SOCAP International

Book Review: Taking Your Customer Care to the Next Level

This book has some game-changing advice on giving your customers the experiences they are expecting.

It was quite refreshing to read “Taking Your Customer Care to the Next Level.” The book speaks to the anguish we all feel when experiencing poor customer service in our day-to-day lives. Let’s face it, every company says in its marketing material that “We offer excellent customer service,” however saying it and delivering it are two completely different things. Customer service can’t be addressed as an indirect type of action; rather a process must be ingrained within the culture of the company.

Authors Nadji Tehrani and Steve Brubaker reveal very practical steps to apply exceptional customer care at the highest levels. They use real-world case studies showing the outcome of both positive and negative customer experiences.

And they get it when it comes to training. I have read several customer service books that did not clarify the importance of building a properly structured training program as the foundation for new and existing staff members. As they write in the book, “customer service training is not an expense, it’s an investment.” Employees must be educated on the impact of customer service, while seeking their input, in order to obtain their buy-in. Each staff member must be empowered to meet customer needs and address customer concerns so they feel valued by the company.

 

Social Media and Technology

The authors’ expertise is evident throughout the book. One of the most eye-opening topics covered is the power of social media today to either enhance a company’s brand or be held hostage by brand detractors. It has been well documented that Millennials are a growing consumer demographic. Since they generally base their buying decisions on social and online reviews, it would be wise for all company owners to insist that their customer service team members read this book.

As our society moves more and more into the era of digital automation, opportunities for personal customer interactions are reduced. There is a place for high tech, but we must not sacrifice high touch. The authors illustrate a balanced approach to technology: why you need technology, how to utilize it effectively and most importantly, how you can maintain the human element in the customer experience.

I’m confident you will be refreshed and reminded of the many tools and training available to develop customer loyalty. As the authors write, “Customer feedback is worth its weight in gold as it will help you reinvent and improve customer experience, while simultaneously strengthening customer loyalty and improving your bottom line.”

At the end of the day, the only way a company can survive in this very competitive marketplace, is to differentiate its product or service through what the authors define as “next level customer care.” In order to give your existing customers a reason to come back, you have to be intentional about it being more than it just being a sale, say the authors, and build a relationship.

This game changing advice has been valuable for me and my team to build upon. I would highly recommend you not only read it, but apply the concepts to give your customers the experiences they are expecting.


Craig Freeman headshotCraig Freeman is part of a group that’s been researching the identity theft epidemic for over 12 years and has conducted hundreds of educational workshops throughout the United States. He has also empowered business owners and their team members with a professional resource that protects their legal rights, mitigating workplace absenteeism when life events occur, allowing them to “worry less and live more.”