The MHEDA Journal - Second Quarter, 2012 - (Page 28)

CUSTOMER SERVICE AUTOMATION BEST PRACTICES Creating the Perfect Customer Service Experience D istributors are at various stages of automating their service operations and using technology accelerators to enhance internal processes and automate communications to the customer and within their organizations. At the 2012 Annual Convention three MHEDA members, John Maybury, President of Maybury Material Handling, Jerry Weidmann, President of Wisconsin Lift Truck and Al Boston, CEO of AK Material Handling Systems, will discuss the roles that customer service automation plays in providing the “perfect” customer experience, as well as the goals they have for their technology plan. Maybury, Boston and Weidman have experience in both the industrial truck and storage and handling industry segments, and are using various technologies and tools to automate and more efficiently communicate their service status. The MHEDA Journal asked these members to share more about their plans for customer service automation, to share their goals and experiences with you. The MHEDA Journal: What are your strategic goals for customer service in your distributorship? Boston: Our 2012 goal is to automate two processes. First is to send an email of the order acknowledgement at the time the order is entered. This will give the customer a chance to catch any obvious error like wrong color. Second is to tighten up our receiving on the iPads so that we communicate exactly when product arrives for an order that is waiting to ship. We are reducing hours or a day to minutes by better automatic communication. The MHEDA Journal: If you could create the “perfect customer experience” with your dealership, what would it look like? Weidmann: A “perfect customer experience” is when the customer receives more than what they expect, faster than required, exceeding their requirements yielding 100 percent satisfaction. A perfect customer experience leads to loyalty to our company, and advocacy for our company to their peers. 28 MHEDA | John Maybury Jerry Weidmann Al Boston Boston: “Say what we are going to do and do it.” In addition to that simple statement, communicate to the customer before they need to call or check on their order status. The only way to separate yourself is by adding value to the equation. Customers feel their time is very valuable. The MHEDA Journal: What role do you believe customer service automation plays in providing the “perfect” customer experience? Weidmann: Every system we implement is reviewed for its impact on customer service. There are many technologies that are impactful when serving a customer. We view automation as supporting three key elements of customer service; information, communication, and execution. Maybury: As we deploy Customer Service Automation we continue to take waste out of the process, improve communication both in the amount of detail available or defined summary information. The timeliness of the information is invaluable and we continue to enhance a transparent relationship with our customers. This allows both Maybury and our customers to spend more time focusing our energy on the most important tasks to meet our respective goals. The MHEDA Journal: Do you have a technology plan for your dealership? How does customer service fit in your technology plan?

Table of Contents for the Digital Edition of The MHEDA Journal - Second Quarter, 2012

President's Perspective
From the Desk of Liz Richards
Ask Your Board
Meet The MBOA
Mackinnon Equipment & Services
Member Profile
Bode Equipment Company's Office Supervisor Meredith Fowler is a jack of all trades
Customer Service Automation
Continued Growth Expected in 2012
The Off-Season
Convention Program - Re-Imagine Your Business
Convention Program
Exhibitor's Showcase Guide
Out of the Classroom, Into the Shop
The Link between Sales and Absorption: To sell more, service more!
Social Media and the C-Level: Objections Discussed
Sucession Planning and the Emerging Generations: Five Trends You Need to Know
Sucession Planning
Sucession Planning and the Emerging Generations: Five Trends You Need to Know
Work-Life Balance: It's All Up To You !
Controlling Your Workers Compensation Costs
Transactional vs. Consultative Selling
The Traits of Great Salespeople
Who's to Say What Is Sexy
Spotlight on MHEDA News
MHEDA University Calendar
New Members
MHEDA Milestones
New Products
Index of Advertisers by Product Category

The MHEDA Journal - Second Quarter, 2012