In The Best Service is No Service: How to Liberate Your Customers from Customer Service, Keep Them Happy, and Control Costs, authors Bill Price and David Jaffe seek to challenge the traditional view of customer service.
While the title is a bit daring, “no service” isn’t really the solution the authors are proposing. Through an eight step process, they outline how your company can refine its customer service by identifying and fixing problems and enabling customers via self-service.
A majority of customer service problems can be resolved up-front by identifying the root cause of issues. These may be problems with packaging, customer expectations, instructions, etc. Your company can prevent problems from even happening by having a feedback loop, ensuring that those who hear from the customers send the information back to those that can fix the problem.
The real “no service” option is that of quality self-service. With current technology, customers should be able to solve the majority of their problems via your website or even your phone system. If customers can find the answers they need online and can take corrective action, they will solve their own problems.
Listen and Act
Too many times the customer service department insulates the rest of a company from customer feedback. R&D, Marketing, Sales, Manufacturing, IT, and others need to hear what is wrong so they can actually fix it! Listen to your customers and act on that information. Otherwise, you’ll just keep getting the same inquiries and issues every day.
Buy a Copy – The Best Service is No Service will change the way your company thinks about customer service.
They share numerous examples of both the good, the bad, and the ugly. You’ll see how other companies were successful (or not) in serving customers and can then apply those principles to your situation. This was a very thought provoking book.