In “Winning Customer Service: Lessons from Tony’s Seafood Market & Deli,” Dr. Daryl D. Green discusses the critical importance of exceptional customer service for small businesses, particularly in the post-pandemic era. Green emphasizes that creating value through outstanding service is essential for building long-term customer relationships and achieving business success.
Last year, during the Bayou Classic in New Orleans, my wife Estraletta and I invited our good friends, Rev. Dr. Lawrence and Beverly Kirk, from Oklahoma, to join us. As a Louisiana native, I took the opportunity to revisit my roots, making stops in Shreveport (my hometown, known for the world’s best Southern Maid Donuts) and Baton Rouge, where we graduated from Southern University.
Caption: Dr. Green and his family went to the Bayou Classic, where they experienced the models of good customer service.
Our tradition includes a lunch stop at Tony’s Seafood Market & Deli in Baton Rouge. This popular spot, bustling with activity, is renowned for its cafeteria-style service, offering everything from fried okra to seafood gumbo. Despite the long lines and lack of seating, we chose to eat in the grocery store parking lot. Why would people endure such inconvenience? It’s simple: excellent food and an exceptional customer experience. At Tony’s, it’s not just about the food; the friendly, family-like interaction with the employees enhances the experience. Small businesses must strive for this level of customer service, especially in today’s competitive landscape.
The Impact of Great Customer Service
Post-Pandemic Challenges
The COVID-19 pandemic has undeniably negatively impacted customer service. Many businesses are short-staffed and struggling to maintain service standards. A study by NBC found that 75% of customers felt service worsened during the pandemic, with 78% contacting companies multiple times to resolve issues. The burnout experienced by 76% of employees, as reported by Gallup in 2020, further exacerbates this issue.
Defining Customer Service
According to Salesforce.com, customer service is the support offered to customers before and after purchasing products or services, ensuring a smooth and enjoyable experience. It’s about creating value and building relationships, not just solving problems. It’s about creating value and building relationships, not just solving problems.
Jalene Nemec, co-author of Great Customer Service: The Definitive Handbook for Today’s Success Business, states, “Customer service in these companies has experienced a significant decline, becoming carelessly undervalued. Contrary to popular belief, customer service is not merely about problem-solving; it embodies the ‘face of the company.'” Thus, disgruntled employees and overworked managers do not speak well of a business. Yet, creating value for customers isn’t easy. Some companies seek shortcuts in building customer relationships using marketing smoke and mirrors.
Companies like Chick-fil-A, known for their exceptional service, exemplify this approach by prioritizing customer connections and hospitality.
The following strategies are offered to small businesses and entrepreneurs for winning customer service:
1. Communicate Your Mission and Values: Ensure that all employees and stakeholders understand and embody your company’s mission and values regarding customer service. Clear communication sets expectations and fosters a unified approach to service.
2. Benchmark Excellence: Study companies renowned for their customer service. Understand what makes them stand out and adapt these strategies to your business. Continuous learning from industry leaders can provide valuable insights.
3. Create Desired Offerings: Develop products and services that meet customer needs and desires. Listening to customer feedback and understanding market trends can help you tailor your offerings effectively.
4. Streamline Processes: Implement efficient business operations that enhance customer value. Simplified processes improve service delivery and contribute to overall customer satisfaction.
5. Guarantee Quality: Provide customers with a written guarantee about the quality of your service. This builds trust and reassures customers of your commitment to their satisfaction.
6. Hire for Service: Recruit employees who align with your customer service values. Their attitude and approach can significantly impact the customer experience.
7. Reward Excellence: Incentivize employees and managers for delivering high-quality service. Recognition and rewards motivate staff to maintain and exceed service standards.
8. Listen and Adapt: Regularly seek customer, employee, and stakeholder feedback. Continuous improvement based on this feedback ensures that your customer service remains top-notch.
Conclusion
Small businesses can gain a competitive edge by prioritizing exceptional customer service. Companies can differentiate themselves and build lasting customer relationships by creating value and fostering genuine connections. Reflecting on experiences like those at Tony’s Seafood Market & Deli, outstanding service, combined with quality offerings, leaves a lasting impression.
© 2024 by D. D. Green
About Dr. Daryl D. Green:
Dr. Daryl D. Green is a business strategist, professional speaker, and noted author. He is the Vice President of Marketing at AGSM Consulting LLC. He is the author of several books, including Small Business Marketing, Great Customer Service, and Life After Retirement. Additionally, he is the Dean of Langston Business School. Dr. Green has been noted and quoted by USA Today, Ebony Magazine, and the Associated Press. For more information about this article or business assistance, please get in touch with Dr. Green at advice@darylgreen.org or www.drdarylgreen.com.
