For many people, it can be easy to take interactions with others for granted. Someone opening a door for you, letting another drive into your lane to merge or even simply saying thank you when someone does something for us can be taken for granted. For your customer service representatives (CSRs), making sure that they are always on point with your customers to never take them for granted can ensure that your customers have a “wow” experience.
Eighteen years ago, I was ready to change the world as a big time marketer after receiving my four-year degree in marketing, but as a new member of the team, I had to answer the phones from time to time. I may have thought it was beneath me, but a mentor was kind enough to coach me and gave one of the best pieces of advice I have ever received. “You are the first impression that a customer has of the company … and the last they will have if you mess it up!”
Amazing advice — and a point your CSR teams must understand to book more calls. The importance that they have in your company every time they answer the phone is tremendous. Your home service business might have the greatest technicians and the latest equipment, but if your CSRs aren’t engaging with your customers and delivering outstanding customer service on the front end, you won’t be able to show what your company can do!
Creating unique value
There are a number of home service and contractor companies that offer similar products and services that you do. Understanding the importance of having your CSRs create unique value for each of your customers as they interact with your business is a key component of the Pattern of Excellence.
Your CSRs can’t learn how to deliver unique value for each of your customers overnight; the right behaviors, techniques and mindset that are necessary for your CSRs to deliver unique value for your customers is a journey that is learned over time.
Building value with your CSRs is about understanding how to frame your message to your customers. Explaining the process of what the technicians are going to do, how well trained they are, their certifications, the equipment that they have to help deliver solutions for specific problems and helping customers to understand the investment needed is more than just reading from a prepared script; it is trained behaviors that are taught to your CSRs to help them understand how to create unique value in the process of a call.
Next level of value
After training your CSRs in the first steps of creating unique value for the customers, the next level will allow you to engage customers for not only the initial call, but to reach out to your business the next time they need service. Creating unique value will also encourage these customers to recommend your business to others in conversation, on social media and whenever the topic of outstanding customer service is mentioned.
Making your CSRs valuable to your customers by having them bring energy, being positive, listening, caring, asking questions, saying yes and making the customers feel important will bring unique value to your business by delivering the Pattern of Excellence with each and every phone call that your CSRs receive. If you teach your CSRs these types of behaviors, they will not look at what they do as their job, but will look at what they do as a career with a purpose and they will love what they do to create “wow” experiences for your customers.
Brigham Dickinson is president and founder of Power Selling Pros, a leading coaching and training firm dedicated to teaching call handling teams to wow more customers in the Residential HVAC Industry. In 2009, Power Selling Pros trained six call handlers – now they’re up to 450, from more than 130 companies around the globe. Power Selling Pros’ growth comes mostly through referrals, thanks to their proven call-handling certification process and their high level of customer satisfaction.