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How to Achieve Winning Customer Service

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Customer service is the process by which you create Raving Fans for your business. Ask yourself this: Do customers walk away from your business feeling satisfied or delighted?

Here’s the thing: customers expect to be satisfied when dealing with any business. They will actually talk to others about your business if they get more than they expect. Giving them something to talk about is the first step to creating a Raving Fan.

Here are some statistics about why customers leave:

  • 1% due to death
  • 3% due to a house move
  • 5% due to buying from a friend
  • 9 % due to being sold by a competitor
  • 14% due to finding a better product or price
  • 68% due to perceived indifference

The figures are staggering. Sixty-eight percent of your customers leave because they perceive your business to be indifferent to their needs. They feel that you just don’t care. A simple remedy of offering great customer service can help you retain these customers.

Great customer service is proactive. Don’t wait until there’s a problem to start taking care of your customers. Instead, your goal should be to constantly search for new ways and means of taking care of your customers. Here are three steps to take to achieve great, and meaningful, customer service:

  1. Aim for consistency. It’s no good if whatever you do differs each day. Your customers want to know that whenever they visit your business, the service will be the same.
  2. Make it easy for customers to buy. With consistency comes trust. By building consistency into your sales process, you will ensure that you systematically surpass their expectations every time they buy from you. Do everything possible to make their buying experience easy. This way, they will know what to expect when they return next time.
  3. Introduce the WOW factor. This is the way to create Raving Fans. Remember: The fundamentals of creating great customer service involve creating a system to make sure your customers’ expectations are surpassed, every time. Having satisfied customers implies that you have given them all they’ve wanted, but nothing more. But if you’re going to surpass their expectations, you must systematically go beyond their expectations. Every single day you need to be getting better; you want constant and never-ending improvement.

To do this, you need to go further than just providing great customer service. You need to implement a customer service plan, which contains the following action points:

  • Identify your ideal customers.
  • Create your customer service vision.
  • Conduct market research. Ask your ideal customers what they would regard as excellent customer service.
  • Create your customers’ customer service vision.
  • Take the two visions and combine them to create an ultimate customer service vision.
  • Get your team members involved.
  • Have continual checkups.
  • Keep improving. As your level of service gets better, move the goalposts.

People are willing to pay for service when it’s the service they desire. If the service exceeds their expectations, they will stay with you and they will say good things about your business.


Heather Yakes is an internationally recognized business coach and employee engagement expert ranking in the Top 10 in the U.S. & Top 100 worldwide. Heather is the recipient of the 2016 Business Excellence Awards Coach of the Year, the 2018 ActionMan Award for the Best Client Impact, and the 2018 Franchisee of the Year Award. She has 20+ years of experience working with Fortune 500 Companies and Big 4 Consulting.