What does customer service mean to you? Does it mean merely avoiding returns and customer complaints, or does it mean going well beyond what customers expect to make their interaction with you truly a memorable one?
Truly great customer service that brings customers back requires conscious effort. Let’s look at a company whose reputation for encouraging rugged individualism would not lead most people to expect that it is actually a leader in customer centricity – Harley-Davidson.
Model a customer-first mentality
If you want staff to buy into a customer-first mentality, you need to model it yourself. Harley-Davidson communicates that theme from the top levels down at every opportunity. Staff seeks not just to sell motorcycles and service, but to ensure that every customer is totally satisfied.
Staff is encouraged to go above and beyond in such things as ensuring customers a proper fit for maximum riding comfort and teaching customers how to get the longest possible life for bike parts. Free workshops help customers get the most out of their bikes and feel like part of the Harley-Davidson family.
Get an accurate picture of your customers
Harley-Davidson encourages staff to talk with customers. Computer systems are designed to prefill as much information as possible and require the minimum amount of input to create work orders or receipts.
This frees staff to talk with customers about how they use their bikes and how they would like to use them in the future. Staff can then enter that information into the customer’s profile and use that information to anticipate future needs and help them accomplish their riding dreams.
Get your units working together
Cross training of staff is a priority at Harley-Davidson. Their employee training program enables staff to learn the jobs of other departments as well as their own.
This eliminates the gaps in knowledge that otherwise can send customers bouncing from one department to another to get a simple answer. And it helps build customer confidence in staff expertise.
True customer centricity is not easy to attain. It takes top-down buy-in and a tenacious determination to know and serve your customer.
Commit to your own journey toward customer service excellence. Get to know your customers. And get to know the price points at which you can attract and serve them best. Make a price tracking tool like PriceManager part of your journey and let it help you find those price points for a maximum benefit to both customers and you.
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