The Customer Perception

Have you ever been in a conversation where the customer service agent had no idea on what they were talking about? More importantly, in addition to their lack of knowledge, did you feel that you were treated as if though you were a burden to them? Unfortunately, this "type of agent" can be seen in all major companies within the customer service industry. One would figure that with the financial turmoil our economy is facing, the idea of providing excellent customer service would be a given.

The Good News is that more and more companies are realizing that this is a huge priority and that the initial "customer perception" will determine if that customer will do business with them or not increasing the likelihood that their competitors will be more than happy to fill that void.
The first and most crucial step in addressing customer percpetion is to fully understand the behaviors and thought process of "today's" customer. Customers are increasingly price sensitive searching for bargains at marketplaces like ebay or buying their groceries at discount markets. On the other hand, some enjoy branded and luxury goods and the finer things that life has to offer. In the end, customers have a vast choice of offers to choose from and regardless of what offer the customer chooses, the balance of power shifts towards the customer. Customers are widely aware of their greater power, which raises their expectations on how companies should care for them.

In this situation the development of a strong relationship between customers and a company could likely prove to be a significant opportunity for competitive advantage. This relationship is not longer based on features like price and quality alone. Today it is more the perceived experience a customer makes in his various interactions with a company (e.g. how fast, easy, efficient and reliable the process is) that can make or break the relationship. Problems during a single transaction can damage a so far favourable customer attitude.

As a result, companies have refocused their efforts in the idea of training, coaching, mentoring and analysis. Customer perceptions are influenced by a variety of factors (did the product or service deliver the expected function, did it fulfil their need and was it a pleasent and efficient interaction). The analysis on what is working and not working within the customer service team environment now even becomes more important in fully understanding of how the "customer perception" is being affected. Once it has been determined on what areas need attention, the idea of meaninful and valuable feedback becomes ever so crucial in the improvement of delivery to the customer.

In this case, Training, Mentoring and Coaching will drive the needed elements to improve on the customer perception that can revolve around greeting, empathy to the issue, creating relationship with the customer, language and terminology used, use of customer's time, providing accurate information, offering of additoinal assistance, energy and enthusiam throughout the interaction, etc. The goal behind this continued approach would be to develop a customer service team that is tenured, qualified, and enabled leader that would drive change and a positive image to the organization that builds toward long lasting customer relationships.

Customer Perception is a powerful reality that will determine the future of major companies.