International Customer Service Week is celebrated annually in the first full week of October. To recognise the importance of excellent customer service, we are featuring a customer service themed article each day this week.
John Lewis has just launched a virtual tour of its Oxford Street store for customers unable to travel due to Covid-19. You simply click on what you see to shop. For many, the thought of battling crowds to do the Christmas shopping will put plans of an annual festive trip into jeopardy. But John Lewis has launched an online feature that means customers can ‘visit’ its Oxford Street department store without leaving their sofa.
The retailer has released a virtual tour of the festive pop-up on its website, allowing shoppers to ‘walk’ through the space and admire the displays of festive table settings and twinkling Christmas trees. A great initiative and I wish John Lewis huge success.
Any change is all about the people
This is a really good example of how change and transformation are linked to customer service. The purpose of business (besides making a profit, one might argue) is to add value to the end user. By adding value to the end user (the client), we will be able to increase profits. Easier said than done. Adding value requires effort, innovation, persistence, energy, enthusiasm, engaged employees, good leadership and change.
Types of change
I posit, at a high level, there are two types of change. Linear change and transformational change. Both can but may not include some form of digital technology. Allow me to explain.
Linear change (change v1.0) is about doing things better. It is about fixing the past.
Make the system better
Become a better version
We are all quite familiar with linear change. We need to prepare (increase the urgency, select a team). We need to engage (ensure we have a clear vision and strategy, remove obstacles and celebrate wins as we progress). We need to implement (make change stick and ensure that the change becomes the way we do things around here).
Transformation (change v2.0) is about doing things differently, it is about creating the future and usually involves digital.
Make a better system
Become a different version
I refer to this as Digital Business Transformation (DBT). This is about changing and transforming at the speed of business. DBT is the integration of technology into all areas of the business resulting in fundamental changes to how the business operates and how it delivers value to customers, partners and employees. It is change on steroids. It is about taking change to a new level. It involves changes to the business model and the way employees work and interact. One could argue this is a mindset change and a cultural change. After all there is little point in having all of the systems, processes and procedures if the employees do not use them efficiently.
Any change is all about the PEOPLE.
So how does this relate to customer service?
Let’s revert back to the John Lewis example. John Lewis have implemented Digital Business Transformation (DBT). They have transformed their modus operandi in a short period of time. To repeat unashamedly – I congratulate them and wish them ever success. But let’s look at what this focus on customer service has involved.
They had to get the buy-in of the senior leadership team. Once that was completed – the support and buy-in of the employees. Next a focus on the culture – the way we do business. This also incorporates a change in the business model – no easy task. The employees must be trained on the new technology and ways of operating to handle issues, complaints, returns, new invoicing methods, new deliver options etc. They will need to tolerate a “culture of failure”.
Many of the systems, policies and processes will be new. I imagine that many will be tested “on the fly” as and when they are implemented. We are typically not used to or dislike failure, but the new way of working might involve fixing things as we progress, understanding that failure is a part of progressing. This is a massive change in mindset. I prefer to refer to this as a mind shift. There will be huge frustration at all levels and a massive learning curve.
Today is the day… the challenge is yours to change and transform your business to stay relevant
Another huge transformation involves communication. The leadership team will have to disentangle the organisation, break down silos and really focus on ensuring all departments work together. Crystal, clear, customised, communication is critical to success.
Without implementing all of the above (and many more other activities not mentioned in this brief article) the end user, the client, will not see the benefit and thus sales will decline.
For any organisation to deliver great customer service many changes are required, perhaps a bigger change than you at first imagined – a transformation in your business model. These are tough times for us all – large and small businesses. Employees are getting stressed, customers’ expectations have increased, everyone expects things to work seamlessly and when they do not, the opposition is just one click away.
Think carefully about how you need to change and/or transform your business to ensure you stay relevant. We all need keep our existing customers and try to win new customers. Providing a great customer experience is a sure way to achieve these objectives.
Superior service is a day to day, person by person challenge. Today is the day… the challenge is yours to change and transform your business to stay relevant. Change and transformation are all about adding value. So too is customer service.
Paul Rigby is an author, speaker, motivator, facilitator, advisor – helping people change, innovate, engage, lead and transform. He facilitates five workshops based on change, employee engagement, innovation, leadership and digital business transformation. Paul is based in Guernsey, Channel Islands.
To contact Paul: www.paulrigby.biz Email: [email protected]
