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Every year Bloomberg/Business Week and J.D. Power survey consumers to come up with the 25 best big companies for customer service. Seeing how the top companies work tells you what you should look for as a consumer, as well as provides ideas to improve customer service at your business or workplace.
What’s particularly interesting is that, despite the variety of businesses, the winners nearly all used some combination of only two techniques to get to the top: using the latest technology to better serve their customers, or creating employee loyalty.
Let’s take a closer look at the top five companies. We’ll start with the following short news story I shot at Publix Super Markets, No. 5 on the list. As you watch, keep in mind that the while some of the techniques you’re about to see weren’t cheap, new technology doesn’t have to be expensive. Check out our recent story called Four Free New Ways to Bring Customers to Your Business.
Here’s a closer look at the top companies and the customer service lessons we can learn from each.
No. 1 L.L. Bean
According to the Bloomberg/Business Week Survey, catalog/internet retailer L.L. Bean was tops in customer service last year. Why? According to Business Week, customers like “its lenient returns policy, inexpensive outdoor gear and clothing, and the fast responses from its Maine call centers.” Bean also offers free shipping to its credit-card holders, including free returns. Finally, when the company closed a call center, rather than sending the business overseas, it offered the displaced employees the opportunity to work from home.
Lesson: Create loyalty with your customers by offering perks such as free shipping. Create loyalty among your employees by being flexible.
No. 2 USAA
USAA is one of the largest players in the insurance/financial services industry, but that hasn’t prevented the company from using innovation to make life easier for their customers. According to Business Week, USAA lets customers make deposits by combining an iPhone app and a picture of their checks. They’re also developing a way for customers to use smart phones to handle accident claims.
Lesson: Don’t rest on your laurels. Just because you have a system in place that works doesn’t mean you shouldn’t create one that works better. Make life easier for your customers and they’ll make yours easier, too.
No. 3 Apple
How many retail stores allow customers to call ahead for an appointment? Or have checkout clerks roving the aisles so you don’t have to wait in line? Apple doesn’t bank only on its iconic products to attract and retain customers; it develops new ways to make it easy for customers to buy.
Lesson: While low price is one strategy for increased sales, it’s not the only one. Despite premium prices, Apple commands premium customer loyalty with great point-of-sale service.
No. 4 Four Seasons Hotels and Resorts
According to Business Week, this luxury hotel chain cross-trains its employees so workers who normally don’t come into contact with customers have that opportunity, and those on the front lines occasionally work behind the scenes. Result? If additional customer service is needed, more employees are ready to step in. In addition, all employees gain a greater appreciation of each other and their customers.
Lesson: The more flexible the workforce, the better. And everyone — especially those who don’t normally interact with customers — should understand the key role those customers play.
No. 5 Publix Super Markets
The place where we shot our recent news story, Publix implemented new technology to keep popular items on the shelf. The company is also employee-owned. According to Business Week, last year the average employee received $2,326 in privately held stock.
Lesson: Use technology to fulfill promises to customers; give employees a financial stake in the outcome.