{"id":1558,"date":"2019-11-12T15:53:00","date_gmt":"2023-10-18T15:53:52","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=1558"},"modified":"2023-10-18T17:35:36","modified_gmt":"2023-10-18T17:35:36","slug":"do-you-offer-customer-service-or-company-service","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/do-you-offer-customer-service-or-company-service\/","title":{"rendered":"Do You Offer Customer Service Or Company Service?"},"content":{"rendered":"\n

Sometimes, when kids ask \u201cWhy\u201d a few too many times, frustrated parents might find themselves hauling out the age-old response, \u201cBecause I said so!\u201d<\/p>\n

Children are rarely satisfied with this kind of answer \u2014 just like customers who hear a phrase like, \u201cThat\u2019s just our company policy.\u201d<\/p>\n

Customers may bristle at the word \u201cpolicy\u201d because it doesn\u2019t give them enough information. It sounds like something the company is trying to hide behind, rather than address their questions or concerns. It feels like a wall they\u2019ve suddenly hit, where their hope for resolving a problem comes to an abrupt end. <\/p>\n

You need to have policies in order to help the team know how to handle common situations, but to customers it can sound like you\u2019re not willing to support them. <\/p>\n

Instead of customer service<\/a>, it seems more like you\u2019re offering \u201ccompany service\u201d \u2014 something that was primarily intended to further the interests of the business, rather than the people to whom you sold your products and services. <\/p>\n

In an age where phrases like, \u201ccustomer-centric,\u201d \u201ccustomer-first\u201d and even \u201ccustomer-obsessed\u201d seem to be spoken at almost every business conference, expectations about how organizations should prioritize service and support are at an all-time high. <\/p>\n

There are, however, some risks of taking customer centricity too far. If customers complain and you automatically refund every single purchase with no questions asked, profitability will obviously suffer. The same thing can happen when you have to spend too much time addressing the service needs of a customer who spends relatively little and ignore higher-value customers, who then leave for a competitor. <\/p>\n

Offering discounts, or providing lots of additional training or hand-holding can help make customers happier, but they can also tie up resources and increase overhead<\/a>.<\/p>\n

If you want to avoid being accused of providing \u201ccompany service,\u201d take the following steps to create a better balance<\/a> between meeting expectations and not doing your company long-term harm: <\/p>\n

1. Calculate the kind of customer service you can afford to offer<\/h2>\n

In the past, companies had to make their best guesses at how many agents they would need to staff a contact centre, or what the volume of product returns or refunds might be in a particular quarter. <\/p>\n

The rise of tools like Service Cloud<\/a> mean companies can not only provide customer service more efficiently and effectively, but also that they\u2019re collecting valuable data about trends and patterns as they do so. This should be what you use as the basis of your policies.<\/p>\n

Look at what you typically need to underwrite in terms of satisfying customer service needs today, and how well that aligns with what you\u2019ve been forecasting to spend on it during a given period. If your forecast is off, it doesn\u2019t necessarily mean you have to hire a lot more customer service agents. There are self-service tools like online customer communities or chatbots that could help.<\/p>\n

Lots of companies will say they offer top-notch customer service, but you need to use the data to determine what \u201ctop-notch\u201d means in your case \u2014 and what it will cost to deliver it. This ensures you don\u2019t over-promise and customers feel somehow cheated later on.<\/p>\n

2. Craft detailed, transparent responses to use in tough Conversations<\/h2>\n

You can\u2019t please everyone, but often what happens in poor customer service interactions is the result of something an agent says because they weren\u2019t properly prepared to say \u201cNo\u201d in a way that seems reasonable. <\/p>\n

Do the work up-front to think through the kinds of scenarios where you have to communicate a policy that\u2019s necessary for the good of the company, but that may not allow you to fully satisfy the customer. Look in the data for instances where this kind of \u201cNo\u201d has had to be given in the past. Usually there will be at least a few instances where a more comprehensive explanation brought things to a less acrimonious conclusion.<\/p>\n

Create templates or scripts that agents can have on when these sorts of situations arise. <\/p>\n

Being crystal-clear and consistent in your policies may not always make the customer happy, but they\u2019ll know where they stand, and that you\u2019re acting in a professional way rather dismissing them with a mysterious set of rules. <\/p>\n

3. Demonstrate a commitment to co-create better customer experiences<\/h2>\n

Even if you can\u2019t bend over backwards to the extent a customer asks or expects, you can still get more details about what they want and why they feel they need it. <\/p>\n

Make sure there is every opportunity to capture feedback from customers, no matter what kind of channel they\u2019re using. Try to help them see what happens to their requests and suggestions. If they think the conversation disappears into the ether, it only adds to any negative emotions they might be feeling.<\/p>\n

Instead, if you can map out how the data you\u2019ve captured will be reviewed by your company\u2019s leadership \u2014 or that you can provide more detail and context around the decision in some kind of followup \u2014 they may at least feel their situation is being given the proper urgency and consideration. <\/p>\n

Customers are like all of us in that, more often than not, they just want to be heard. \u201cCompany service\u201d is where the business simply spits out its policies and moves on. Customer service is listening, doing what you can, and then continuing to listen some more.<\/p>\n

<\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"

Sometimes, when kids ask \u201cWhy\u201d a few too many times, frustrated parents might find themselves hauling out the age-old response, \u201cBecause I said so!\u201d
\nChildren are rarely satisfied with this kind of answer \u2014 just like customers who hear a phrase like, \u201cThat\u2019s just our company policy.\u201d
\nCustomers may<\/p>\n","protected":false},"author":1,"featured_media":1560,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[28,5],"sf_content_type":[],"coauthors":[2],"class_list":["post-1558","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-customer-experience","sf_topic-customer-relationships"],"yoast_head":"\nDo You Offer Customer Service Or Company Service? - Salesforce<\/title>\n<meta name=\"description\" content=\"Sometimes, when kids ask \u201cWhy\u201d a few too many times, frustrated parents might find themselves hauling out the age-old response, \u201cBecause I said so!\u201d Children are rarely satisfied with this kind of answer \u2014 just like customers who hear a phrase like, \u201cThat\u2019s just our 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