Reopenings put focus on customer service

As many customer-facing organizations begin to reopen they will need to focus on customer service more intensely than in the past. The customers who are returning will have a different mindset and associated requirements for quality customer service.

Many customers will be concerned with the various guidelines from the Centers for Disease Control and Prevention and state and local health departments. Others will be happy just to resume some elements of their social life. The balance between the positions will require vigilant, sensitive customer service.

A personal connection with customers is a hallmark of customer service. The touch elements of customer service will be modified in new and creative ways. I believe after the residence-in-place and information regarding the continuing impact of COVID-19, most customers will be compliant with reasonable and justified changes. Keep in mind that a reasonable explanation can go a long way with assisting customers to get on board with a new process or procedure.

Communications with your customers, from all members of your delivery team, will be key to their understanding, compliance and positive experience with both familiar and new procedures. We all have to work together.

Communications from and to the customers will be critical. In order to respond to customer’s

requests, you may need to react and implement new processes very quickly. The little events will count in the minds of your customers.

Organizations should consider methods of communicating with customers in different ways. For example, if your organization does not have contact information for each customer, implement a plan to obtain that information the very next time you interface with them. For many organizations the contact information that goes into a Customer Relationship Management (CRM) software system or a customer spreadsheet is nothing new. However, for my favorite restaurant and bar, they do not know how to contact me.

Organizations should consider developing a formal plan to capture new or renew their customers’ contact information. Basic information will be enough.

How important would it have been to send out an email or text to customers during March and April? Direct contact with customers could have included, but not have been limited to: updates on services available, coupons for birthdays or

anniversaries, congratulations to graduates and include an incentive of some type, virtual evaluation of projects with a discount for early sign ups and payments, voting on new menu or drink items, proposed new service options such as the car service departments offering selected repairs at your home. The list goes on.

In the scene from the movie “Gladiator,” Maximus tells his fellow gladiators, “Whatever comes out of those gates we have a better chance to survive it if we work together.”

We do not know how the reopening will turn out. There are various reports from across the country as to the level of continued exposure to the virus. A refreshed great customer experience and obtaining their contact information will afford you a better opportunity to manage through whatever lies ahead. Cornell Wright is the author of “31 Coffee Breaks to a Better Organization,” a trainer and consultant at The Parker Wright Group Inc. in Stratford. The firm strengthens clients’ customer service strategies and processes and is a Certified Partner of Predictive Index. He can be reached at 203-377-4226 or cornell@parkerwrightgroup.com.