War in Iraq. Terrorist threats and attacks. Soft
economies worldwide. Expanding products and services. Those are a lot of
challenges to running a successful company!
That’s why it’s more important than ever that companies
have a clear road map of where they’re headed and how they’re going to get
there. Without that road map, the fast track to success can turn into a slow,
bumpy ride. There are many things to consider when drawing that map. Here are
a few points to keep in mind.
Develop a system to measure customer satisfaction and
loyalty. While business was booming and customers were plentiful,
companies didn’t pay much attention if a few clients made the decision to buy
elsewhere. Times have changed; now every consumer matters. Ask your customers
to rate their level of satisfaction with hold time, response time and how they
were handled as a customer. Ask your customers what they like and dislike
about doing business with you. There aren’t many companies that do that.
Another important element of your road map is the
employees who work to keep your customers buying from you. It will be up
to your employees to exceed the customer’s expectations and enhance customer
loyalty through more personalized service. If you aren’t measuring and
monitoring customer service, how do you know if you’re doing a good job? Share
the results of that information with your employees. Set up a recognition
program to reward them for a job well done. If the results aren’t meeting
expectations, provide them with additional training and coaching.
Do your employees know your customer service and sales
goals for the next month and the next year? If the people on your team do
not have a clear picture of the company’s objectives, goals and anticipated
outcomes, how can you expect to have everyone united in a common goal?
Ask employees to help create the direction and vision
of the company. People want to feel they are part of something and that
their contribution has a positive impact on the future of the company. Give
them the opportunity to create a mission statement they will support. Ask them
to develop their own personal mission statement to support the overall company
mission. We all feel more committed when we take ownership in creating our
future.
Benchmark the company. Measure those key
components that are vital to longevity and growth. Compare yourself to others
in your industry. How do your standards measure up against your competition?
What improvements can you make to customer service complaints, abandonment
rate, hold time and call transfers?
Keep your talent. Are you continuing to provide
your employees with the advanced skills they need to exceed customer
satisfaction? Most people want more opportunity to learn new skills. They want
to grow and learn in their job environment. Offer them the tools to become
better at what they do.
Hire the right people. With layoffs and the
downturn in the economy, there is a bigger pool of people to choose from. The
question now becomes how do you know which person to hire?
With a clearly defined road map, it’s easier to see where
you’re going and how good a job you’re doing at reaching your destination.
