Protect
Your #1 Asset - Customers
It's
a sad but shocking truth that most waste management companies
are using system software that originated in the "dark
ages" of the computer. If your software is ten or more
years old, you fall in with this group. And while many people
subscribe to the adage "If it ain't broke, don't fix
it", that could be disastrous for the future of your
company. New software is one of the best ways to improve your
company's overall productivity.
But whether
your system is "state of the art" or ancient, it
probably focuses more on general ledger reports and billing,
without servicing the real information needs of your customers.
This is the biggest mistake you can make.
No matter
what system you choose, customer service must be the keystone
of your organization. Customers literally make or break a
company, and the competition is getting fiercer every day.
Customer loyalty is challenged each time a competitor offers
a cheaper price, even if your service to the customer has
been beyond reproach. No doubt you have already spotted waste
containers with new company names on them, even in your own
neighborhood. Your customers may have reported being contacted
by another company. Can you really afford to fall short in
this crucial area?
There
are several ways you can better address customer service,
even without significant system modifications.
Consider
establishing a way to track and catalog all customer problems.
Attach notes to customer files which include not just requests
and problems, but information about other offers customers
may have received from competitors. Then establish an answering
offer which customer representatives and sales personnel can
use to help retain customers.
Make
sure you know all key customer personnel at commercial and
industrial sites, including their title, telephone, fax, cell
phone, supervisor, secretary and other related information.
It's essential that you know who to call in each situation,
and it's only common courtesy to know who answers that person's
phone.
Never
stop reinforcing the training of your customer service personnel.
Regular meetings to review policy and procedures regarding
customers can help your employees deliver consistent service.
Written procedures are essential, especially if you want to
train a new employee, and existing employees can review them
when needed, as well.
Establish
forum discussions where the personnel can talk about various
customer contacts and receive feedback from peers. Being able
to share "war stories" is a great stress reliever.
However, don't let these meetings sink into a complaint session
about your customers' faults. You are looking for good, open
communication where employees trade experience and advice.
Finally, never underestimate the importance of your biggest
asset...your customer.
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