As America has transitioned from a manufacturing economy to that of a service culture there has developed a strong need for customer service skills. Customer service is more than just thanking someone for their business, not to undermine the importance of manners, but rather it is a term we use to encompass a greater collection of skills and abilities. It is no doubt that some people have a natural ability to calm others, to make them feel comfortable and confident the moment they step foot into a store. What qualities make this person unique? Is it her winning smile or perhaps his outward body language? Does anyone really know the answer? Well, yes and no.

Dictionaries define customer service as “assistance and other resources that a company provides to the people who buy or use its products or services”. I don’t really like that definition because there is a human factor missing from it. I would rather define customer service as an attitude that we have toward consumers that helps them feel empowered, informed and satisfied with their buying experience.

The global marketplace and other changes in society have created a heightened need for businesses to compete on many levels. There is a growing awareness that companies need to improve customer service to distinguish themselves in a competitive marketplace. In our down economy many displaced workers are seeking out new career opportunities. City and government entities have begun beefing up their workforce development services and customer service certification should be at the top of the list. All businesses need to stand out from the crowd and a good way to do this is by having an excellent level of customer service. Costco is a good example of a warehouse that has tried to stand out from others by their customer return policies, membership services, and helpful employees. They go beyond basic customer service principles and listen to their customers on many levels. Their products reflect good value but also they carry what they know will sell – they study the markets but they also listen.

Listening is one of the most important skills an employee can have in a customer service culture. Unfortunately, it is one of the least encountered traits as well. Listening is more than just tuning yourself out while a customer complains and then giving them the same old options you gave the first guy. No, listening requires an open-mind; Listening is the primary means of gathering information, which is critical to determine your customer’s needs and expectations. It is only from listening that you know what the problem is and can determine how to solve it. Employers – make sure your employees are tuning in to customer needs by listening. Set a good example by practicing your own listening skills. Listen to your internal customer needs (your employees) and lead by example.

Employers can also help maintain a customer focused culture in their organization by building skills and confidence in customer contact situations, such as providing support and dealing with cultural differences and conflict situations. Employees sometimes need help to develop professional attitudes and can benefit from employee trainings that focus on such topics as integrity, entrepreneurship, and use methods such as role-plays, discussions, and self-reflection.
Successful employers know that implementing a professional development plan for employees can help improve customer relations. The skills you teach your employees will transfer to your customers and go a long way in helping your business stand out from the crowd.