yourself to look for a new job. Finding a new job would be far better for your future than to suffer the consequences of acting on these feelings.
Say "no" to substance abuse on the job
Substance abuse is a serious problem, and it can create serious health and safety concerns when it occurs on the job. Your employer most likely has a policy against using drugs and alcohol on the job or coming to work under the influence, and chances are that doing so is cause for immediate termination.
Why is it such a concern? An employee whose judgment and motor skills are impaired can have accidents and cause accidents. This puts not only the employee at risk, but customers and co-workers as well. At the very least, customers will be offended by such a situation. At the very worst, their lives could be at stake.
An employee who attempts to work while under the influence of drugs or alcohol can make mistakes ranging from getting the wrong date on a reservation to injuring someone with a piece of equipment to setting the building on fire. Any mistake can carry serious liability not only for the employee, but the employer as well. Attempting to work while under the influence is an irresponsible act and, like dishonesty, can have far-reaching consequences, including loss of employment and arrest.
The use of drugs and alcohol will affect your job performance, no matter what you think. If you don't believe that, stay sober in a situation when others around you are not and watch how they behave.
Before you indulge on the job, think through the consequences to yourself and others and make the right choice. Just say "no." Also consider that supporting a drug-free workplace means not tolerating drug and alcohol use by co-workers. If you see or suspect a co-worker is endangering you, your customer, and your employer by using drugs or alcohol on the job, the best thing you can do for everyone involved is to report him or her to your supervisor.
A word about using tobacco: If you smoke, be sure to follow any guidelines set forth by your employer and the law on where you may and may not smoke. While you have the right in your personal life to choose when and where you smoke, as an employee you don't. Your first and foremost consideration must be your customers.
Remember that many customers will be non-smokers and some will be allergic to tobacco smoke. Consequently, you should never smoke in public areas in your workplace. Confine your smoking to approved employee smoking areas. To avoid offending customers, never let them see you smoke while on the job or anytime when you're on the property and identifiable as an employee. Keep in mind that the scent of tobacco smoke clings, and many customers may find it offensive if it clings to you. It's all part of keeping the customer satisfied!
Key #6: Take the Initiative
Customers want what they want when they want it. They don't want to have to wait for it. They don't want to have to think about it, argue about it, or even ask for it a second time. And, they're counting on you to provide it, even if you have to read their minds.
That's an awesome responsibility, especially if you consider that a customer's perception of the value of your business often rests entirely on your ability to provide whatever "it" is. The skills you've learned so far will go a long way toward helping you providing "it," but there is one more key that will allow you to go above and beyond the customer's expectations.
Key #6 is learning to take the initiative with every customer. When you take the initiative, it means you take the responsibility to make sure the customer is completely satisfied and do it without having to be asked. You make decisions, solve problems, follow up to make sure things are taken care of correctly; in short, you do whatever it takes to make the customer happy.
"Passing the buck" or assuming that someone else will do it might be easier for you, but it's bound to frustrate, offend, and –– ultimately –– lose customers. A lack of initiative in following through and getting the customer what he or she wants often is the weak link in the customer service chain. If you learn to take the initiative, you'll never be that weak link!
Can you handle responsibility?
Taking the initiative means taking responsibility for getting things done and getting them done right. Being responsible means that people can count on you, that you'll do what you say you will when you say you will. They can rely on you and trust you to follow through.
Some people can handle a great deal of responsibility, while others can take on only a little at a time. Before you start making yourself responsible for things, you need to know how much responsibility you can handle. To do this, ask yourself a few questions:
• Are you dependable? When you say you will do something, do you always do it, or do you find yourself making excuses?
• Are you capable? Do you have the skills and knowledge to take on tasks, make decisions, solve problems, and follow through to ensure satisfaction? Are you able to manage your time and your energy to take care of multiple tasks or problems?
• Are you confident? Do you believe in yourself and your own abilities? Do you exhibit that confidence to others?
• Are you determined? When the going gets rough, are you able to stick with what you're doing and see it through?
• Are you respected? Do your co-workers and supervisors have enough confidence in you to allow you to make decisions or handle problems on your own?
If you can answer "yes" to all of the questions, you're ready to take on whatever comes your way. If there are some areas where you're not sure of yourself, you can start by tackling small areas of responsibility and sharing the bigger tasks and problems until you build your confidence.
Learn to make informed decisions
To be able to take the initiative in any situation, you'll need to make decisions on your own. The wrong decision, however, can send a customer running out the door. Making informed decisions will greatly reduce the risk of making a wrong one.
The key to making an informed decision is to think through your decision. Will it satisfy the customer? Who will be affected? Will your supervisor approve? Will it cause harm to anyone? Does it follow company policy? What will happen as a result of that decision?
To be able to think it through, you'll need to draw on the knowledge you've gained so far –– your communication skills, your product knowledge, and your knowledge of policies and procedures. If you've done your homework in these areas, making decisions with your customers will be easier and faster.
While you're thinking through your decision, consider the alternatives. Is there more than one way to go? Which way will be the most valuable to the customer? Which way will produce the best results for the customer and your employer? Think about the possibilities and what will bring the most satisfaction to your customer.
Once you've thought it through, make sure you're able to justify your decision. If asked, can you present valid reasons why you decided what you did? This will help you focus on the facts.
Be the solution, not the problem
Have you ever been with people who are complaining about work, their lives, or the world in general? How many focus on what's wrong, and how many focus on offering solutions to the problems? To be effective in customer service, you need to be part of the second group.
In taking the initiative with a customer problem, you should see yourself as part of the solution. Don't focus on what's wrong. Instead, think the problem through to come up with a solution that will satisfy the customer. It's like making a decision. You can draw on your knowledge base to find a way to turn a negative situation into a positive one and keep the customer happy.
To really take the initiative at work, you don't have to wait for a problem to occur. Throughout your shift, be observant of what goes on around you so that you can come up with better ways of doing things. Many employers have incentives or rewards for ideas that improve a product or service. After all, the better the product or service, the more customers enjoy their experiences and the more likely they'll be to come back. And, your active participation in improving what is offered shows your desire and willingness to do an outstanding job.
Think
like a manager
When you begin to take the initiative to make sure your customers are happy, you've begun to think like a manager. It means you look at the "big picture" –– providing complete customer satisfaction –– and your part in it. You make decisions, solve problems, and follow through. While you will rely mostly on your own skills and knowledge, you can draw on some other resources to help you sharpen your skills and increase your "big picture" view.
The easiest way to learn more about how managers operate is to observe managers at work. By paying attention to how managers behave in various situations, you'll discover what makes them effective or ineffective. You can learn from both the good and the bad by watching and observing, then adapting what you see to your own skill set.
As you improve your skills, you also begin to lead by example. When you're successfully taking the initiative to provide outstanding customer service, you're setting an example for your peers and earning the right to lead the way.
If you want to increase your skills further, seek out classes, seminars, and other training opportunities that are open to you. Check with your supervisor to see what training opportunities your employer might offer. Find out what credit or non-credit courses are available through a local college or community college. There also may be mail-order courses, seminars offered through trade schools or associations, or other types of training that will fit your needs.
Always do your best
Taking the initiative and the responsibility for making customers happy means doing your best every single day. When you do your best and you know it, you will discover just how fun and satisfying your job can be.
Each day, ask yourself "Did I do my best today? Did I do everything in my power to provide satisfaction for my customers and make my business successful?" If you can give yourself an honest answer about your own performance, you've taken the initiative and accepted the responsibility for your actions, your job, and your customers' satisfaction. And, if you can answer "Yes, I've done my best," you might be surprised at just how good you feel.
About the author
Dr. John L. Myers is a professor in the School of Hotel and Restaurant Management at Northern Arizona University. He has been an entrepreneur for more than twenty-five years. Over the years, he has enlightened and entertained over 300 audiences of all ages and backgrounds with his lectures, seminars, and guest speaking engagements. His philosophy regarding business and the hospitality industry is quite simple and extremely effective: Offer a quality product at a profitable price and always exceed the customer's expectations.
John Myers welcomes opportunities to present seminars in conjunction with his book and other related subjects. For more information, call (602) 277-4780. Complete books are available for sale.
Suggested
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Everything, INTI Publishing & Resource Books, 1999.
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Rosenbluth, Hal F., and Peters, Diane McFerrin, The
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