Creating a Customer First Culture

Our team at the RCC SBDC recently composed this as a response to a question from a Grants Pass Chamber of Commerce member for their newsletter.

Your customers are what make your business and any opportunity your competitors have to exceed your service standards puts your business at risk.   To create a "customer first culture," my first suggestion is to not view customer service training as an event, but more of a process where you communicate with your team on a regular basis regarding how they can consistently exceed customer expectations.

Before addressing any customer improvement, you should begin with the end in mind.  Are you sure that your customers’ expectations align with your ideas of outstanding customer service?  Do you have a defined customer and employee feedback loop to assess what your customers want from your business?

If you were to ask your customers why they purchase from your business rather than a competitor, what would they say?  To find this out, I suggest going beyond the standard practice of sending out customer response cards or surveys.  More useful data can be attained by creating forums or exit interviews where you ask more open ended questions so your customers can give some indications on their expectations for value.  Often you will find that when they choose their own words, rather than checking off predetermined responses, you will get their emotional language in regards to what they find important about your business.  Some questions to ask include:

• "Would you recommend this business to a friend? Why or why not?"
• "What could we do for you that would allow us to become your preferred provider?
• "What can we do to make it easier to do business with us?"
• "Have we ever exceeded your expectations? If so, how?"
• "Have you ever heard complaints about our business?  What did we do wrong?"
• "Do you consider our business to be socially conscious?  Why or why not?
• “What did you think about our response time to your needs?”
• “Was our business user friendly?  How could we improve?”

Listen carefully to their responses and fine tune your message based on the descriptors that your customers use when talking about your business. What is the unique value proposition that you offer to your customers?  Consider using their words, if possible.  A good unique value proposition resonates with your customers when you emotionally connect with their sensibilities and expectations for your business.  

Southwest Airlines weaves an emotional connection with their customers into their culture.  They state on their website, “We like to think of ourselves as a Customer Service company that happens to fly airplanes (on schedule, with personality and perks along the way). How may we help you today?”  For a more local example, I am inspired by Dutch Bros. and the customer following they have developed by communicating their attitude with their customers.  On their website they state, “Here at Dutch Bros., we're all about being positive and lovin' life. That's why when we came across the ‘Optimist's Creed’ we decided to adopt it as our own and call it the Dutch Creed. We strive to pass the good vibes on to our employees and customers through leadership within our company, and customer service.” 

Once that message is defined, work on communicating and explaining the “Why” in why customers do business with your company to your team.  Communication is most effective when you, your team and your customers share the same emotional language and attitude.  Again I suggest using a feedback loop where there is communication between management and staff regarding customer interactions.    Pay attention to all areas of customer contact including telephone, website, e-mail, social media and face to face interactions.  Does it match up with customers’ expectations?  It is amazing how little details can set the tone of an interaction.   Sometimes a smile and a simple question such as genuine, “Hi, how are you today?” will set the tone for a positive customer experience.   Attention to attitude, colors, background sounds and tone of a voice can create an ambience that makes your customer service contact more memorable.

Another important component of delivering excellence in customer service is empowering your employees to go the extra mile for the customer.  Whenever you catch a team member delivering excellence in customer care, try to make those examples visible to the rest of the staff.   As the business owner, it’s up to you to be the cheerleader for your team.  Take the time to tell stories and make it a “big deal” with the staff.  Recognize your team for their efforts and consider rewarding them for going the extra mile with your customers.  Have you given your employees the authority to deal with customer challenges?  Can your employees give refunds, provide discounts or offer complimentary products/services to make good on a challenging customer service situation?  There is an old saying, “Doing the right things is more important than doing things right.”   Obviously, profitability and productivity need to be maintained, but empowering your employees to do the right things for your customers is an important component of creating a “customer first” culture.  It’s not about doing any 1 big thing, it’s about doing 1000 little things right, consistently, every day.

Ultimately, it is up to you to lead the team and set the tone daily in regard to the spirit of your team.  Your employees expect to be led and you as the leader will ultimately dictate your culture.  Creating a fun and exciting work environment every day is key to having a business where employees look forward to coming to work and view it as one of the “best parts of their day.”

Developing this type of culture takes time, but your commitment towards developing exceptional service in your organization will undoubtedly yield results.  Consider the advice from Kevin Stirtz, who wrote, “Know what your customers want most and what your company does best. Focus on where those two meet.”