Training That Sticks

You know how important customer service is to your business.  When you see a customer leave your business with a smile on their face, you know they are likely to do business with you again.  Moreover, there’s  a good chance they will recommend you to their friends and family.

Knowing this, you probably provide some customer service training to your employees (If not, you really need to!).   I challenge you to consider how much of your training focuses on procedures (i.e. what to do) vs. behaviors (i.e. how to do it). 
     

What to do                                               How to do it                                                   

     Make customers feel welcomed                 Be genuinely interested in your customers

     Exceed customer’s expectations                Empathize with your customer's situation

     Maintain a positive attitude                         Recognize and manage your emotions at work

Chances are you have been focusing mostly on training procedures, which is good.  Unfortunately, “good” isn’t what you are aiming for.  Raising the level of your customer service requires that you train the behavioral skills your employees need to truly “wow” your customers.    

Learning behavior skills works best when the training is customized to individual strengths and personalities. Don't assume that a group training session is going to do the trick.  Follow it up with individual meetings to find out what part of the training your employees felt was most valuable. Ask thoughtful questions about how they will apply what they learned.  Providing individual attention improves employee engagement, retention, and skill development.  This is especially true with younger employees who are used to more individualized attention from parents and teachers.  Give it a try.  It'll be the most valuable time you spend improving performance all year, and might even improve your relationships with your employees.

What Is "Internal Marketing?"

After a recent seminar that I presented, I passed my business cards around to the audience and asked if anyone had questions.  I was surprised when one of the first questions was not about the presentation, but about my card.

"Your cards lists, 'Sales Consulting, Customer Retention, and Employee Engagement" the gentleman asked.  "How does employee engagement fit in with all the sales & marketing stuff?"

"Great question," I responded.  I then challenged the audience to consider the "Identify Your Target Customer?" exercise we had worked on earlier in the presentation, and to substitute the word "customer" with the word "employee."  In many instances, employees are your core customers! 

The Reward of Awards

How does you business recognize individual employees? Like many businesses, you may have an internal award program that recognizes employees for excellent customer service, environmental stewardship, safety, etc. Far too few businesses recognize the opportunities to nominate their employees for external awards in similar categories. This is a tremendous opportunity lost because individual awards are usually far more engaging and relevant to your customers. Personal success stories are a wonderful way to communicate your company values in a way that relates well to your customers.

The 90% Rule

90% of marketing happens AFTER your customer contacts you, however most businesses spend the vast majority of their marketing budget on awareness initiatives.  How could this be?  It comes down to the fact that the most easily measurable statistics for marketers are awareness indicators (e.g. click-throughs, page views, phone calls, Facebook “Likes”, etc.).  Businesses would do themselves a big favor if they devoted more of their marketing efforts to customer engagement and measured revenue and repeat business.

Engage Employees With Facebook????

During a recent strategic planning session with one of my clients the subject of Social Media came up.  Almost immediately the owner of the company rolled her eyes back, and made one of those "hrumph" sort of noises, indicating her displeasure.  She went on to explain that her employees "waste time" on Facebook, and that productivity suffers as a result. I saw this as an opportunity to explain to her that people may waste time socializing when they should be working, but it is hardly the fault of Facebook.