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The newsletter "Quality Assurance Report" stated that only when a company knows: 1) exactly what kind of service its customers expect; 2) delivers on those expectations 100% of the time; 3) at a price that customers are willing to pay; 4) while still getting an acceptable return can the company claim to excel in customer service. Northwest Delta Dental excels in the customer experience and enjoys an impressive annual profit. They've known for years that customer service doesn't cost... it pays!
Each year I interview Northeast Delta Dental. They are the region's most trusted name in dental insurance for companies of all sizes, individuals, and families in Maine, New Hampshire, and Vermont, administering dental benefits for more than 920,000 people. The company is led by President and CEO Tom Raffio who, for 26 years, has pursued the customer service strategy. Most firms become bored with customer service after a few years, move on to another strategy, and give up the market share and market dominance they had achieved.
This company has a set of practices that helps them manage customer experiences in a proactive and disciplined way. They got rid of stupid rules and practices. This helps keep bad experiences from getting out the door, and helps employees assist in creating innovative approaches that will have a profound impact on the customer experience.
All my research shows that a firm that builds a brand around the customer experience will increase their value by more than 100%. When you lose your focus (maybe you just got tired of the focus), you will lose your value just as fast. Most top executives have no idea of the financial power of driving a service culture. There are a number of principles and practices I believe in and preach in this area.
If you want to succeed, roll up your sleeves and do the work of building your customer experience. Don't become irrelevant to your customers. In companies with comprehensive, highly professional service strategies, I suspect that service adds more to their bottom-line results than research and development, capital improvements, or any other strategy.
Again... customer service doesn't cost, it pays.
John Tschohl is a professional speaker, trainer, and consultant. He is president and founder of Service Quality Institute, with operations in over 40 countries. He is considered one of the foremost authorities on service strategy, success, empowerment and customer service. His monthly strategic newsletter is available online at no charge. He can also be reached on Facebook, LinkedIn, and Twitter.