Using A Customer Service Culture To Drive Profit

By Patty Crabtree

In the ever-evolving business landscape, customer service remains a critical function that has been significantly impacted by the pandemic and the trend of employee turnover.

However, amidst these challenges lies a tremendous opportunity. Businesses can establish a customer service culture that not only sets them apart from competitors but also drives long-term success and profitability. Understanding the customer’s perspective is paramount in creating a customer-centric environment.

Consider this eye-opening statistic from a Harvard Business School study by Reichheld and Schefter: a mere 5 percent increase in customer retention can lead to a remarkable profit increase ranging from 25 percent to 95 percent (HBS Working Knowledge, July 10, 2000). This highlights the undeniable impact customer service has on the bottom line.

Bain & Company, a global business consulting leader, reports that repeat customers spend up to 67 percent more with a company during months 31 to 36 than in the initial six months (Bain & Company, customerloyalty.com). It’s evident that taking care of existing customers provides a faster path to cash and fosters increased spending and referrals. As a result, astute business owners prioritize customer retention as a cornerstone of their strategy.

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While customer service is often associated with rectifying issues, it is crucial to shift the narrative and view service as an experience that can proactively prevent problems. Too often, businesses design their operations around the expectations of an ideal customer, disregarding the fact that most customers are not perfect.

To truly meet customer needs, organizations must serve customer preferences and anticipate customer requirements in advance. This approach not only enhances customer satisfaction but also minimizes costs, reinforcing the brand and creating a lasting positive impression.

In a notable customer service encounter, Jacob, a representative for a finance company, demonstrated a thoughtful focus on customer care. During a conversation with a potential client, Jacob listened attentively as the client shared their struggles and concerns leading to needing a loan as they inquired about their potential interest rate.

Thoughtfully taking the potential client’s anxiety into account, Jacob said, “This is what we are going to find out together.” This simple statement created a partnership between Jacob and the potential client, putting the prospect at ease and energizing the conversation.

By guiding the potential client through the screening questions with understanding and support, Jacob’s approach fostered a sense of trust and ensured the prospect felt heard and valued. Through this empathic approach, Jacob illustrated the transformative power of a customer-centric mindset, highlighting the importance of partnership and understanding in delivering exceptional customer service experiences.

While this story illustrates working with a prospect, the mindset of being in it together with your customers is critical to a successful customer service culture.

At the heart of a successful customer service culture lies the belief that customer support is not limited to a single department but rather filters through every aspect of the organization.

Adopting Home Depot’s adage, “If you’re not supporting the customer or supporting those who do, what is the value of your job anyway?”, is crucial for establishing a customer-centric mindset that resonates throughout the company. When customer service becomes an integral part of operations and every employee embraces it as their responsibility, the organization can achieve remarkable outcomes.

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One company took such an approach. Each department was challenged to define their customer path pointing back to the external client. This initiative aimed to instill the belief that every individual within the organization had customers to support, and that every action taken contributed to serving those external clients.

Not only did this shift in perspective lead to a profound cultural transformation, it also led to increased profitability. Employees realized that their roles extended beyond their specific departments, encompassing support for every customer within the organization, including their fellow co-workers. Silos were eliminated and processes were streamlined, replaced by a unified focus on providing exceptional service to all customers, both internal and external.

By embracing this holistic approach, the organization witnessed remarkable outcomes. Interdepartmental barriers dissolved as employees recognized the interconnectedness of their roles in delivering a seamless customer experience. The heightened sense of unity and shared purpose fostered collaboration, increased efficiency, and amplified customer satisfaction.

This inspiring story exemplifies how adopting a customer-centric mindset breaks down obstacles, promotes collaboration, and creates an organizational culture dedicated to serving all customers. By recognizing the value of every individual’s contribution and nurturing a shared commitment to customer support, companies unlock the full potential of their teams and deliver exceptional experiences to their customers.

by Milada Vigerova

In the pursuit of a customer service culture, it is vital to shift focus from solely nurturing prospects to consistently supporting existing customers. While businesses invest significant time and effort in the sales process, the post-sale phase is equally crucial. Implementing a comprehensive onboarding process allows businesses to not only collect essential contact and billing information but also begin building a deeper knowledge of their customers. Gaining insights into their preferred contact methods, mailing address, and personal interests enables businesses to tailor interactions and deliver personalized experiences.

Another vital aspect of a customer service culture is speed. Customers have increasingly high expectations when it comes to receiving prompt solutions. Surprising studies reveal that even minor delays can significantly impact a business. For instance, 20% of customers are deterred from making a purchase if an organization takes minutes to respond, and an additional 25 percent refrain from buying if it takes hours to receive an answer. Slow service not only frustrates customers but also results in lost sales, diminished loyalty, and reduced recommendations.

Furthermore, customer rage can initiate a harmful cycle of declining revenue, increased customer dissatisfaction, reduced employee morale, and higher job turnover. Although the Great Resignation may be a recent phenomenon, the trend of quiet quitting has long existed. To counteract this trend, organizations must prioritize creating a customer service culture by empowering employees, providing them with the necessary tools, and offering ongoing training to foster authentic engagement.

In conclusion, cultivating a positive customer service culture is pivotal for sustained business success. By prioritizing customer retention, proactively meeting customer needs, and fostering a customer-centric mindset throughout the organization, businesses can differentiate themselves, drive profitability, and achieve lasting success in a highly competitive landscape.

By Gerd Altmann

If you are open to a conversation about how to use a positive customer service culture to drive profit, or how our in-depth work style and personality assessment could help your team, please contact us at 310-453-6556, extension 403 or email us at dana@lighthouseconsulting.com and our website is www.lighthouseconsulting.com.

Patty Crabtree, Chief Executive Officer guides LCS clients seeking to improve culture design, human capital management, and develop or expand effective remote workforce initiatives. To this specialty she brings 25 years of Operations and Finance leadership, excelling in equipping and empowering profit-focused teams.

Lighthouse Consulting Partners, LLC

Testing Division provides a variety of services, including in-depth work style & personality assessments for new hires & staff development. LCP can test in 19 different languages, skills testing, domestic and international interpersonal coaching and offer a variety of workshops – team building, interpersonal communication.

Business Consulting for Higher Productivity Division provides stress & time management workshops, sales & customer service training and negotiation skills, leadership training, market research, staff planning, operations, ERP/MRP selection and implementation, refining a remote work force, M&A including due diligence – success planning – value creation and much more.

To order the books, “Cracking the Personality Code”, “Cracking the Business Code” and “Cracking the High-Performance Team Code”, please go to www.lighthouseconsulting.com.

If you would like additional information on this topic or others, please contact Lighthouse Consulting Partners LLC, Santa Monica, CA, (310) 453-6556, ext 410 pattyc@lighthouseconsulting.com & our website: www.lighthouseconsulting.com.

Permission is needed from Lighthouse Consulting Partners, LLC to reproduce any portion provided in this article. © 2024

Preventing Burnout in Today’s Environment

By Dana Borowka, MA, CEO of Lighthouse Consulting Services, LLC

Could employee burnout impact your company?

Burnout that causes companies to lose great employees occurs when your workers experience too much stress for a prolonged period. The employee is left feeling mentally, emotionally, and physically exhausted. Not only that, your employees are less productive at work, show reduced concern for others, and are more likely to miss work.

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Burnout is no doubt tied to stress, and workers in the United States are some of the most stressed employees in the world. That’s according to the 2022 Gallup State of the Global Workplace report, which captures how people are feeling about work and their life.

Surprising statistic: U.S. and Canadian workers, whose survey data are combined in Gallup’s research, ranked highest for daily stress levels of all groups surveyed. Some 57% of U.S. and Canadian workers reported feeling stress on a daily basis, up by eight percentage points from the year prior and compared with 43% of people who feel that way globally, according to Gallup’s 2021 report.

Too much stress at work and home leads to burnout, which can be defined as lower psychological and physical wellbeing, as well as dissatisfaction, and employee turnover.

This stress spike isn’t surprising to Jim Harter, Gallup’s chief workplace scientist, who told CNBC that “rates of daily stress, worry, sadness and anger have been trending upward for American workers since 2009. Concerns over the virus, sickness, financial insecurity and racial trauma all contributed to added stress during the pandemic.”

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There is also a side effect called “quiet quitting.”

According to the newsletter The Daily Skimm, quiet quitting is “when employees quit going above and beyond what they’re paid to do. The pandemic blurred the lines between home and work — leading to burnout. And many have felt stretched thin by doing more than one person’s job, especially during The Great Resignation. On top of that, employees have become frustrated with the lack of growth opportunities and little pay.”

Quiet quitters are still doing their jobs, but common side effects of quiet quitting include: no more staying late after work, no more attending events like virtual lunches, and no more doing anything beyond the job description.

How To Spot Burnout

“Burnout looks like extreme exhaustion paired with low engagement, high hopelessness, poor motivation and limited efficacy,” says Colorado therapist Carrie Johansson, PhD, author of the book Self Help On The Go.

Helping companies prevent employee burnout is a critical element to employee retention and performance, says Johansson.

“Balancing challenge with breaks, prioritizing values and purpose in work, and encouraging employee autonomy all help keep employees engaged and motivated to perform,” says Johansson. “Employees should be encouraged to use cycles of effort interspersed with rest, to have systematic self-care strategies in place and to connect with fellow employees to stay actively engaged and connected in their work.”

Doug Clute takes a pragmatic view of burnout. Clute is a human capital consultant who provides Lighthouse Consulting Services clients with his insight accumulated in over 30 years as a human capital management executive within four different industries on an international scale.

“Typically, there is a bit of cynicism on the part of the employee when they’re experiencing burnout,” says Clute. “The employee’s mindset is: ‘I’m working so hard, but what difference does it make? Whether I do a good job or not, I don’t see how my role is connected to the bigger whole.’”

Clute says the misalignment piece of the puzzle needs to be addressed.

“Sometimes it’s important for companies to create what I like to call it a buddy system,” says Clute.

Clute says oftentimes new employees get assigned a sponsor for a couple months. They have lunch, touch base, but eventually that relationship dissipates after 90 days. Assigning employees in danger of burnout with a buddy could retain a great employee.

“The buddy must be a friend as well that can hold the employee in check when they’re too invested at work and are turning a blind eye or not paying much attention to their personal life,” says Clute.

The field of neuropsychology offers other clues on how to assist employees struggling with quiet quitting or burnout.

“Combating burnout sometimes means not following common success advice,” says neuropsychologist Steve Swavely, PhD, author of the upcoming book Optimal Team Performance. “For example, ‘Eat your frog first thing’ is an adage about tackling your toughest challenges first thing in the morning. It has some merit, but not if you’re combating burnout. A better approach is to tackle some small challenges early to experience the satisfaction of success. This causes the brain to release a host of neurochemicals that lift your mood, and your capacity to tackle more difficult challenges. Save the frog for lunch.”

What Can Employers Do

“We are working on one engagement right now with an organization where they brought us in to help a junior leader develop their leadership skills and learn how to balance their life,” says Patty Crabtree, a senior consultant with Lighthouse Consulting Services. “This junior leader over commits to everything and says yes to everything. The company brought us in to help that person understand how to put boundaries in place, which is really critical. The senior leadership team wants to grow this individual so that they can step up in their role.“

Without this coaching, it is easy to see how this junior leader with great potential could be lost to burnout.

by Ronald Carreño

“The big lesson here is that as the world moves more and more toward this virtual remote environment, leaders need to be more thoughtful in the way they engage their staff,” says Crabtree.

Here are three actions employers can take:

Hire Better. Improving hiring and talent development through in-depth work style and personality assessment tests is a great start. Take more time scrutinizing candidates who apply for leadership roles, identifying their empathy, emotional intelligence and ability to perform under pressure.

Train Better. Use personality assessments for the basis of team building. Good leaders must learn how to shield employees from unnecessary stress. Sometimes through training we discover we hired the right employee for the wrong job. Understanding preferred work styles goes a long way to improving retention and productivity and decreasing burnout and quiet quitting.

Communicate Better. In-depth work style and personality assessments give managers and employees a common language about how they like to interact. When people use their strengths, they feel more competent and engaged. Staff are less likely to experience high levels of burnout when they decide on how and when they complete their work. Supporting and recognizing good work reduces stress while promoting a sense of belonging.

by Moni Mckein

As the work world shifted from workplace to working from home to now returning to a workplace, everything is not just going back to the way things were. ”That’s not reality,” says Crabtree. “When you make this change in this new environment, you need to really work and be thoughtful in designing that way that environment’s going to work.”

Permission is needed from Lighthouse Consulting Services, LLC to reproduce any portion provided in this article. © 2022

Dana Borowka, MA, CEO of Lighthouse Consulting Services, LLC and his organization constantly remain focused on their mission statement – “To bring effective insight to your business.” They do this through the use of in-depth work style & personality assessments to raise the hiring bar so companies select the right people to reduce hiring and management errors. LCS can test in 19 different languages, provide domestic and international interpersonal coaching and offer a variety of workshops – team building, interpersonal communication, stress & time management, sales & customer service training and negotiation skills as well as our full-service Business Consulting Division. Dana has over 30 years of business consulting experience and is a nationally renowned speaker and radio and TV personality on many topics. He is the co-author of the books, Cracking the Personality Code, Cracking the Business Code and Cracking the High-Performance Team Code. To order the books, please visit www.lighthouseconsulting.com.

If you would like additional information on this topic or others, please contact your Human Resources department or Lighthouse Consulting Services LLC, Santa Monica, CA, (310) 453-6556, dana@lighthouseconsulting.com & our website: www.lighthouseconsulting.com.

Lighthouse Consulting Services, LLC provides a variety of services, including in-depth work style & personality assessments for new hires & staff development. LCS can test in 19 different languages, provide domestic and international interpersonal coaching and offer a variety of workshops – team building, interpersonal communication, stress & time management, sales & customer service training and negotiation skills as well as our full-service Business Consulting Division.