Time is ticking and if you’re not aware of using time effectively, you’ll lose customers. I was at a Michaels store recently and after standing in a ridiculously long line as I usually do at this place, I was served by a cranky clerk who never spoke a word to me during the entire sales transaction. She did, however, spend the entire transaction chatting with another cranky clerk about how tired she was and how she couldn’t wait for 6 o’clock to come so she could take her break. I was thinking how tired I was and how I couldn’t wait for her to finish the sale so I could stop listening to her whine.
This ineffective sales rep should not have focused on clock. No one wants to feel as if they are being rushed, ignored or overlooked. A talented customer service provider never leads on that time is an issue, yet she cleverly considers time during all customer interactions. Here are six examples of how to make the best use of time when delivering exceptional customer service.
1. Don’t spend too much time with one customer if several are waiting. There’s a fine line here. You don’t want the customer to feel rushed, but you don’t want to piss off the other customers waiting in line. Avoid small talk—diplomatically cut to the chase. Look at your “waiting” customers in the eye and inform them that you will get to them as quickly as you can. Smile. Be confident.
2. Don’t take your break at a time when customer traffic is at a peak. Why is it that at 5 p.m. only 3 out of 8 check-out points at the grocery store are open and even the express lane is a mile long? This would be the time to staff up! We all need breaks, but they should never be taken during peak customer service times. Most savvy managers know this and organize schedules accordingly.
3. Don’t let too much time go by before emailing a response or returning a call. Tacky. Even if you can’t provide all the information requested immediately, you should at least reply or leave a voicemail informing the customer that you will get him what he needs on “this date” or “by this day”. How did you feel last time you left a message for someone and you never heard back? Actually, I chose ballet school B over ballet school A for my 3-year-old daughter because A never responded to an email inquiry.
4. Don’t rush if a customer has a lot of questions for you. We all get them–annoying customers who seem dense because they keep asking the same type questions over and over. Ride it out. Answer all questions even if you have to repeat yourself. Avoid saying things like, “as I said before” or “you already asked that.” If a customer keeps asking you random questions beyond the immediate need of what she originally came for, and you have new customers to tend to, then reassure her that you will get her more answers in a moment while you make sure all your customers are getting their needs met.
5. Don’t look at a clock or discuss your schedule in front of a customer. It’s not about you; it’s about the customer and customers don’t care or need to know how long your shift is. If you are waiting on a customer and you do have to leave for some reason, find a co-worker who can step in for you. Bring him over to your customer. Introduce him and let the customer know politely that this new rep is willing and capable to serve in your absence. This tiny (yet often overlooked) step makes for a smooth transition for your customer.
6. If you don’t have easy access to a clock, wear a watch while working. It’s more professional to monitor a nice piece of jewelry than to pull your cell phone to check time.
Your time is precious, but your customers’ time is even more sacred. If you waste their time, you lose a lot more from the bottom line in the end.
Please send me a customer service story you would like to share. If I use it for this column, we will send you a free copy of Fire Them Up, Carmine Gallo’s second book featuring several inspiring executives, professionals and other leaders who speak the language of motivation.