DON’T LET YOUR CUSTOMER SERVICE INDEX TURN INTO A CRIME SCENE INVESTIGATION
Column by STEFANO LIESSI
Customer service, customer satisfaction index and client service are all familiar phrases we hear every day. They are also words that are often touted boisterously by many that lack the actual skill to provide it. The irony of CSI referring also to Crime Scene Investigation is not left unnoticed as, in many cases, customer service is a crime scene. In a world of instant gratification, on-demand and, of course, ‘online’ service, a key component is missing. It is undoubtedly the most impactful ingredient in providing customer service, and that is time.
Time is the essence of quality customer service; the one thing that is always there and that never stops or runs out. Think about it: when you or I are gone, time keeps on. You’re thinking “I need more time” or “I ran out of time” or the quite famous “If only I had more time…”
See, here is the thing: we all have the same amount of time. Each of our days are comprised of 24 hours as per the rotation of the earth in relation to the sun. It’s not that we need more time, such as 26 hours a day or an extra month in a year, it’s what we do with our time.
The misnomer is the faster I do something, the more time I have. You still have the same time as anyone else; we all have the opportunity to accomplish something today. Maybe you are thinking it is obvious you have more time if you are faster in a particular task. Nope.
This is where philosophy rears its ugly head. Despite your speed, it’s all the same amount of time. In essence, you are sacrificing one thing for the gain of another, all within the same time. Now, your head is spinning from this thought. You are asking what on earth does this have to do with the price of rutabagas in the Polynesian Islands? Nothing, absolutely nothing; however, it does have a massive role in KPIs such as cycle time, touch time and customer service (CSI).
If I invested in the time upfront to do something with complete diligence, then I would be providing quality customer service. For example, I take the steps to repair plan this vehicle, which includes investing in the explanation to Edna of the process involved in repairing her vehicle. Everything from doing the repair plan, ordering parts and the related steps, the repair process and what is involved, OEM procedures, the refinish variables and sublets for outside services will affect the outcome of the repairs. All this time spent upfront answers potential questions—i.e. “When will my car be ready?”
You will invest considerable time into this, which is a good investment. Without ever asking that dreaded FAQ, Edna will smile, say you are a nice boy, pinch your cheek and take her 1989 Ford Topaz home—perfect customer service building a face-to-face relationship that leaves an impression for years. Everyone is happy.
Some will argue they just don’t have time for that. Okay, let’s look at the alternative that I refer to as customer processing. We are led to believe the faster something is done, the higher the level of customer service; this couldn’t be further from the truth. For example, the drive-thru. Here, literally no service is provided at all. You drive up, get handed something, and drive away. Processing—no service. The few attendants out there who take a moment to engage in some idle chit-chat about your guinea pig that just had surgery will soon be reprimanded by management because the cycle time is off kilter.
Customer service is in the time spent developing that relationship and that personal interaction. If we get photos from Edna’s flip phone to compile an estimate, then she is under the assumption that things are progressing well until she drops off the car. Now you must redo the estimate after she has left; what was originally a two-day job is now a two-week job. Rental must be adjusted, payee notified and now there are more parts, some of which are backordered or obsolete. Now you need to call Edna and explain the delays.
Edna is currently being processed and is unhappy with how this is unfolding, usually expressed with a statement such as: “I wish you would have explained this at the beginning.” This will only worsen because as each thread unravels, we react and try to make up for ‘supposed’ lost time, only to miss some other obstacle, creating a monumental snowball effect of insurmountable problems leading to a low CSI score. If only we had slowed down and used our time wisely. Now, Edna is not pinching your cheek with compliments of grandeur; she is at the Bingo, voicing her displeasure to her Bingo mates.
Some believe the answer is AI (artificial intelligence), which is a bit of an oxymoron. AI will solve the problem by eliminating errors and giving great customer service. No, no, it is not. Does AI have a place amongst us? Absolutely. Will it solve our problems? Absolutely NOT. AI is not sentient; it is algorithmic and lacks empathy and compassion. Customer service is a people business, not a processing business.
There are two very different scenarios here, both requiring the investment of time, one wisely and the other poorly. In my opinion, and you are entitled to my opinion, how you use the time we have left by investing wisely into that customer relationship as a person by being present, attentive, thorough, having compassion and empathy in place of processing them for the sake of speed, is ultimately what will lead you to a greater sense of gratification in what you do. The customer is expecting it, and you will feel better about that pinch on the cheek, such a nice boy.
Merry Christmas to everyone. Have a lovely holiday, and here is to a prosperous new year.
It’s not that we need more time, such as 26 hours a day or an extra month in a year, it’s what we do with our time.
