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Developing a customer charter

The word service in a dictionaryClient care is fundamental to any business — but how do we measure up? What are the specific skills we need to ensure we perform well?

Here are some checklists to help you evaluate how well you do.

Try this list as a start. Personal Customer Care: how good are you really?

Do I ...

  1. arrive on time at our offices or at a customer's premises?
  2. know our products and recognise opportunities to sell them?
  3. know and help my team?
  4. put personal problems aside?
  5. know regular customers by name?
  6. care for myself, my health, and appearance?
  7. show a genuine desire to help my customers?
  8. work cheerfully?
  9. give a warm welcome/final farewell in my voice (meeting or on the phone)?
  10. always greet customers quickly and confidently?
  11. know the company's basic care standards?
  12. keep the workplace neat and tidy?
  13. know how to use the equipment in view of the customers?
  14. look at the whole area regularly for neatness and tidiness?
  15. give of my best throughout my shift?
  16. ensure I never let the business down inside or outside work?
  17. always assist customers?
  18. know all of my job?
  19. put myself in my customer's shoes to check my care of them?
  20. would I be happy with my performance if I were my customer?

As you see with this list, it is either that you do these things or you don't.

Having thought about the range of activities, we now need to think about how often these things are done. From a customer's point of view, they don't care about how well you served the last customer or will serve the next - it is about the 'now'. So, whenever you are in contact with a customer it is important to think about that moment - a 'moment of truth' about how well they are being dealt with.

Taking a similar list to the one above, evaluate yourself against the list of activities and decide how frequently you do these things on a day-by-day, moment-by-moment basis:

Personal standards

Have a look at each area and assess yourself on your performance. By working through the list you will be able to take a fresh look at some of the areas that impact onto customer care. Moreover, if you are honest with yourself, it will begin to highlight areas where you may chose to focus your effort to improve. Score yourself between 1-5 below (1 = Never, 5 = Always).

Do I ...

  1. Make sure I am neat and tidy.
  2. I am presentable to customers.
  3. I welcome new customers in a positive way.
  4. I enjoy talking to/dealing with regular customers.
  5. I am a good member of the team.
  6. I am quick and efficient with my work.
  7. I know all the products the company sells.
  8. I respond to the customer's needs.
  9. I know the care standards.
  10. I enjoy my job.
  11. I deal efficiently with difficult customers.
  12. I deal efficiently with complaints.
  13. I am tactful, patient, and sincere.
  14. I help colleagues in my team.
  15. I know the company procedures.
  16. I leave customers more positive than when we met.
  17. I carry out the necessary paperwork.
  18. I am confident and caring.
  19. I sell through caring about my customer's needs.
  20. I am good at my job.

Now total your points and you have a percentage score out of 100. Wherever you have scored less than five, you will see for yourself those areas that you can focus on and make a determined effort to improve. Develop your own plan to improve and then use the checklist again to monitor your own self-improvement

Which standard are you going to make efforts to improve? How do you compare with your colleagues? What can you do collectively to improve the 'moments of truth' for customers?

Now you have thought about a range of things that you do more or less often than others - let us now look at two key areas when thinking about general approaches to customer care.

The first has to do with the personal customer care skills that are important to customers - things that you have to know how to do. These are things that you can learn.

The second group has to do with putting these things into practice. It is one thing to know what to do - it is quite another to show a customer that you can do it - they are the behaviours you need to show customers.

Personal Skills

The following nine skills are important for exceptional customer care. You can evaluate yourself or appraise others in your organisation - or they can be used as objective selection criteria when taking on potential new recruits. Score yourself or others against this checklist giving a score out of five for each one. Do I:

  1. Make the client feel important: by greeting courteously, showing concern for their needs, asking the right questions, giving compliments
  2. Listen and respond: particularly to feelings or moods, attempting to establish empathy with the client to achieve satisfaction
  3. Ask for ideas and offer suggestions: getting interest, creating conversation, reassessment when customer is overawed or uncertain
  4. Acknowledge the customer: using the client's name when possible, giving full attention, adjusting to the mood or pace of the client once a response has been given
  5. Clarify details: ask effective questions, get all the details, give out all the essential information clearly
  6. Exceed, rather than simply meet, demands: work to solve problems, suggest additional services, and go out of the way to be helpful
  7. Ensure satisfaction: ask, check, ask, and then check again that the client is satisfied before saying 'Goodbye'
  8. Prepare, know the job, the products, and the services: have everything needed for the job available, be well-groomed and attentive, be trained regularly
  9. Follow-up, call back, or follow up with information: keep everyone informed, work with others to maintain communications, and ensure customer satisfaction.

Be honest with yourself! You may feel that there are some areas where you need to sharpen your skills to improve the way that you handle customers - and don't forget those internal customers too!

Again, wherever you have scored less than five, you will see for yourself those areas that you can focus on and make a determined effort to improve. Develop your own plan to improve and then use the checklist again to monitor your own self-improvement.

While this is quite a list, it is useful when planning customer care training sessions and ensuring that everyone in an organisation actually does these things! You'll see that it is important that anyone in a customer-facing situation needs information and support to deliver exceptional customer care - put simply, to stay one step ahead! And if you don't, your competitors just might.

With these skills in mind - what we need to know - we can now turn to look at the competencies (categories of behaviour) or those things that define in detail what we have to do.

Personal Competencies

Let's turn to a list of competencies (behaviours) that impact on the customer's experience. Review the range of skills and the description of the competencies for exceptional customer care providing the very best customer experience. Then evaluate yourself, honestly, against the frequency with which you actually do these things.

  1. Communication (a): being able to clearly express oneself when communicating with customers (verbal or written), with no recourse to jargon
  2. Communication (b): being able to listen and ask appropriate questions to understand what a customer needs, wants and desires
  3. Shows customer-sensitivity: recognising and showing concern for a client's needs or points of view
  4. Is sympathetic: showing understanding of a customers needs, wants and desires
  5. Is empathetic: demonstrating, where appropriate, a shared feeling about a particular set of circumstances (e.g. frustration having to return faulty goods)
  6. Is decisive: taking action or making quick decisions that address clients' needs - in other words, don't dither or blame someone else
  7. Has energy: being alert and attentive, playing a major role on the front stage
  8. Is flexible: able to quickly change a service style, action or approach to meet a perceived need, personality or disposition, but still remain within the company's standards and rules
  9. Follows-up: delivers what has been promised or committed on time and according to the order
  10. Makes an impact: a neat appearance, firm bearing, and creates a positive impression on the customer
  11. Shows initiative: consistently tries to meet or exceed the customer's expectations, to be 'one jump ahead'
  12. Shows integrity: is open, honest, and ethical, makes no false promises, lets neither the customer, colleagues nor company down
  13. Shows job knowledge: shows a thorough understanding of a company's products and services as well as the policy or procedure for customer care
  14. Shows judgement: uses available information to address and solve customers' problems, utilises some empowerment, thinks for themselves to meet needs
  15. Is motivated: to serve gains job satisfaction and fulfilment from serving or dealing with customers, meeting their needs or handling concerns - not quite born to it, but certainly pleased to perform
  16. Is persuasive: moving a competence in care into the 'selling mode', that entails not only obtaining customer acceptance of the solutions to problems, but also convincing them of the benefits of the company's products and services
  17. Plans, prepares and organises: the work, so there is time to talk to the customers and a readiness to cope with reactions
  18. Resilient: most jobs involving customer contact require patience and tact; there will be an element of unpredictability regarding what is a priority for a particular customer and a need to withstand the pressures and overcome the problems, so it follows that looking after customers calls for good health and fitness
  19. Can analyse and react: if things go wrong (which they do) can gather relevant information and facts about a situation, analyse what the best solution will be, then react, plan, and organise a solution to everyone's benefit
  20. Exhibits standards: knows, establishes, and maintains high standards of customer care and service, striving always to achieve them or exceed them.

An impressive, perhaps exhaustive, list! Nobody can expect to really achieve all of them, all of the time. It is important to recognise too that they are not equally important to all customers in the same way, at the same time. This variability is called the 'customer experience', what a given customer receives in terms of customer service at that given moment they interact with your organisation. Clearly, consistently good experiences are the corner-stone of customer care.

Now total your points and you have a percentage score out of 100. As before, wherever you have scored less than five, you will see for yourself those areas that you can focus on and make a determined effort to improve. Develop your own plan to improve and then use the checklist again to monitor your own self-improvement.