Communication is an important part of providing excellent service. Why? Because of the communication that clients receive, either from the company or from others outside the company (such as the recommendation of a friend), the client is forming their expectations regarding the service they will receive.
And service quality is achieved when expectations coincide with the service received and, even better, when the service exceeds expectations. (These concepts are explained in detail in the book "Total quality in service management", by Zeithaml, Parasuraman and Berry).
Let's talk now about the communication that the supplier company issues to its customers.
What you can say to a potential client, to convince them to hire your services, is not the same as what you say to a regular client, or to a client who is having a problem with the service. The same message can, in one case, reinforce the quality of customer service, and in others, affect it.
A real example
I was calling my provider's customer service to make a complaint about a service problem. While the operator ran some checks, I listened to the company's advertising on the phone, where they talked about "how good their service was." Without realizing it, the repetition of this message resonated with me and amplified the problem that I was suffering, generating more and more dissatisfaction.
What was going on?
On the one hand, the message that fed my expectations: "our customers would choose us again."
On the other hand, the real experience that I was living: a problem that repeats itself and is not resolved.
My perception of quality is the contrast between the two: more expectations versus less perception results in great dissatisfaction.
What would have been an appropriate message for this situation?
How about any of these:
- “When you have a problem, our priority is to solve it.” “Our best effort to solve your problems, 24 hours a day.” “Highly trained staff to analyze any problem you have.” “Our customer service, always at your disposal. "
Any of them would have focused on looking at the positive side of the service (that someone was taking care of my problem), and not on the contrast of problematic service versus a promise of excellent service.
Then remember:
- The quality of customer service takes into account the messages you transmit. Be timely when communicating with your customers. Take into account your interlocutor and their particular situation regarding the service.
And, first of all, work to raise the level of service you offer them. It's the best way to bridge any gap between expectations and perception.
