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Despite all the proclamations, catchy advertising slogans, advertising and customer service, service levels are only marginally improved significantly in recent years. As a professor at the Harvard Business School, puts Rosabeth Moss Kanter, say "Despite the recent coronation of customer media king, many civil customers … most companies today to serve the customer. Actually serve themselves.

The problem is that most companies only talk about customer serviceImprove. Many executives do not understand what appears to be an excellent service are not really willing to give up your organization from the inside out to try to paint happy smiles on their suppliers of frontline services, or screw a customer service program in the side of the train of his organization rather than a part of its core strategy.

Here are some of the main reasons so few companies successfully turn their rhetoric of customer serviceReality:

o Little or no segmentation of markets and customer groups. The organization tried everything to everyone. Customers are different in a crowd and fired their expectations in a pot (if it had met all of them) are not weighted, sorted and segmented.

o Little or no customer data. If were collected (for example, allowed an occasional survey) positive feedback. However, he refused negative data (usually) by the challenge of the method of the survey. BudgetSetting priorities, costs and resources came with little, if any, associated with the systematic connection of priorities and customer expectations. Improvement activities in what the organization considers it important or management approach.

o The organization is directed from the inside out. New products and services to drive the market through sales and marketing. Customers are no activities as active partners in research and development. An executive ina computer company leader once said: "If customers did not like our solution, the problems have been wrong."

Employees or are treated as the source of service interruptions. How to Repair training and motivational campaigns (for example) programs target recognition "getting ahead". Management pays little attention to all research "confirms the 85/15 rule - 85% of outages originate in organizational systems, processes or structures.

domestic tyranny or the client is running the day.Ministries, served by other departments to use the term "internal customer-supplier relationships" with their own needs are not met, whether to improve external customer service.

other line or blurred vision to external customers - many members of the organization (front) is not (little interaction with external customers and often do not understand and have little reason to worry) the expectations of customers and how their work ultimately contributes ormakes it difficult to meet these expectations.

o A client group is dominant. For example, is paid by retailers, agents or distributors with little room for the end user. Little is done to understand and balance the needs of both groups while pulling products and services through distribution and service chain.

focus on customer acquisition or customer retention. The investments in sales and marketing, to be in new customers is much greater than the effortmaintain or expand business with existing customers.

Customers are people or not. Think of a person as a client remains the provision of service, partnership, or any other form of equality. However, if the customer "policy holder", "consumer", "patient", "passengers", "taxpayer" has become the accounts ", or" promoters "are people, often less.

The business is very similar to tennis, which does not serve well to end up losing. In a recent interview, Bob Green, a service / quality coordinator AmSouthMortgage in Birmingham, Alabama, summed up the challenge for most organizations, the financial products of a mortgage company to another are basically the same. Overtaking We play "quantum leap, and on top of our competitors. The only way we can do is know that our customers a whole needs to move faster and further and then demand that everyone else in our business. "

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