Have you ever been out and run across one of those rare CSR encounters where they went above and beyond your expectations? It is very rare, but I have had such an experience. Usually when it happens, you can tell that the CSR is not only knowledgeable about their company, products and job, but that they appear to actually enjoy engaging and helping others. This needs to be less rare and more common.
Blog writer Steve Curtin recently reported on such an incident that he experienced. While attending a school supply store, the young man checking him out did more than just his job, he stepped up and offered exceptional service. First he showed some excitement over the purchase, pointing out why Steve’s the choice was a good one. He then went further by giving a tidbit of additional local information on the product. This is what Steve calls “job essence,” which is going above and beyond typical “job function.” Job function is basically the bare minimum required in order to receive a salary, and includes things like ringing up the items, and other related functions.
As Steve puts it, job essence “refers to an employee’s highest priority at work, which, for most service industry employees, is to create a promoter. A promoter is a customer who is less price-sensitive, has higher repurchase rates, and is responsible for 80-90 percent of the positive word-of-mouth about a company or brand.”
When a customer goes to a place and is consistently greeted with warm, authentic enthusiasm, it makes a major difference in the buying experience. That difference can easily translate to referrals and word-of-mouth promotions. A CSR can be trained to always greet each person and other general interactions, but displaying true concern for the satisfaction of the customer is not always trainable – it is usually a personality trait.
People wishing to enter the CSR field should really examine themselves to see if they have this type of attitude and personality. It is important for those in the CSR field to understand this two-pronged aspect of the job. Steve’s article suggests “Many employees operate under the assumption that their jobs are made up entirely of job functions. If you’re skeptical, just ask your own employees to describe for you what their jobs entail. My hunch is you’ll receive a list of tasks or duties associated with their job roles (i.e., job functions). And there will likely be no mention of job essence.”
If you are seeking to just do the job, and are simply process focused, then you are providing a forgettable experience. Step it up, and really get into the essence of the job, and provide that service that connects with the customer, and gives them that memorable experience that will keep them coming back.
Image courtesy of FreeDigitalPhotos.net
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