Why do services firms fail in delivering quality services?
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Great customer service doesn’t happen by accident. It takes great thought, planning, communication, implementation and the right people. Surveys and studies indicate that companies are investing more today than ever before on customer service and the customer experience (CX). Yet, many studies are also indicating that customers aren’t seeing the results of this investment. How can this be? Here is a short list of 10 reasons why companies fail to deliver great customer service.
■ They have not defined the company’s service vision or initiative. This is where it starts, at the top, with leadership defining in very clear terms what the service vision is. It needs to be short enough for employees to remember, and this is where many companies fail. It shouldn’t be a page, or even a paragraph. It should be one sentence or less. For example, Southwest Airlines’ mission statement is posted at the top of its website: “The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.” It’s that simple. Everyone who works there knows it and gets it. And so does the customer.
■ They have not defined the company’s service vision or initiative. This is where it starts, at the top, with leadership defining in very clear terms what the service vision is. It needs to be short enough for employees to remember, and this is where many companies fail. It shouldn’t be a page, or even a paragraph. It should be one sentence or less. For example, Southwest Airlines’ mission statement is posted at the top of its website: “The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.” It’s that simple. Everyone who works there knows it and gets it. And so does the customer.
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