30 June 2014
A workshop being held in Rotorua aims to lift customer service levels.
John Eaden, ANZ Bank’s Business Training Manager, says the challenges around service levels are not confied to Rotorua.
The ANZ Bank is leading the customer service workshop at Rydges Hotel, Rotorua, on Tuesday (1 July) as part of the inner city renewal project.
The Mud asked John Eadon some questions regarding the importance of service, how it is measured and how Rotorua measures up.
Why is it important to deliver excellent customer service?
At ANZ, our aim is to do more to help our customers get ahead. As part of this it’s important for us to provide great customer service, having local teams of skilful people available to help customers meet all their banking needs.
It’s well documented that businesses which proactively focus on developing and improving their service culture tend to be more successful.
According to Kiwi Host’s annual survey, customer service levels across New Zealand are not that great. So there’s a real opportunity for New Zealand businesses to lift their game, and that’s one of the reasons ANZ is putting on this workshop.
Who should deliver excellent customer service?
Everyone within a business everyone has a responsibility for delivering excellent customer service. It’s not only the responsibility of the customer-facing staff, but the people behind the scenes supporting those people as well.
Companies need to make good service a priority – and that needs to be driven from the leaders. It’s about embedding the expectation of outstanding service within the culture of the company.
What constitutes customer service?
Customer service is the entire experience that a customer has with a company. It starts with the very first interaction, whether this is how easy it is to find the information they need on a website, or how well the phone call was answered.
Customer service is part functional and part emotional. The functional part is how well the company deals with the customer’s need – i.e. its products, prices, processes. The emotional part is how the company makes that customer feel – i.e. are the welcoming, are they interested in the customer, do they appreciate the business.
Excellent customer service happens when companies nail both the functional and the emotional.
How is customer service measured?
This is an incredibly important part of embedding a customer service culture in your organisation. It helps all employees to have accountability for the service they are providing at an individual level – as well as at a business level.
However, unfortunately very few companies attempt to measure it. Ideally, they should collect feedback as often as they can, and in as close to ‘real-time’ as possible. It’s also about working out what channel works best for your customer base.
For example, would a text message work better than a form to fill out in store? Of course, collecting the feedback is one thing. Working out how to use the feedback and make improvements to your business is the next. Both are key.
There are a few different ways businesses can measure customer service including Overall Satisfaction (CSAT), Customer effort, Net Easy and Net Promoter Score (NPS). There are different views on which is the strongest indicator of customer service and this will also vary depending on the nature of your business.
At ANZ, we measure a combination of these. By better understanding these drivers we can make changes to improve the service we provide our customers and ultimately create advocates for our brand.
Is it possible to put this in a Rotorua context? For example, is the workshop being held because customer service is a. an aspect in which we lag; b. an aspect seen as insufficiently addressed currently; and, c. an area we can all improve on? Or all three.
These trends are not confined to Rotorua. However, a number of concerned business people in Rotorua have decided to try and raise the bar in their city and have asked ANZ to help.
We have a team here at ANZ which offers a range of free workshops throughout New Zealand to help business and business people grow. Whether you're starting a new business or established and looking for inspiration, there's a workshop to suit. And you'll gain some great networking opportunities along the way.
We cover a range of topics including finance, marketing, management, technology, franchises and economics. They’re free and you don’t have to be an ANZ customer to attend. You can check them out – as well as lots of handy tools and resources – on our small business website: www.anz.co.nz/bizhub.
I am guessing that ANZ has a particular service culture and may have some lessons to pass on to those attending, so what can attendees gain from the workshop?
As an industry banks are among the top ranked sectors, with rankings consistently in the 90th percentile.
However, we’re always seeking to raise the bar further. We’re New Zealand’s largest bank, and we see real benefits for the economy in helping small businesses succeed.
At ANZ we have a structured survey programme to understand customer experience and provide insights for improvement and coaching.
In the past four years ANZ has helped over 20,000 New Zealanders start their business, and helped thousands more to grow. With more than 600 specialist business bankers in branches across the country, we have a range of practical advice to help people run their businesses.
Workshop aims to inspire high service standards
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