Good service still attracts customers

February 4, 2007

Printed in Castle Rock NewsPress and posted on www.YourHub.com

Despite advances in technology, good customer service skills are required to attract and keep customers. In fact, customers demand it. So, I was discussing this issue the other day with John Hoogerwerf, a telecommunications expert. And as a founding member of the Castle Rock Toastmasters club Hoogerwerf had great insight into this matter.

"Twenty years ago I sold phones and telephone lines. And, AT&T was the only phone line provider," Hoogerwerf said, "Today data is connected with that phone system. With the break up of AT&T and other companies now selling phone lines, there are more options for customers. More options are good, but more options create a lot of confusion. This is where I come in to help customers understand the new technology and how it can benefit them."

Hoogerwerf talked about how systems set up five years ago always have to evolve making it easier for the customers to use. People do not realize they have to update to keep up with technology and provide good service for their customers. In fact, it is a competitive necessity.

The buzzword is self-service. Make it easy-most customers now have the expertise to serve themselves on the web. While this may lower cost of a sale, giving customers the option of interfacing with a human via phone is imperative.

"Look at business trends," Hoogerwerf said, "About five years ago corporations thought the Internet would replace human contact and companies would turn into garages as order centers rather then traditional storefronts. While the Internet is a great way to conduct business, there may be occasions where consumers mandate a human touch, which means they want a person not a machine."

Marc Gobe, in his book, Emotional Branding, talks about the necessity of companies to look at the human side in their marketing, "Very few decisions are made based on logic alone; at some point instinct supersedes facts and data-what feels right becomes the dominant driver of our choices."

Now what feels right to me is when I go into the local Starbucks, employees call me by name. I feel valued, a member of the community. And, a smiling clerk saying "thank you" is good customer service.

"People keep using my services because I provide more than a service," Hoogerwerf said, "The fact they keep coming back is their way of saying 'thank you' for a job well done. Many of my services are a commodity. In reality they could do business with the company I hook them into."

Hoogerwerf went on to say it is his job to establish a 'value added' above the basic service. His customers return and continue to be a valued account because of one simple element; he cares.

The Castle Rock Toastmasters club is where Hoogerwerf acquired some of his business skills. Leadership and communication skills learned every week was valuable when he opened his business, Ideal Network Solutions, after leaving Qwest five years ago.

Some people think Toastmasters is only for the professional speaker. Good communication and leadership skills are good for everyone.

Communication skill learned by giving, evaluating, and listening to speeches improves one-on-one or group conversations. Impromptu speech increases quick thinking responses thereby improves customer service.

Do you want to improve your customer service? Bring your employees with you to Toastmasters Thursday morning from 7:00 until 8:00 a.m. at the MedVed Dealership, the Chevrolet Building, 1100 Wilcox Street, Castle Rock. For more information call Mark McGregor, President, at 303-681-0113.