Compressed Air Best Practices - March 2008 - (Page 16)

| 03/08 Compressed Air Industry FOOD PROCESSING | Do you Provide BY MICHAEL GULD Today’s business environment is becoming increasingly complex and competitive due to globalization, new technology, increasing product proliferation, brand erosion, market segmentation, consumer skepticism and time poverty and rendering traditional business plans obsolete. For just about every product or service, there is an overwhelming number of choices to choose from, leaving consumers dazed and confused. So how can you stand out from a sea of competitors promoting similar offerings? Become known as THE company in your field that provides world-class service. What is world-class service? It is the talk of many but the reality of few. When a company provides a client with world-class service, it often becomes a legendary experience that the client retells to others in a form of free publicity, which can’t be bought. What companies come to mind when you think of world-class service? What establishments do you patronize whose service exceeds your expectations on a continual basis? Typically, these are not the places that have the lowest prices. They do not have to — their value is created by elevating the customer experience to a point where paying a premium is not an issue. First of all, companies should understand the difference between “the product,” the commodity or service being delivered, and “the process,” the method by which that product is delivered. Pike Place Fish Market in Seattle, Washington has become world famous for this differentiation. While their product is fish, their word-of-mouth fame was created by the process in which that product is delivered; throwing fish. The product of a doctor is clinical expertise, whereas most people would agree that the process by which that product is delivered (bedside manner) may be just as important. Since realtors do not have exclusives on the homes (product) they show and sell, their sole value is created by the service they provide (process). Here’s the point: your reputation in your field may be created more by the customer experience you deliver than the product or service you sell. There are six simple actions that will determine your level of customer service (from the customer’s perspective). When a realistic and objective assessment is made in each coupled with systems and strategies to improve (with training), it can result in immediate and transformational changes in your business: 16 www.airbestpractices.com 1. How well you listen — Do you clearly understand the needs of your customers? As Mark Twain once said, “We have two ears and one mouth so that we can listen twice as much as we speak.” You do not need to start out offering all the answers — first, begin by asking all the right questions. What do your customers really want and how can you better serve them? 2. What you say — How well do you answer questions, provide information, guidance or direction? Helping your customers understand the range of offerings available (pros and cons) and what best fits their unique needs will build loyalty. Helping them all along the way and being available for service after the sale will build customers for life. 3. How you say it — Have you evaluated your non-verbal communication such as body language, tone and inflection? In his book, “Silent Messages,” Dr. Albert Merhabian found that communication is 57% non verbal, body language, eye contact, a warm smile and open gestures, 38% voice quality, volume, tone and inflection, and only 7% the words you say. Yet most people tend to focus their time, energy and training only on the words they say. 4. What you do — Do you consider your actions taken or not taken? The only thing worse than doing nothing is saying you are going to do something and you don’t. It creates disappointment and a loss of trust. Taking the time upfront to address your customer’s every need, want and desire will keep them coming back. 5. How you do it — Are you there to please or appease? Do you find that it’s just a job for some people as they are going through the motions while others take pride in their company, their work and truly care about the well-being of their customers? Making customers feel special and appreciated creates an emotional bond that is not easily broken. 6. When you do it — Do you consider your response times? Immediate response times that exceed expectations create a positive perception, while long wait and response times create frustrations leading to a negative perception. We are now living in a “drive-thru” world where communication expectations are now greater than ever before with the advent of emails, cell phones, PDAs and text messaging. http://www.airbestpractices.com

Table of Contents Feed for the Digital Edition of Compressed Air Best Practices - March 2008

Compressed Air Best Practices - March 2008 Contents From the Editor Utility-Air News The Compressed Air Audit of the Month: Saving Energy with Blowers in Canada Do You Provide World-Class Service? Managing Rotary Screw Air Compressors at Midwest Bakery The Difference Between Acfm and Scfm for Proper Vacuum Sizing Best Practices — Multi-Module Process Air Dryers The Vacuum Formation Process in Building Compressed Air Filter Elements Solberg Manufacturing Real World Best Practices: Measuring Pressure Dewpoint in a Compressed Air System Resources for Energy Engineers: Training Calendar & Product Picks Wall Street Watch Advertiser Index Job Market

Compressed Air Best Practices - March 2008

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