by Kent Covington
I recently had the pleasure of interviewing business author and speaker, Mike Dandridge. Before Mike authored three books, he took a struggling electrical wholesale supply company, and turned it into one of the most successful companies of its kind in the United States.
Mike began working with the electrical supply company in a Texas town of roughly 50,000 people as a successful outside salesperson. For many years, this company was the only source of electrical supplies in town. And with no competitors to divide customer attention, their business thrived. But then Lowe’s moved in across the street, and Home Depot followed suit. Soon, the big box competition had Mike’s employer rapidly circling the drain. Recognizing the need to change course, Mike was asked to take over management of the company and was handed the daunting task of rescuing the business and the jobs of all his coworkers.
How did he overcome the onslaught of billion-dollar competitors to reclaim the market share lead?
He did it by refocusing the company on the on the “The 7 Phases of Amazing Customer Service”, which you will find in his book, The One-Year Business Turnaround. Here are the “7 Phases” in a nutshell.
The 7 Phases of Amazing Customer Service:
1. Professionalism: Communicate a consistent, solid image that matches your customer’s perception of professionalism in your industry. Presenting a professional image creates a doorway to success and prosperity. Professionalism translates to trust. When you project a high level of professionalism to your customers, it tells them that you and your staff are: knowledgeable, consciences, reliable, and caring. Your level of professionalism can even affect how honest and trustworthy customers perceive your company to be! In short… professionalism breeds trust. A lack of professionalism breeds distrust.
2. Ownership: Customers love the person who can own up to a problem, a mistake or challenge, and turn it into a triumph. Being accountable to your customers sets you apart from your competitors.
3. Innovation: “New and improved” is a tired and meaningless cliché. True innovation shines new light on familiar challenges. Customers are looking for “the next big thing”. By bringing constant innovation to your organization, you will stay fresh and relevant in today’s rapidly changing business landscape. In business, similarity is a disease. Be innovative and creative in your approach to customer service. Make your company different from your competitors in such a way that customers absolutely cannot avoid noticing. Color inside the lines at your own risk.
4. Knowledge: It’s amazing how often we hear the words “I don’t know” when asking a question of someone who passes for a customer service representative. The more knowledgeable you become, the more helpful you will be to others. It isn’t enough to smile and look good. Being knowledgeable is the added value you bring to your customer service.
5. Initiative: Initiative is having the resourcefulness to see what needs done and accomplishing it before anyone asks. Take the initiative to exceed the expectations of others and you will always have an abundance of customers.
6. Integrity: Be fair and trustworthy, be honest and conscientious, and customers will pay you with their loyalty. Act in accordance with these values, and you will build a strong and enduring customer base.
7. Commitment: Customers demand more than ever before. Only individuals with commitment will meet those demands. Do what you say you will do, or alert people when you can’t. Those who commit to the job, work from the heart.
Follow this formula with radical dedication and you will see your market share grow, even in a challenging economy! And check out Mike Dandridge’s book, The One-Year Business Turnaround, as well as Mike’s blog atwww.businessturnaround.blogs.com.
