Does your staff groan and complain when you announce Customer Service training? Do they dread it, think they are already doing a great job, or just dislike sitting in training? Do we still need Customer Service Training? Here’s the thing… Yes, your organization needs it. For all the reasons you already know, including improving your Customer Service or improving parts of it, but also because you need to keep up with changing trends, most of them driven by the online environment. The “customer” is changing in a Google and Amazon “on demand” world. You can get pet food delivered to your door almost instantly. Don’t think that people will wait days to hear back from you on their question about their pool pass. And – for your staff – do it for them. Give them the tools they need to navigate the sometimes challenging path that includes unhappy customers. Help them not feel beat up at the end of a tough encounter, empower them with the tools they need to say “I can help you with that”, and help them be in control when policies and procedures need to be followed. Here are some business trends you should know about with Customer Service. Some impact the Recreation sector as much as the business sector:
- Chat: Use of instant chat is on the rise. What does that look like on the back end? When does a person take over from the auto-responses that get the conversation started? (I also wonder how many chats is that person juggling at once? And where in the world they actually are).
- Artificial Intelligence: Forbes.com says that 80% of companies will use AI by 2020. That is just around the corner now, after using the statistic for a few years, so I wonder how that will hold up.
- Social Media Service: This is a big one for Recreation. People have a question, first they Google it. If they cannot find it quickly, they click on Facebook or Twitter and they message either your organization or the universe at large. The Universe does not always provide an accurate answer while they are waiting for your answer. If your answer doesn’t come until four days later or after the weekend, you have a 35 message feed waiting for you to now navigate. But how realistic is it to have someone (the exhausted Director?) checking social media all weekend?
- Google: People with a question go to Google first, and then they want a human. It’s that simple. The trends are showing less time and patience in seeking out the answer themselves.
- Remote Customer Service: It’s much more likely now that your Customer Service agent is stateside rather than overseas, depending on the international level of the company you’re dealing with and very likely that person is working from home/remotely. So, within recreation, is there an opportunity to have a designated customer service team who is not actually on site?