Let's get right to the point. Next to your product itself, excellence in customer service is the single most important factor in determining the future success or failure of your company and no matter what your company does, you are in the business of providing customer service.

If you take a look at companies that are not doing well or have gone under, one of their common threads is the failure to deliver superior customer service. Look at today's successful companies and you will find that they all understand and deliver what their customers want and are believers in the value of customer service training for management and front-line employees.

When it comes to customer service, companies fall into one of the following five categories:

• The first company may or may not understand the value of customer service, views customer service training as a cost (when in fact it is an investment in the future of the company) and if they do any training at all, it is sporadic and done internally by untrained and unqualified managers.
  
  These companies will remain in business only so long as the percentage of first time customers remains very high. Growth, if any, will be minimal and without consistent new product introduction and massive advertising dollars spent (not to mention employee turnover) this company will eventually lose market share and experience decreased profits.

• The second type company views customer service as important and halfheartedly attempts to create the perception that they are service oriented and customer friendly. They try (when it's convenient) to do service and customer awareness training internally (again with unqualified personnel) and are actually putting a small bandaid on a very large wound. Employee programs that focus on customer service are few and not very effective.
  
  This company must also largely rely on first-time business but will experience some repeat customers due to price or location. Customer loyalty is not being established and the value of the long-term customer is not being realized. Growth is minimal with employee turnover high and little opportunity for advancement. This company tries but just doesn't get it.

• The third category of company (and the most common) understands the importance of customer service and knows that rendering quality service will create sales opportunities. In various ways they advertise they "have" customer service and view good service as value added for the customer. They think that in providing good service they are doing something special for the customer. Training and providing a good working environment is more of a priority than the previously described company. A greater emphasis needs to be placed on turning first time business into return business.
  
  They are on the right track but must realize that being good is not good enough anymore. Today's more demanding and educated consumer coupled with an increasingly competitive marketplace dictates they must rise to this challenge and become a provider of superior service. They would prefer to decrease their advertising expenditures however cannot yet rely on positive word-of-mouth advertising.
  
  An increased emphasis on the employee, work environment and management involvement has given rise to a respectable level of employee turnover. Sales increases are often up and down and unexplainable however year end profits show a pattern of growth. Market share is respectable however dramatic increases in market share and sales can be achieved when a greater emphasis is placed on employee/management programs, training and when a team environment is established and maintained.

• The fourth type of company is defined as one that does a whole lot right and at the same time is constantly seeking ways in which they can do better. This company establishes high standards, achievable goals and objectives and develops useful means of communication between management and employees which have a direct positive effect on the customer. They have a consistent positive pattern of growth and are considered to be a good company to work for and do business with.
  
  Senior management is involved and a high priority is given to quality training and development for managers and front-line employees. An environment that allows for a feeling of achievement, enjoyment, growth and earned recognition is created and nurtured. Much time and energy is devoted to the employees and the lip service that is often offered as a replacement for management action is non-existent. Almost everything they do is done with the customer in mind which is reflected in their profits and market share.

• The fifth type of company is the easiest to describe. It's the one we always hear great things about and year after year experiences positive increases in sales and market share. This is the company that we wished we worked for. It has well thought out employee benefits and a caring, thoughtful management team which has a proactive vision for the future. It also has very low employee turnover, high employee moral and and finds it easy to attract good qualified employees.
  
  This is the successful company of the future which realizes they are only as good as their employees. A firm commitment is made to the employee where management is obsessed with listening to and communicating with the employee and brings them into the loop. Management strongly believes that if they are going to ask their employees to create a superior and pleasant experience for their customers, one in which the customer will return willingly and bring new business with them, then they, the management team, must create this same superior and pleasant experience for the employee.
  
  They understand that employee loyalty, teamwork and customer service are essential for continued growth and are relentless in their efforts to increase the focus in these areas, all of which have a positive impact on the customer. This is the company in which training is an ongoing process and managers have been taught how to be daily coaches.
  
  This company reminds me of a story I once heard about two managers who were discussing the dollars involved and the vast amounts time and energy that must be spent in properly training their employees in how to effectively take care of the customer right the first time.
  
  One manager said to the General Manager. "What if we spend the dollars involved and put forth all of the time and energy needed to properly train our employees and they decide to leave and work elsewhere?"
  
  The General Manager admitted that this was a valid point and then wisely responded, "What if we don't spend the dollars involved and don't put forth all of the time and energy to properly train our employees and they decide to stay?"

David Schreiber is President of The Customer Relations Group, Inc. which is an Atlanta based consulting firm which specializes in innovative hands on training for managers and employees, speeches, seminars, service audits, needs assessment and management consulting. For information call: (770) 395-1212, e-mail: dschreiber@mindspring.com, or visit The Customer Relations Group web site at: http://www.customerrelations.com/.

Copyright 2000 by David Schreiber. Used with permission.