Customer Service-Does It Pay?

YES! Customer Service does pay. OK, so if all you want to know is the answer, there you go. I wouldn't be writing this if I didn't believe it. If you're still reading but have a few doubts, bear with me as we explore a lesson from the retail market of, oh, say laptop computers.

What is it about an Apple computer that creates such passionate, almost fanatical loyalty among a certain portion of its user base? Consider simple customer interface elements such as the tactile sensations transmitted through the keys, the feel of brushed aluminum, the appearance of the screen, illuminated keys, the elegant simplicity of the interface. A course ware developer with whom I was working last week uses both PCs and Apples. She says she likes her PC but she loves her Apple. The word "love" seems out of place in our cold, impersonal world of technology bits, bytes and hardware. But it's no more irrelevant than customer service. So let's think of love as that ephemeral quality that conveys a sense of "value-add" which builds loyalty. Lest you think this is not important I invite you to read a Financial Times article about HP and Dell ( Fashioning an image revolution for humble PCs ). These two manufacturers have finally come to realize how design that enhances the customer experience is important at the bottom line, in capturing (and maintaining) market share and ultimately profitability.

All of these features impact the customer at the critical point that really counts - the customer interface. For years I have advised my clients to place mirrors next to the phones of their Help and Service Desk agents to remind them to smile before answering a user call. Such practice changes the tone of the support technician's voice so very subtly. But the smile, conveyed through an altered tone of voice, can be heard by the caller on the other end of the phone.

There is an attitude among some in technical support (and I say "some" as this most certainly does not apply to "all" technicians out there - many of us DO get it) that seem to think jeans, tennis shoes and a "T" shirt are appropriate attire for their support function. I hate to burst the individualistic, "this is me-accept me the way I am" bubble, but attire must meet a certain level of professionalism. Why? Let's go back to the point of interface, the moment of truth at which the customer interacts with technology, or in this case, engages the technology department. The customers of an internal IT organization are professionals. They expect to be served by professionals. And in fact, if your organization is trying to align with the ITIL principles, your IT organization is, or soon will be, a professional organization. It only makes sense that, as a representative of a professional organization, you dress like a professional. Yes, yes, there are exceptions-if you're crawling around under a raised floor, running cabling through the ceiling or what ever. In such situations you do need to dress for the job. Similarly, if you are visiting a customer, dress the part for that job if at all possible.

But even if you cannot dress as you might wish to serve your customers, remember to act as a professional in the way you speak to and work with your customer. You may be the only experience the customer will ever have of working with IT. Those impressions have a way of becoming lasting perceptions. Such perceptions are very quickly transmitted through through the informal communication channels (grapevines) of the various business units that comprise your customer base. These customers, one way or another, are paying your salary. Their perception of what they are getting for this money is influenced by your appearance, attitude and demeanor. I wrote earlier about outsourcing ("Save Money - OUTSOURCE!" - Tuesday, September 11, 2007). Too often business sees support as a line item expense not as a value-add. Support is an easy target for outsourcing. Why add to the ammunition? Build customer loyalty by enhancing the user experience with your services.