A smile can go a long way

Caitlin Lubelczyk is the marketing manager for Saint Vincent Hospital in Worcester, where she developed programs on the basics of customer service in the healthcare industry.

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By Caitlin Lubelczyk

You can spend tens of thousands of dollars marketing your business, but if once you acquire that customer you don't deliver exceptional service, that customer will find somewhere else to go.

I stop for coffee every morning before work. There are four of the same coffee franchises all within about a half mile of my house. Although I have visited them all, I frequent the same one every single morning. It is probably the least convenient commute-wise, but the ladies who work there greet me with a smile every morning, they are friendly and they are also efficient. This is consistent across all shifts.

It's easy for a business like a drive-thru or a grocery store to get complacent and caught up in the production belt style of service, but taking the time to show kindness to your customers is key and is what will set your business apart from the rest. It is your responsibility as a business owner or a manager to make sure that your employees are the ultimate reflection of your brand, and that they are delivering the type of service that you desire.

So how can you increase customer satisfaction for your business? Here are a few important tips for businesses both big and small.

1. Address every customer complaint or concern with the utmost importance. Whether it is an employee you have had problems with in the past or your hardest worker, customer complaints need to be addressed and they need to be taken seriously. What was the situation? How did you handle it? What would you do differently next time?

“I'm having a bad day” is not an excuse. This is your brand that you need to protect; if your employee doesn't think that he or she will be able to perform up to the preferred standards, it's probably best to excuse themselves home, or, as my father would say, “Snap out of it,” and continue on with their work day.

2. Have periodical trainings and workshops with a trained customer service professional for new staff, and for seasoned staff. Go beyond the: “How can I help you today?” mentality and really delve into different scenarios your employees may experience on a daily basis. It's not only a great learning experience, but it can also be a great team building exercise.

3. Initial interaction can set the tone for the whole customer experience. It is so important that your front desk staff or receptionist looks up from their computer within seconds of a customer's arrival. Nothing gets to me more than feeling invisible when I walk into an office or business.

4. In this day and age, more than ever, it is so important to teach our younger generation coming up in the workforce how to interact with customers. Eye contact and a smile can go a long way.

Don't hesitate to observe your employees and their interactions with customers, and use the opportunity for one-on-one coaching or recognition.

5. Be a good example for your employees. Be visible, greet your customers and spend some time on the front line. But overall, create a friendly environment for your employees. If you do this, it will carry through to your business, and to your customers.

Caitlin Lubelczyk is the marketing manager for Saint Vincent Hospital in Worcester, where she developed programs on the basics of customer service in the healthcare industry.