The growing need for Australian businesses to improve customer care

From the top down: By valuing and investing in our customer-facing staff, you will not only enhance your reputation and sales but also ensure customers feel heard, valued, and satisfied, writes Cathy Brand.

In today’s world, where customer expectations are higher than ever, Australian businesses face a critical challenge: delivering exceptional service that meets these heightened demands. It’s especially alarming that over two-thirds of Australian consumers believe companies aren’t placing enough emphasis on this – a sentiment that has remained unchanged for seven years. This ongoing disconnect offers businesses a prime opportunity to differentiate themselves by providing outstanding service.

The face of the company

What concerns me the most is that eight out of the top 10 reasons consumers stop buying from a company are related to poor customer service. These frontline employees are vital to your business; they act as the face of the company, they are the first point of contact, and often, they are the determining factor in whether a customer decides to continue doing business with the company.

As most businesses already know, Australian consumers are very active in sharing their customer service experiences, and they are particularly more likely to talk about their negative experiences than their positive ones.

Personally, when I think of good customer experiences, it’s the attention to detail and the personal touch that stands out. Good, honest help that is fast and clear and tries to find solutions no matter what.

Therefore, customer service representatives’ abilities to address concerns, provide solutions, and convey empathy directly impact customer satisfaction and loyalty. It is not enough to merely have a great product; without exceptional service, even the best products can fail to create lasting customer relationships.

Great customer service is great brand reputation

During my time as the CEO of Brooks Australia, I have seen firsthand the difference prioritising customer care can make. Our industry is one where trust and reliability are paramount, and our commitment to exceptional service has become a cornerstone of our success.

I’m a firm believer that great customer service equals great brand retention and reputation – a great customer experience is long remembered after the price of any item is forgotten.

To bridge the gap between customer expectations and service delivery, businesses must prioritise the training and development of their customer service teams. For us, maintaining an accurate nurtured CRM (customer relationship manager system) enables us to manage and track customer requirements, which is key to becoming more strategic and proactive with our customer service solutions.

Unlocking the essence of customer service paves the path to crafting an extraordinary team, and to be able to do so, this principle must come from the top down.

From the top down

Customer service plays a pivotal role in the heart and soul of your business; it deserves to be cherished and prioritised in every aspect of your operations.

The commitment to customer service excellence must begin at the top; leadership must prioritise customer satisfaction and create a culture where exceptional service is valued and rewarded. By instilling this into your organisational ethos, you ensure every team member understands the importance of customer satisfaction, leading to consistent and high-quality service that builds lasting customer loyalty.

By valuing and investing in our customer-facing staff, you will not only enhance your reputation and sales but also ensure customers feel heard, valued, and satisfied.

Because, when it comes down to it, all the customer wants is to be heard and understood. It’s vital to convey to customers that their problems are your problems, and you won’t stop until you’ve provided a solution.

This, ultimately, is the true measure of success in the modern business landscape.

Cathy Brand is the chief executive of Brooks Australia.