今日的顧客服務是怎麼了?

By: Robert J. Tamasy

你是否記得「客戶服務」是優良企業的標記嗎?零售商喜歡J.C. Penney (註1)和 Sam Walton(註2),因為他們了解顧客,他們最大的資產就是記得客戶的需要。但這些在二十一世紀似乎被遺忘了。

以前,售貨員總是惹人嫌,因為他們一直纏著客人。但是在今天,大概要開一個銷售人員大會才找得到售貨員。就算在店裡買東西,你也要走一段路到收銀台才找得到人。

幾個星期之前,我才買了一個昂貴的的燈泡來替換在爐子上方壞掉的燈。上個星期這個燈泡壞了,所以我到一家知名的五金材料行去換一個新的,但是當我回到家時一打開包裝時,發現這個換來的燈泡有三個裂縫。

所以我只好又回到這家全國知名的五金材料行,去換一個沒有裂縫的燈泡。但是沒有裂縫的燈泡也不亮。從它發出的叮噹聲,我猜它裡面有什麼部分是壞掉的。所以我只好又第三次回到那個五金材料行去換新的。

而後,我訂閱一份全國性的早報,有天,隨附一份當地報紙沒送到。我打電話到報社的流通部門,他們禮貌性地回答說:很抱歉!並且保證三點之前一定會送達,但是最後,報紙並沒有送達。

我們經常聽到銷售商抱怨說因為大家都上網購物,所以沒有人願意到店裡買東西了。但事實上那是因為零售商縮減顧客服務以及我們在網路上可以得到更多個人化的服務所造成的現象。

Penney and Walton他們的事業是建立在真正關心顧客的需要和讓顧客覺得被重視和需要。他們是信實的人,就像聖經中所說的:「所以,無論何事,你們願意人怎樣待你們,你們也要怎樣待人,因為這就是律法和先知的道理。」(馬太福音7章12節)「凡事不可結黨,不可貪圖虛浮的榮耀;只要存心謙卑,各人看別人比自己強。各人不要單顧自己的事,也要顧別人的事。」(腓立比書2章3-4節)

今天的企業,把聖經的觀點丟在一邊,只選擇短視近利的方式。顧客在高度競爭的市場裡常常被當成待宰的羔羊。

神其實立下很好的顧客服務的態度,那就是祂自己與悖逆的人類和好。羅馬書5章8節提到:「 惟有基督在我們還作罪人的時候為我們死, 神的愛就在此向我們顯明了。」耶穌也說:「因為人子來,並不是要受人的服事,乃是要服事人,並且要捨命作多人的贖價。」(馬可福音10章45節)

這是顧客服務的最高指導原則,不是嗎?

註1: J.C. Penney:請參考MBA智庫百科 http://wiki.mbalib.com/zh-tw/%E7%BE%8E %E5%9B%BD%E5%BD%AD%E5%B0%BC%E5%85%AC%E5%8F%B8

註2: Sam Walton 請參考維基百科http://zh.wikipedia.org/wiki/%E5%B1%B1%E5%A7%86%C2%B7%E6%B2%83%E5%B0%94%E9%A1%BF

勞勃.泰默西是領袖資產協會的傳播部副部長,這是一個總部在美國喬治亞州亞特蘭大的非營利組織。他也是一個有40年經驗的退休新聞工作者。他寫過一本書「最佳狀態的商業:箴言給今日職場的歷久彌新智慧」(Business At Its Best: Timeless Wisdom from Proverbs for Today”s Workplace)。他也與David A. Stoddard合著一本書「導師之心」(The Heart of Mentoring)。要了解更多資訊, 可上網www.leaderslegacy.com 或上他的部落格www.bobtamasy.blogspot.com以及www.bobtamasy.wordpress.com 。

省思 / 討論題目
如果跟以前的顧客服務做比較,你會如何評量今日的顧客服務呢? 你覺得企業為何縮減或是不看重顧客服務呢?你覺得這樣的縮減造成了甚麼影響呢? 你覺得聖經裡所說的服務和關懷,對企業、零售商或是客服人員來說是否重要?說明一下理由。 你對於文章中提到「耶穌為世人死」其實就是顧客服務的最高指導原則有甚麼看法?備註:如果你手上有聖經,想知道更多有這個主題的經節,請參考:箴言14章15節、18章15節、27章18節、23-27節,歌羅西書3章17、23節,帖撒羅尼迦前書2章6-12節

WHAT HAS BECOME OF CUSTOMER SERVICE?
By Robert J. Tamasy

Do you remember when “customer service” was a hallmark of good business? Retailers like J.C. Penney and Sam Walton understood their customers were their greatest asset and set about determining how to serve their needs. Somehow that philosophy seems to have gotten lost in the 21st century.

There was a time when sales people could be annoying, hovering over potential buyers, but these days it is almost requires a search party to find a sales associate when needed. Even to make a purchase, often you must trudge across the store to find someone at a cash register to take your payment.

Several weeks ago I bought a costly light bulb to replace one that had burned out above our stove. Last week that replacement bulb burned out. So I went to the name brand hardware store and exchanged it for another. When I got home, however, I opened the sealed package only to find the new bulb cracked in three places.

So I returned to nationally known hardware store again and bought another bulb that had no cracks. But this one did not work either. Judging from the noise it made when jiggled, something inside was broken. It took me three trips to obtain a functioning replacement bulb.

Then the national newspaper I subscribe to – delivered every morning with the local daily paper – failed to arrive. I called the circulation department, received the obligatory “I apologize” and “I”m sorry,” and was assured the periodical would be delivered by 3 p.m. It never arrived!

We often read about the retail industry”s woes, citing declining sales and often blaming purchases made online rather than in stores. Is that any surprise, when retail institutions have reduced customer service to virtually nothing and we can receive as much personalized attention on the Internet?

Penney and Walton built their businesses on genuine interest and concern for their customers, making certain they felt valued and needed. They were men of faith, motivated by biblical passages like “do to others what you would have them do to you” (Matthew 7:12), and “Do nothing out of selfish ambition or vain conceit. Rather, in humility value others above yourselves, not looking to your own interests but each of you to the interests of others” (Philippians 2:3-4).

Modern-day business, casting aside the foundation of a biblical worldview, chooses a short-term, profit-centered approach. Customers often feel treated like cattle rather than keys for survival in a cut-throat, highly competitive marketplace.

God actually set the best example. He took a “customer service” attitude when He sought to reconcile rebellious humankind to Himself. Romans 5:8 says, “But God demonstrates his own love for us in this: While we were still sinners, Christ died for us.” And Jesus declared in Mark 10:45, “For even the Son of Man did not come to be served, but to serve, and to give his life as a ransom for many.

If that is not the ultimate in customer service, what is?

Robert J. Tamasy is vice president of communications for Leaders Legacy, Inc., a non-profit organization based in Atlanta, Georgia, U.S.A. A veteran journalist, he has written Tufting Legacies (iUniverse); Business At Its Best: Timeless Wisdom from Proverbs for Today”s Workplace (River City Press); and has coauthored with David A. Stoddard, The Heart of Mentoring (NavPress). For more information, see www.leaderslegacy.com or his blogs, www.bobtamasy.blogspot.com and www.bobtamasy.wordpress.com.

Reflection/Discussion Questions
How do you rate customer service these days, especially compared to what you observed and experienced years ago? Why do you think customer service has been deemphasized or reduced by many companies? What do you think has been the impact of such decisions? Would you think revisiting principles of service and concern for others, as presented in the Bible, could be a good thing for many businesses, whether they are retailers or service providers? Why or why not? What is your reaction to the description of the teachings and sacrifice of Jesus Christ as “customer service”? Explain your answer.NOTE: If you have a Bible and would like to read more about this subject, consider the following passages: Proverbs 14:15, 18:15, 27:18, 23-27; Colossians 3:17,23; 1 Thessalonians 2:6-12

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