Getting the Message to All

If a customer service initiative is to succeed, it must have the commitment of everyone in the organisation that has a direct or indirect effect on customer perceptions and attitudes. Traditionally only front-line staff, such as sales people or service engineers were seen to have an influence on customers. The reality is that everyone in the company affects customer perceptions in some way. Store men who supply the wrong parts, or technicians who leave a customer’s car in a dirty condition, create negative perceptions.

Managers should explain the role of individuals in the overall strategy and give them a sense of pride in their contribution. It should also seek to build team spirit and eliminate any weak links in the process of maximising customer satisfaction.