Every organisation strives to remain relevant and
competitive in business. Organisations
tend to do this by focusing on surpassing their customers’ expectations and
ensuring consistency in delivering excellent customer experience. However, many
organisations erroneously hold customer facing departments responsible for the
overall customer experience of the organisation and fail to focus on the
primary path to exceptional customer service: internal customer service.
competitive in business. Organisations
tend to do this by focusing on surpassing their customers’ expectations and
ensuring consistency in delivering excellent customer experience. However, many
organisations erroneously hold customer facing departments responsible for the
overall customer experience of the organisation and fail to focus on the
primary path to exceptional customer service: internal customer service.
Internal customer service simply
refers to support services provided by staff of an organisation to fellow
employees and other departments within the same organisation, as well as to service
providers.
refers to support services provided by staff of an organisation to fellow
employees and other departments within the same organisation, as well as to service
providers.
In a financial institution, for
instance, it could be a back-office transaction processing; a central processing centre of a bank that ensures
customers’ account requests made through the branches are promptly treated.
instance, it could be a back-office transaction processing; a central processing centre of a bank that ensures
customers’ account requests made through the branches are promptly treated.
It could also be what we do
when colleagues ask for information they need to complete their main task for
the day, or what we say when someone from marketing asks for the addresses of
good contacts, or even how we react when colleagues walk into our office with
an “I need something from you” expression on their faces.
when colleagues ask for information they need to complete their main task for
the day, or what we say when someone from marketing asks for the addresses of
good contacts, or even how we react when colleagues walk into our office with
an “I need something from you” expression on their faces.
Superior internal customer
service is the bedrock of exceptional external
customer service. It improves morale, productivity, employee retention and,
ultimately, profitability. Caring for your “associates” is
fundamental to caring for your customers and shareholders.
service is the bedrock of exceptional external
customer service. It improves morale, productivity, employee retention and,
ultimately, profitability. Caring for your “associates” is
fundamental to caring for your customers and shareholders.
Effective internal customer service helps organisations
create a sense of ownership among their employees through improved
interdepartmental communication and cooperation which lead to better service delivery
to their external customers, cost savings and of course increased productivity.
create a sense of ownership among their employees through improved
interdepartmental communication and cooperation which lead to better service delivery
to their external customers, cost savings and of course increased productivity.
Internal customer service however does not just
happen. Organisations have to deliberately ensure that all staff and departments
see the big picture; work together to ensure customers have a great experience
with the services received which in turn positively affects the company’s
bottom line.
happen. Organisations have to deliberately ensure that all staff and departments
see the big picture; work together to ensure customers have a great experience
with the services received which in turn positively affects the company’s
bottom line.
Three major ways to promote an excellent internal
service culture within an organisation include:
service culture within an organisation include:
Develop
a service culture within the organisation:
Service excellence must be at the very core of every organisation. This can be achieved by regularly communicating
the importance of teamwork and excellent service to all employees of the
organisation. To effectively drive this culture, organisations must also focus
on building quality leaders who understand the importance of great service
delivery both internally and externally.
a service culture within the organisation:
Service excellence must be at the very core of every organisation. This can be achieved by regularly communicating
the importance of teamwork and excellent service to all employees of the
organisation. To effectively drive this culture, organisations must also focus
on building quality leaders who understand the importance of great service
delivery both internally and externally.
Staff must be encouraged to regard fellow employees
and other departments as customers that must be treated like VIPs, with the understanding
that by helping their colleagues do their jobs more successfully, they help the
organisation excel.
and other departments as customers that must be treated like VIPs, with the understanding
that by helping their colleagues do their jobs more successfully, they help the
organisation excel.
Measure
service internally: Great service is
measurable! To ensure every department or team is constantly committed to
exceptional service, they must be rated based on agreed service parameters from
time to time. This can be done by closely monitoring the activities of these
departments through mystery shopping, conducting internal satisfaction surveys on
every department in the organisation and ensuring all feedback and concerns
raised are properly addressed.
service internally: Great service is
measurable! To ensure every department or team is constantly committed to
exceptional service, they must be rated based on agreed service parameters from
time to time. This can be done by closely monitoring the activities of these
departments through mystery shopping, conducting internal satisfaction surveys on
every department in the organisation and ensuring all feedback and concerns
raised are properly addressed.
Recognise and reward great
service: This can be achieved by creating specific reward
criteria in service and recognising every staff or department that meet these
criteria. Every back office department that has provided excellent service to
the frontline staff over a period of time should be celebrated and rewarded. Rewarding
performance will motivate employees and support groups within the organisation
to maintain and improve their performance while encouraging others to imbibe a great service
culture.
service: This can be achieved by creating specific reward
criteria in service and recognising every staff or department that meet these
criteria. Every back office department that has provided excellent service to
the frontline staff over a period of time should be celebrated and rewarded. Rewarding
performance will motivate employees and support groups within the organisation
to maintain and improve their performance while encouraging others to imbibe a great service
culture.
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