Understanding Customers to Serve them Better
At service leader Square Trade, improving reps' attitudes toward customers, improves service quality. CEO, Steve Abernathy explians how he did it.
(Boonton, NJ, May 22, 2012) — Many people have negative impressions of warranty companies. And that comes as no surprise to Steve Abernathy, CEO of warranty company Square Trade. In the past, he says, "these companies were built on customers forgetting about warranties, on figuring out ways to deny claims, and on keeping costs low."
But, he tells readers in the May issue of Customer Service Newsletter, Square Trade is turning around those perceptions. One of the most important steps was to improve reps' attitudes toward customers.
Square Trade's customer-focused approach begins by building on the belief that 96 percent of the people who contact them are honest. And that only 4 percent might be trying to game the system.
It's very empowering to reps to know that they are focused on "wowing" people who are honest, says Abernathy. It also helps you to select and train for a different type of person, someone who wants to help rather than someone who is trying to "spot the fraudster."
Details on how Square Trade hires and trains this new breed of rep appear in the May issue of Customer Service Newsletter.
About the Customer Service Group
For more than 20 years, the Customer Service Group has helped customer service, call center and help desk managers increase productivity, improve service quality and boost customer satisfaction, loyalty and retention. The Customer Service Group publishes Customer Service Newsletter and The Customer Communicator.