Expert says customer service training is essential
Tue, 27 Oct 2009
Businesses cannot afford to reduce the amount they spend on customer service training, it has been claimed.
According to Jo Causon, chief executive of the National Institute of Customer Service, firms which make cutbacks in this area not only risk losing employees – and therefore face higher recruitment costs – but are also likely to offer inferior levels of service.
She said it is "dangerous" to see training as the place to cut costs in the current economic environment, as this policy may only add to a firm's troubles.
Ms Causon was commenting after the institute reported that 30 per cent of firms have cut training levels and a further 21 per cent have laid off customer-facing staff.
Despite previous research showing that firms with a reputation for service excellence generate greater profits than their same-sector rivals, many companies appear to be making cutbacks in this area.
Ms Causon emphasised her view that employees who are "on the front line" must be given the tools they need to do their job most effectively.
"They need to be highly trained and motivated to consistently meet and even exceed a customer’s expectations, with technology working in parallel, so that people, processes and strategy are truly aligned around the whole customer experience," she added.
Earlier this month, Ms Causon described customer service as "the vital differentiator in business today".
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