Guest Post: Exceptional Customer Service Doesn’t Start Where You Think

Christan Hiscock is the CEO and co-founder of Kardia Financial Group, an organization that believes that the financial services industry should not be solely focused on dollars, but on helping people truly get to the heart of their financial goals. He shares the foundational guide for everything a company does, the reason why the company was started and its values.

The differences between companies with exceptional customer service and the ones that don’t shine in quite the same way show up long before any interaction with a customer. But so many companies put the majority of their focus into developing a process to find or develop the right skills for the job, and they actually miss the key factors that make a much bigger impact. 

Where Customer Service Really Starts

There are two things that should be the foundational guide for everything a company does, and both are at the core of exceptional customer service. The first is the reason the business was initially started. The second is the company’s values. Combined, they create the framework for everything else in the business, especially customer service, because they guide the behavior of each person on the team – but they can only do so when they are clearly defined and communicated consistently.  

The reason the company was started to begin with is the problem it solves and the mission that drives the business. Every person on your team needs to know what that is, so they can ensure they deliver the right solution to your clients. A company’s values then guide the way the mission is met and the solution gets delivered. They provide the framework for behavior for everyone on the team and ensure things get done in the right way for the company.  

For example, Kardia Financial Group’s values are heart-centered (Kardia means “heart” in Greek), supportive and innovative. In order to be true to that, everything we do must be in full alignment with each one, especially our customer service. For us, that means our team members have to be able to meet people where they are. They must have kindness and curiosity so they can come to understand a client’s specific situation, and from there the ability to provide the support they need to move forward.  

When companies lead with their mission and values and use them as the guiding factor for everyone, they create common ground for their teams and their clients, and that sets up a deeper level of connection all around. When a client feels like they connect with a company and it “gets” them, they are far happier and a lot more loyal too, which does wonders for brand advocacy, making it even easier for your customer service team to excel.  

The Hidden Segment in Customer Service

If you want to develop better loyalty, goodwill, and advocacy in your community, which are indicators of exceptional customer service, start with your people first. All of your people. Loyalty is both an internally and externally driven factor that directly impacts the level of customer service in all ways. Loyalty, and exceptional customer service, can only be developed when you have complete integrity and consistency, and that again comes back to your mission and values and how much every person on your team embodies them, no matter which department they belong to. The clearer your mission and values are, the easier it is for each person on your team to do the right thing and act in the right way.  

On top of that, when you are clear about your mission and your values, your team members can also see how they align with them, both personally and professionally. When they can connect their daily efforts with their own values, as well as to the company’s bigger picture, they can be far more certain that they are making a difference in a way that matters to them. As humans, when we know we are making a positive impact, we are happier and we feel more fulfilled. Happier people make a happier workplace, and that’s better for everyone, especially your clients. This is why your entire internal team has just as much impact as your client services team when you want customer service and all-around excellence.  

Summing It Up

When a company leads from every level, with their mission and values as the driving factors for all they do, exceptional customer service must follow. As an added bonus, the increased level of integrity and consistency that flows from that kind of focus will improve internal and external loyalty and advocacy as well. That makes for a greater impact all around.  

Christan Hiscock is CEO and co-founder of Kardia Financial Group, which was born from the desire to change the financial services industry through heart-centered services that focus on what’s truly important; the people.

For more articles from Shep Hyken and his guest contributors go to customerserviceblog.com.

Read Shep’s latest Forbes article: The Perfect Customer Letter: Seven Lessons From IKEA