Business To Business Services - Page 1

A company may attempt to differentiate itself from its competition through the provision of better customer service. The consistent delivery of superior service requires the careful design and execution of a whole system of activities that includes people, technology, and processes; although, the rewards will include improved revenue from customers that are impressed with the service provided. The relation should not be only a buyer seller-relation but beyond.

Some companies do better than expected. In the 1980's, a customer called LL Bean and was surprised that he was greeted by name. The representative explained that AT&T provided Caller-ID service to all companies with toll-free lines (ten years before any phone company offered Caller ID to retail customers), and that Bean's computer had brought up the customer's record on her computer screen. She knew where he lived and what he had recently bought. If he wanted something new, she even knew the size and color to suggest. They also remembered the credit card number that had been used, although they could not be certain it was still valid. (In 2007, few companies can do as well. They commonly treat each caller as a total stranger, even if the person has been a customer for years, asking the same identification questions repeatedly, and remembering nothing. A person will be haphazardly switched from one employee to another and will be obliged each time to prove their identity and tell their story.) In some cases, a company will have two interfaces: during "normal business hours" in the vendor's time zone, the caller will reach the Customer-Service Department, which can take new orders, trace recent orders, and solve problems; a person calling outside those hours will instead reach a fulfillment house, often in another state or country, and able only to take new orders. In most cases, fulfillment centers don't even have catalogs for the many companies they represent. If a problem arises, the answer is "Call between 8 a.m. and 5 p.m. Monday through Friday, Eastern Standard Time."

Applied psychology in customer service

There are different levels of knowing your customers, often customer service relies on demographics or customer data collection. Yet, customer and customer dynamics as a group are affected through modalities of experience. Hence it is important to know your customers and to the culture that you want to create. This is where psychology enters into the realm of customer service.

According to Arthur F Carmazzi, founder of Directive Communication psychology how a person processes information will have a bearing on how he reacts in a given situation. Carmazzi says that there are 4 brain colors namely green, red, blue and purple. Knowing the brain color of a customer will help you understand his/her expectations of service and deliver accordingly. For instance, a red brain customer in a bank will value order and a systematic approach to enlisting him in a wealth management program.

According to Aziah Abu Bakar formerly with RHB Bank and now a Directive Communication practitioner, tending to the customer your approach would be to present the details of the program in a logical way complete with an analysis of his return on investment. On the other hand, if your customer were a green brain would prefer a speedier bottom line approach and one liner alternatives to his investments as a way of being approached. Hence knowing the psychology of a person's brain color helps you to understand your customers better to successfully meet their expectations.

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