There is a very simple and effective practice to test the quality of the service and improve it; but I wonder why it is so seldom applied… today I propose that you start implementing it.
It's about literally getting on the client's side when they consume your service. And I say "literally", which means to become a customer of your own service, and not just think about what the customer experiences when they receive it (which is also useful, naturally). Live the service in the first person, consume it, to know, from the inside, the experience of your customers.
It is necessary to generalize this simple practice, which you can (and should) extend to the different levels of the organization. It will give you many ideas for improvement, and it will contribute enormously to the customer orientation and service culture of all the members of the company.
Why is it so important to live your own service
A few days ago I returned from spending some beautiful vacation days, and there I was able to verify two different service experiences, which demonstrate the effects that the provider has taken on the task of living the service has for the client.
The same service: accommodation, but with a big difference. In the first case, we have rented a summer house, which belongs to a family who occupies it for their holidays. We felt like we were in our own home, everything we needed was there. The explanation is very simple: it is a house that its owners live in.
In another case, a furnished apartment, but one that is set up only for rent. At various times we noticed small shortcomings, to which we adapted, but which would be easy to solve if someone had taken care of experiencing the service in the first person. An example: although the cleaning service was included, one of our daughters entered with muddy slippers, and scattered dirt that we could not collect at the time, since there was no cleaning element available.
Very simple measures would have solved several small annoyances, none serious, but that together contribute to the general satisfaction of the client.
How to establish the practice of putting yourself in the customer's path
Living the experiences of your customers, is it a habit in your organization? Managers, supervisors, and front-line employees should pass through clients frequently.
Have you tried calling incognito to ask questions about your service, as if you were a potential customer? Or literally be a customer of your service, without any privilege or preference for belonging to the company…
You could also give your employees your service, on the condition that they provide suggestions for improvement. You can even turn it into a reward for them, with mutual benefits.
The modality to implement this practice may vary according to your activity, but I challenge you to creatively find an alternative that applies to your case. Some tips to do it effectively:
- Explain the practice to everyone, with clear objectives. It is not about spying to find culprits, but one more way of looking for opportunities for improvement, where almost always it is about changes in the systems, and not in the people who operate them.Involve everyone in this practice: managers, bosses, front-line personnel. It is the best to reinforce the previous message. There is no judge and others on the bench. All are protagonists to improve the service, and each one will be able to make a unique contribution according to their particular perspective. Try to go incognito when consuming the service (or get as close as possible to anonymity), to be able to live exactly the same as your clients, without modify the behavior of employees, thinking they are being evaluated Replicate the usual practices of your customers.If they wait in line to be seen, do the same. If the average stay in your hotel is 2 days, don't stay just a few hours. If you go with children, take your children.
Do not hesitate to incorporate this practice as a habit of your company. You do not need any special structure, with what you have assembled for your clients is enough. And you will be amazed at the benefits it will bring you!
