In today’s competitive market, customer service plays a pivotal role in the success of any business. It's about managing and exceeding customer expectations—delivering what they want, when they want it, and in the best possible way. 

When done right, good customer service not only helps retain your existing customer base but also fosters growth through increased loyalty and word-of-mouth referrals. However, when businesses fail to meet these expectations, the consequences can be severe, leading to dissatisfied customers, complaints, and lost sales.

The challenge lies in ensuring that customer care teams are equipped with the skills and knowledge necessary to meet and exceed these expectations. A strategic approach to upskilling is essential. Without it, even the best marketing efforts can fall flat if the customer experience doesn't live up to the promises made.

To explore how Australian businesses can navigate these challenges and elevate their customer service, we spoke with Cathy Brand, CEO of Brooks Australia. In an exclusive interview with People Matters, she delves into the current state of customer service in Australia, the critical importance of upskilling customer care teams, and the biggest obstacles organisations face in delivering exceptional service. 

Brand's insights highlight why a strategic approach to training and development is not just beneficial but essential for businesses aiming to thrive in a customer-centric world.

Excerpts from the interview: 

How do you assess the current state of customer service, and why is it critical for Australian businesses to adopt a strategic approach to upskilling customer care teams?

In today's world, customer expectations are higher than ever, meaning it’s clear that Australian businesses face a critical challenge: delivering exceptional service that meets heightened demands.

With this in mind, it’s 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 years1. Clearly, Australian businesses need to adopt more strategic approaches to upskilling their customer care teams to ensure as a whole, we are addressing this issue for consumers.

What are the biggest challenges organisations face in delivering exceptional customer service? How are these challenges currently being addressed?

At the heart of every proficient customer service professional lies a fundamental skill: the ability to empathise with and comprehend customers’ needs. Surprisingly, this seemingly obvious element often eludes businesses.

Personally, when I think of good customer experiences, it’s the attention to detail and 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 impacts 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.

How to identify and address gaps in the skills and knowledge of customer care teams?

To identify gaps, it’s best to utilise a combination of customer feedback, employee self-assessments, and performance metrics. This could include conducting regular skill audits to pinpoint areas where the team may be lacking. Technology, such as customer relationship management (CRM) systems, can also be your best friend, helping to track performance and highlight areas for improvement.

Once these gaps are identified, it’s essential to develop a strategic training plan that focuses on both technical skills and soft skills. Encourage peer-to-peer learning and create an environment that allows employees to practice new skills in real-world scenarios.

What types of training and development programs have you found most effective for enhancing customer care skills and how to ensure that training programs are relevant, engaging, and impactful for customer service representatives?

Businesses must prioritise the training and development of their customer service teams to help bridge the gap between customer expectations and service delivery. For us, maintaining an accurate nurtured CRM enables us to manage and track customer requirements which is key in allowing us to become more strategic and proactive with our customer service solutions.

How to stay abreast of technological advancements and trends that could impact customer service and upskilling efforts?

While the recent surge in technology-driven customer support assistants may benefit businesses by reducing costs and providing customers with an alternative way to communicate in their busy lives, one must consider whether it might ultimately lead to the loss of valued customers in the long run.

During my time as CEO at Brooks Australia, we've amassed a wealth of insight in this realm. While human customer care has declined in favour of digital customer service, whether for convenience or the demand for 24/7 support, it can take time to determine which way your business should lean.

As we witness the rapid evolution of technology, businesses might be tempted to prioritise digital customer service. However, it's crucial to still recognise the immense value of a customer support team that displays an immense enthusiasm for your customers. Finding the right balance between technology and humanity will be where your business will hit the sweet spot.

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Are there any common pitfalls or mistakes that should be avoided when developing and executing customer service training programs?

The common mistakes I’ve noticed throughout my career that customer service training programs face include generic training, neglecting soft skills and ignoring employee feedback.

Not all training is one-size-fits-all. You should never be afraid to provide programs that address specific needs or scenarios for each individual. In addition, focus not just on the technical skills of the job but also on open communication, problem-solving, and, above all else, compassion for your customers.

Don’t let your employees just become another cog in the wheel. Allow them to provide feedback on what’s working and what’s not. Incorporate feedback from your staff to help improve your training relevance and effectiveness.