2023 was a record year for new businesses. Over 900,000 new companies were incorporated, which is up 12% from 2022 and this start-up boom is impacting all industries. As more entrepreneurs open new businesses and markets become more saturated, the importance of providing exceptional customer service can’t be overstated.
No matter what products or services you provide, customer service is often the dividing line between businesses that thrive and those that struggle to maintain their market position. So, training employees to deliver excellent customer service is a crucial investment that pays for itself over time. Below we have explored why customer service is important in more detail and why all businesses should be training employees to provide great customer service.
How Customer Service Training Impacts Customer Satisfaction
Effective customer service training equips employees with the knowledge and skills required to handle customer interactions in a way that enhances the experience they have with your company. Whether it’s resolving customer problems or providing personalised recommendations, the importance of customer service shouldn’t be overlooked. Well-trained employees are better prepared to meet customer needs proactively, leading to higher satisfaction rates and turning prospective consumers into happy customers. Not to mention, when employees understand how to deliver superior customer service consistently, it reflects positively on your brand as a whole, building trust and loyalty among your customer base.
Key Components of Effective Customer Service Training Courses
An effective customer service training course should encompass various elements that impact customer satisfaction. It’s about more than just knowing how to greet customers and assist them with their queries. For example, at Performance in People, our BMS® Direct course is designed for customer-facing employees and focuses on the Behavioural Measurement Score (BMS®). This methodology is centred around the 6 key behaviours that impact most on the customer experience, so employees know what they can do to deliver outstanding customer service, ensuring every customer interaction is productive and pleasant.
BMS® has now been adopted by over 100 UK organisations and we have delivered training to some well-known brands. Our training courses have seen significant results and helped businesses to exceed customer expectations;
Audi - We have been working with Audi since 2016 and since the start of 2023, Audi has focussed on BMS®. We have provided BMS® Direct training to Sales Executives and 95% of employees said the course has improved their ability to give a great customer experience. The improvement in BMS® has resulted in an average of 91.6% of genuine customers saying they would purchase from an Audi centre.
The Cumberland Building Society - We started working with The Cumberland Building Society to help them understand the customer experience and optimise the customer journey. We rolled out our Coaching & Behaviours for Service Excellence (CBX) Course to their managers, which combines our Behavioural Measurement Score (BMS®) module with New Code Continue & Begin Fast Coaching®. Feedback was unanimous and employees said it was the best training they’ve had.
CUPRA - We provide a range of services to CUPRA Aftersales including training, coaching and mystery shopping. We delivered BMS® training for CUPRA staff to help them provide even higher levels of customer service. Feedback has been very positive and there has been a 12% uplift in BMS® scores since the training. By observing CX metrics, there has also been a significant uplift across overall satisfaction metrics.
Long-Term Benefits of Investing in Customer Service Excellence
When considering investing in customer service training, it’s important to consider the long-term benefits for your business;
Improved Customer Retention - Customers who have a positive experience with your brand are more likely to remain loyal, reducing churn and increasing their lifetime value. This loyalty also supports a more predictable revenue stream, allowing you to invest with more confidence in future innovations and service enhancements.
Enhanced Brand Reputation - Consistently good customer service can improve your brand’s overall reputation, making it easier to attract new customers through word-of-mouth and positive reviews. A strong reputation can also help to prevent the impact of any negative publicity, should it arise.
Operational Efficiency - Well-trained employees can handle queries more effectively, reducing the time and resources spent on resolving customer issues. This increased efficiency can streamline customer interactions, speed up service delivery and lower operational costs, enhancing overall customer satisfaction.
Employee Satisfaction and Retention - Employees who are given training to succeed in their job roles often have higher job satisfaction, which can reduce turnover and the costs of hiring and training new staff. Satisfied employees can become advocates for your brand too, contributing to a positive work environment and enhancing team morale.
Implementing Training for Your Employees
All in all, if you’re wondering why customer service is important, the answer is that it directly impacts customer satisfaction and the ongoing success of your business. Training for customer service excellence is not just about teaching employees to smile and be helpful, it’s about building a team that can actively contribute to your success by delivering service that exceeds customer expectations. By investing in your employees through comprehensive training courses you will be investing in one of your biggest assets.
To speak to our team at Performance in People about our training and coaching workshops in more detail, get in touch with us today. We will be happy to answer any questions you may have about our popular BMS® Direct course and how it can help your employees to provide the best possible service to both existing customers and prospective customers. With many years of experience, we understand the ins and outs of customer satisfaction, and we can support your business to see quantifiable results.
