Consumers’ buying habits are changing. Technology and the ability to gather information in a nanosecond have created a level playing-field. Today’s consumer is a much more informed consumer and a much more demanding one. He and she are tired of feeling like they have been “ripped off”. They’re less likely to be fooled by slick advertising campaigns that make unsubstantiated claims about the prowess of a product. Consumers are demanding that their needs be meet. To be responsive, sales people need to adopt a more consultive sales approach.

Providing customer service, let alone exceptional customer service, is challenging. The cost of doing business continues to rise while retail prices continue to fall. This makes it far more difficult for companies to make a profit. How do they ensure they have the staff with “the right stuff” to help boost those profit margins?

For some businesses, it’s a real chicken-or-the-egg dilemma. What comes first? Do companies go out and hire experienced sales people and pay the higher wage? Or do they spend training dollars and train the sales staff they have? Do companies have to offer exceptional customer service or will so-so service do? What does it cost to offer exceptional customer service these days?

Exceptional customer service is all about perception. It’s whatever your customer thinks it is. Perception is reality. The real challenge is how to use a customer’s perception to your advantage. What type of customer service are consumers looking for? And, what aren’t they looking for? Perhaps the answer to that can be found in a recent survey conducted by Eticon Inc.

According to 1,281 consumers who participated in their customer service survey, what isn’t exceptional is rude telephone behaviour, especially unreturned phone calls. A “don’t care” attitude was listed by 55% of the respondents as a good enough reason not to do repeat business. Another 35% cited being ignored to carry on a private conversation with another employee, in person or on the phone.

Asked how they would respond to rudeness, 58% said they would take their business elsewhere. Here’s the kicker: In 42% of the replies, respondents said they would go out of their way to do business where they got polite, respectful treatment.

What is your perception of exceptional customer service? I personally don’t think you have to train sales people to run up and down aisles looking for customers. My customer service workshop (Exceptional Customer Service – It’s a Matter of Being F.O.C.U.S.E.D.) demonstrates that it’s all about training your staff how to react in a positive way when a customer finds them. (And trust me, the customer will find them.) All you have to do, to be exceptional, is be better than the last salesperson the customer had. Based on the complaints from the Eticon survey, how tough can that be?

Mr. Brian Smith is a Certified Trainer, Management Consultant, College Professor and CEO/President of Brinley Consulting & Training Ltd. and its subsidiary Power Link Dynamics. Brian has worked and consulted with a number of organizations in the public and private sectors. He understands first-hand some of the challenges you face, after having spent 27 years as a General Manager for a major Canadian retailer and as an owner/operator of his own small business.