How To Create Value Through B2B and B2C Customer Service

31 May. 2017 - - Total Reads 3,520

Understanding The Value Of Customer Service

Almost all of the clients that we work with across the digital spectrum have clients of their own, both B2C and B2B. We are a digital agency and it’s only natural that we constantly harp on about the benefits of digital tracking, conversions and insights. But along with preaching digital best practice, we are firm believers in the value of good old customer service and know that this is something many brands are neglecting in this aggressive online era.

Quality customer service is noticeably lacking in many industries, ours included, and we have fought hard to create a team that constantly push the agenda of delivering outstanding service. Remember when petrol stations used to pump your gas for you and wipe down your windows? That old-world charm stands out massively when it is encountered in our modern age – simply because it rarely is anymore.

It is the barista that remembers your coffee order or the concierge who remembers your name in the morning. And then there’s us; the digital agency that works passionately with such focus that we have the answers before our clients have thought to ask the question. We have hundreds of automated processes and software to catch the day-to-day but it’s our human, behind-the-scenes attention to detail that makes businesses like ours stand out.

To illustrate this refined customer service concept in more detail, the hospitality industry, specifically hotels and resorts, is the perfect case study. Why else would they be able to charge over $500 a night for a bed? On my travels, I take time to step out of my day-to-day and look for real-life insights in various situations that could be applied to AndMine to further refine our customer service. I’d like to share three experiences that have helped convey to my team the importance of customer service and which continue to help our company grow.

1. It’s The Little Things

I have been fortunate enough to stay in some of the coolest resorts that Dubai has to offer, where the demand for high-end service is expected and delivered. The staff, regardless of whether or not they are outsourced, have first-class service down pat. They will fulfil nearly any request and really do go the extra mile – and it unequivocally stands out.

Of course, they charge for their time but rightly so; the service is seamless. Resorts need foolproof systems in place to handle these ‘extras’ because, naturally, they add up. Clients are fine with a little footnote on the bill so long as the service is perfect (or as close to perfect as can be expected). If ever you leave a resort complaining about anything, the immediate reaction is to question the bill and any self-designated tip that the hotel may have taken the courtesy of adding. If, for example, they failed to deduct from your bill a late check-in discount (as they promised), it leaves a bad taste in your mouth to have to dispute this when paying the cheque.

At AndMine, we have built our systems to identify and catch exceptions but, in the end, it is our people who can smooth over turbulent situations. Clients can feel the difference in the little things that our team do and it is precisely these gaps that you have to fill in order to label yourself an excellent service provider.

Consider the moment when you are either travelling, shopping or eating and you ask an establishment if they accept Amex. The answer to follow will automatically reveal the level of quality to expect from their service. Have they planned to absorb the 2% merchant fees? Most Visa-only businesses haven’t figured out how to incorporate the little things that can make a huge impact on customer service quality and are failing to put the customer first.

This can be likened to stores using a non-intuitive ‘help’ service on a tablet rather than offering the guidance of a human retail assistant on the shop floor; or the hotel receptionist who tries to talk you through a solution over the phone rather than sending someone up to your room to tend to the issue face-to-face. What it comes down to it, great service is all about making sure the customer is the priority in every business decision. At AndMine, we accept Amex without surcharges. Why? Because in service, the little things matter.

2. Effectively Affecting Change

Staying at Crown in Perth is worth the extra buck for their breakfast alone. It is the best spread I’ve seen and everyone eats and leaves feeling like royalty (one can only assume the Queen’s mornings are as lavish, but who knows?). The head chef ventured out onto the breakfast floor that day and I heard him say (okay, I was eavesdropping, but I did have a chat to him after I heard this), “The heater over the poached eggs is off-centre and a little too high up; if it is left here, the eggs will be too cool when taken back to the table.” He proceeded to make the appropriate adjustments to the heater and shifted his focus to the bacon. The attention to detail was astonishing. Bear in mind we are talking about mere centimetres of change.

This work ethic can be extrapolated to almost anything that you do. We should always be on the lookout for these insightful moments and learn to be vocal and proactive about problems to affect change. From my personal business experience, I know that it makes a huge difference to a brand’s culture. Of course, focusing too much on minute details can result in unnecessary nitpicking so it’s about finding the perfect balance to improve your service without significantly hindering your process.

3. Taking Responsibility 

When the reception staff at the W hotel in Samui forgot to organise my shuttle to the airport, they quickly sent their in-house car in lieu and made it complimentary. What I found very respectful was that they didn’t question me, despite not having an electronic record of the original request. They defaulted to ‘the customer is always right’ attitude, cordially asked about my flight and then made the right call. Knowing where to draw the line in cases like this is difficult to define: too soft and your company can get taken advantage of; too hard and you may insult or upset an honest customer.

At &Mine, we work hard to position our line around value – both for us and for the customer. In the service industry, clients will pay quite happily for extra time or product if you have systems in place to manage requests and expectations efficiently and transparently. If mistakes are made (we are all human after all), we know that quickly taking responsibility and working towards a solution goes a long way in retaining trust. We also believe that addressing any gaps directly with the client offers a smoother process than waiting for clients to explain to us where we have messed up. Even if 99% of the work is great, it is that 1% that will have clients questioning us, so we make sure we identify that tranche before they do.

Quality Service for Quality Relationships

As we move into a more digital, process-orientated world, it is the organisations that push personal service that will thrive. Encourage your team to consider the customer service they receive in their everyday lives and apply that knowledge to help enhance your own products and services. Seamlessly incorporating those little extras into your model will undoubtedly improve the quality of your service and will be duly appreciated, even if it means your customers or clients have to pay that little extra. More often than not, those clients disgruntled about paying for real value sit in the 0.1-2% percent that you don’t necessarily want to do business with in the long term. Successful client relationships are all about adapting; learn and improve your team and your value-based processes to handle anything and everything that comes your way with excellent quality service.

If you’d like to know more, please contact us. We help organisations optimise their systems to make the little things seamless.

Michael Simonetti
Posted by:

Post Reads: 3.5K

Share this

Go on, see if you can challenge us on "How To Create Value Through B2B and B2C Customer Service" - Part of our 168 services at AndMine. We are quick to respond but if you want to go direct, test us during office hours.

Add Your Comment

Trusted by

Jalna
Cronos Australia
Sunday creek
Forbes
Melbourne Heart
Hanover
Mecca cosmetics
Uber
Anthill
Smart Company
Sports Power
Royal Freemasons
Dial Before You Dig
21st Century Education Agency
Engineers Without Borders
Max
Dusa
Melbourne Central
Aqium Gel
Schiavello
Grow Rich
Ego Pharmaceuticals
Australian Physiotherapy Association
Liveoneday
RMIT University
catholic insurance
Elucent
Bank of Cyprus
MyAccount
MSAC
Ebay
Maxine
Australia Goverment
The Burger Cheese
LBG Australia and New Zealand
Arc One
Microsoft-Certified-Azure-Fundamentals
GPT Group
Oracle
The Age
Google
MAP
Fed Square
Victorian Government
Bondi Sands
Matchbox
Xavier
Telstra
Nmiinsurance
Federation
Mamma Lucia
Smh
Bulk Nutrients
Melrose Health
Tassal
Associated Press
Bintani
Shell
Scrum
QV Skincare
Focus On Furniture
Atlantic Group
POSTER Magazine
Acquia Drupal Certification
Grainshaker
Fast.co
Passage Foods
Grow Your Business
Tony and Guy
Amino Active
Loan Market
Crumpler
Swin
Tek Ocean
iPrimus
Rydges
Dinosaur Designs
Brisbane Times
Magento
Rackspace
131 Pizza
SunSense Digital Agency
Viktoria + Woods
TPP
Unsw Australia
Drupal
Australian organic foods
Etihad Stadium
TSB
Toy World
Paypal
National Relay Services
passage to india
AC/DC
Watches of Switzerland
Jetstar
Fresh Cheese Company
Arthur Galan
Oakdale
Chia
Moov Head Lice
ADP Payroll
street kitchen
Rock Pool Group
Naturtint
Beaumont
Eway
Buy Aussie Now
Macmillan
WTFN
GooglePlay
Hairhouse Warehouse
Bostik
ISO Certified
Garmin
High Street Armadale
Fairfax Media
One Shift
Kay Burton
Vendor Advocacy Australia
Positive Poster
CSquared Executive
Movember
Canberra
Ello
Marshall White
James Buyer Advocates
Magento Solution Specialist
Metricon
Florsheim
Instant RockStar
Natralus Australia
Heat Holders
CAN
Melrose MCT
Novvi
Windsorsmith
Bigcommerce
Green St Juice
Switzer
Coles
DeeWhy Market
Celebrate health
Madman Entertainment
OJAY
McArthur Skincare
abc
OMS
National Museum of Australia
Digital Agency Panitsync
University of Melbourne
Appstore
White Suede
Ubertas Group
Engine Swim
BlackMores
Fortune Institute
Grays Ecommerce
Parker Lane
tribe
Castran Gilbert
Kadac
BCG
vissf
Wild Rhino Shoes
CBRE
DepSkin.com
Van Egmond Group
News
Professional
Palace Cinemas

Testimonials

Just a quick note to say a big thanks and well done for doing what you said you would - building us a world class Health Food web site.  It looks great! We will find a way to properly thank your team for their hard work and terrific results. Russell, CEO, Melrose Health

More Testimonials
AndMine-Google-Partner-Signature