Good managers know that the customer experience is the lifeblood of any successful business. It is expensive to run a business that depends on “new” customers. It is much more profitable to focus on turning customers into repeat or loyal customers through exceptional and consistent customer service.
Given this, it is no wonder that many companies invest in customer service training. What’s less obvious, but probably even more important, is that training isn’t just for the front line; it’s for managers, too, and for good reason.
Knowing how to greet a customer, how to handle a complaint, or how to make a customer feel welcomed and valued are all pillars of a memorable customer experience. When employees consistently understand and provide this level of service at all times, it makes a difference in the company’s bottom line.
Ensuring that employees understand and adhere to a company’s customer service strategy depends on many factors, but among the most important are management’s approach, attitude, and behaviors.
People learn more effectively by example. Resource folders, tip sheets, educational tapes, role plays, and presentations are all great ways to train staff, but it’s hard to beat the positive learning advantage that teams get whose managers model the ideal attitudes and behaviors the company wants. . And nothing kills a great training initiative than a manager who doesn’t support the new direction.
For managers to “lead by example” they first have to endorse and then master desired behaviors and that can best be achieved through training specifically for managers.
It is prudent for any company to first recognize that there may be a certain mindset in many management groups around the need for managerial training. Many managers believe that this is a front-line problem that only requires front-line training.
The problem with this line of thinking is that management personnel are key to the success of front-line training and managers cannot model excellent customer service behaviors without, in most cases, going through the training themselves. .
To increase managers’ participation in training, it is important to highlight for managers the importance of their leadership role in any customer service strategy.
The following points should be emphasized in communications and presentations to management, your unique contribution to the company’s success plan:
- Administrative careers depend on the success of the people they manage. Managers can position their teams for success by mastering best practices and serving as a role model and motivator for employees who seek them out for direction and answers.
- For managers to be the model or example of excellence in customer service for their staff, they must have the most appropriate and comprehensive training they can obtain. Training specifically for managers will cover the necessary content and particular perspectives that managers will appreciate in their role as supervisors and mentors.
- The training develops many soft skills such as the ability to listen well, be empathetic, and keep promises. These types of skills are often very difficult to learn in the workplace, but they have the greatest impact on customer service and the manager’s goals. Managers have a unique opportunity to develop this valuable skill set in their teams through their own understanding and modeling of these essential attributes of customer service.
When companies involve their managers in customer service training, the organization receives practical reinforcement for its sales and marketing infrastructure and empowers a key group of people who can play an important role in the sustained success of the company.