We are seeing signs and posts from businesses saying “service will be lacking due to the current labor shortage” or something similar. Well, let me say, ‘labor shortage’ does not give any business an excuse for providing sub-par customer service. Customers continue to have the same or maybe even higher expectations because of resources, options, and general expectancy. Not connecting with the customer, also known as poor service, is a sure way to kill a business, but understanding the EXCHANGE ZONE and how to connect with your customer can help resurrect your business.
The Exchange Zone in Customer Service
In college I was a part of the track team where I ran the 4×100 relay. During a relay there is a critical point when one team member exchanges the baton with the next teammate. The exchange depends on both teammates ability to maintain speed while passing the baton. If that baton drops and is not passed in the exchange zone, you are disqualified and the competition is sure to win.
This exchange zone exists in customer service as well. I define the EXCHANGE ZONE as the critical intersection between you and your customer. When you’re in the EXCHANGE ZONE, you can’t drop the baton. It’s your job to make that connection with the customer that can move them forward in their buying process and help you win the race against the competition.
Revive Your Business – Perform C.P.R. In the Exchange Zone
There are key practices that can help you plug into your customers’ needs to ensure success in the EXCHANGE ZONE. C.P.R. or (C)ommunication, (P)articipation, and (R)e-evaluation helps improve exchange zone interactions.
C.P.R. can help keep your business alive and make sure you are connected to your customer, and it happens in the EXCHANGE ZONE (the critical intersection between you and your customer).
Communication
Communication is a vital part of connecting with the customer and it starts at the top of the organization or business. Communication must flow from the top to the bottom, from the bottom to the top, and laterally across people and departments, you must connect internally so there are no disconnects externally. Leadership needs to communicate realistic expectations based on current staffing, what challenges are being faced with adding resources, and how it could impact customers. Staff should have enough trust to express to leadership the challenges being faced on the frontline when interacting with customers without fear of retaliation. The staff should communicate with their peers’ ways to ensure customer satisfaction – this includes sharing best practices and other opportunities for improvement. After the internal communication has taken place, it’s imperative to communicate with the customer by letting the customer know what to expect. If the touch points have changed, say so; if the timing has changed, say so. Educate the customer on how things are handled, then under promise and over deliver (don’t make any assumptions). Each level of the business needs to understand that they are part of the customer’s experience. By communicating at all levels (up, down, and across) it makes the connection better for all customers both internal and external.
Participation
Participation (full participation) is a key factor in the business thriving and ensuring the connection to the customer is made. No longer is “that’s not my job” acceptable, if you want your business to survive. Management may have to take on frontline tasks and frontline staff may have to be empowered to make more decisions. You may have to invest in additional training or implement cross training for full participation to be effective. You don’t want to put any team member in a situation that results in a dissatisfied customer – if you can help it. You do want a cultural philosophy that understands the importance of every individual doing what they can to provide for the customer. A satisfied customer provides a continuous heartbeat to any organization, because without that heartbeat the organization perishes.
Re-Evaluate
After you have Communicated and Participated, it is time to Re-evaluate. We say Re-evaluation because it should be a frequent, regularly scheduled, and an intentional part of your business practices. The sharing of information should be in safe environments where open and honest dialogue can occur from everyone – regardless of titles. This constant re-evaluation gives you the opportunity to change policies and procedures for recurring challenges, applaud what’s working, and share new lessons. Ask open ended questions, challenge the status quo, ask WHY, and don’t accept “because we’ve always done it” as an answer. It shows each team member’s perspective matters, and it should be a continuous validation to the organization that customer service is more than a department.
Staffing challenges are a very real part of today’s business operation and for various reasons many businesses are struggling to find staff; however, the customer is not looking for excuses they are looking for connection. The best businesses have found a way to meet and, in some cases, exceed the service expectations of customers. If you want proof look at their bottom lines, look at their ratings, look at their expansions and ask yourself, what are they doing? One of the many ways to suck the life out of your business is by not meeting the customer’s expectation which causes a disconnect BUT if you want to connect in the EXCHANGE ZONE implement C.P.R. (Communicate, Participate, and Re-evaluate).
If you need any assistance in the EXCHANGE ZONE, please feel free to contact us to schedule a consultation.
