Alexandra Dobocan, head of communications and PR at The Furniture Ombudsman advises on the importance of training when it comes to customer service.

Alex dobocan bandw web

Alexandra Dobocan

The road to a failed customer service programme is paved with good intentions. Good executives can easily see the benefits of a customer centric strategy:

• More satisfied customers,

•  Increased loyalty,

•  A lower cost to serve

•  More engaged employees.

What people often fail to understand clearly is exactly what a superior customer experience is worth and what it takes to create one.

The true value of training is often overlooked by organisations – both large and small - but the tangible benefits that flow from a well-informed workforce can be considerable.

What people often fail to understand clearly is exactly what a superior customer experience is worth and what it takes to create one.

As we move into a more digitised marketplace organisations need their staff to be well rounded, capable to answer customer queries, interpret data and manage social media. With increased expectations for employees, we all have to ensure we offer the right support and training and last but certainly not least, that a balance is kept between the technical and soft skills we teach our employees.

Companies are struggling to find right balance between internet automation and skilled employees who can manage complex customer service. There is an increasing demand for higher-end customer experiences, which means the challenge grows for retailers to deliver that right combination of technology, trained staff, and outsourcing of specialised functions.

According to a McKinsey report, customer care will change radically around two key areas: understanding the evolving value and complexity of transactions, and choosing the right level of human interaction and automation for customer service. McKinsey has also pointed out the importance of customer service skills in customer care, and the training that must go into achieving this. Companies that look after their staff and invest in accredited training show results because their staff go the extra mile for customers and the business.

We have found from former delegates who have been accredited in consumer law and customer service by The Furniture Ombudsman is that, from their feedback, compensation payouts in their respective businesses were significantly reduced once their staff were better equipped to manage complaints.  

An informed knowledge of the law is a priceless tool when dealing with a dispute.  Awareness of the consumer’s rights and the trader’s obligations are key to both providing an effective remedy and maintaining that precious customer satisfaction. Training can also help to inspire and motivate staff and assists in making them feel an integral and valued part of your organisation.