Defining quality in customer service

- We probably all use the term quality in a general sense. I need some quality sports headphones, or their team is very focused on quality. What we really mean is, high quality or exceptional quality. But what does quality mean in customer service, what are standards and where do they come from? Let's explore answers to those questions here. Quality is quite simply the attributes or characteristics of a product or service. So to define what great quality means, we need a point of reference. That's where standards come in. Standards refer to the requirements or specifications established for customer service. Put simply, they're established guidelines for your customer service. They help you navigate what needs to happen consistently with your customers, and ultimately help you to find what great quality looks like. There are three things you'll want to consider when establishing quality standards. One is customer expectations. With service, unlike manufacturing, there's no tangible product. So when you're looking at setting standards, you need to take into consideration the customer's perception of how well your service meets his or her expectations. Second, you'll look at your organization's vision, mission and values. Every organization has a unique personality, which should shine through in quality standards. Here are two examples: Northwestern Mutual, the U.S. based financial services company founded well over a century ago, has built a reputation for stability. Their customer service is professional and effective. Thank you Mr. Cleveland, enjoy the rest of your day. MOO.com is a fast-growing, London-based design and printing company. They encourage their team to, in their words, be passionate, lovely, and ambitious. Their approach is more playful, have an awesome day, Brad. In both examples, quality standards help guide services that are right for these brands. You'll also need to consider stakeholders, as you build your quality standards. Stakeholders are individuals or groups who influence the direction of the organization, or are impacted by it. Employees, shareholders, suppliers, and regulators are all examples. Legal requirements, for example, around privacy or data security, should be reflected in your quality standards. And if your organization is seeking formal recognition for quality, there are organizations that have specific requirements. A well known example is ISO, the International Organization for Standardization. Your efforts to establish standards can become part of one of these certification programs, if you choose. And there may be important stakeholders in your sector. In travel, for example, Michelin and Forbes rate hotels, typically up to five stars. The Forbes Travel Guide uses more than 800 standards as part of their assessment. For a five-star rating, for example, arriving guests must be greeted and provided assistance within 60 seconds. Phone calls are not to be left on hold for longer than 30 seconds without offering a callback, and others. I encourage to consider all three of these sources as you shape your quality standards. And here's a final tip: Your quality standards should be uniquely yours, because they reflect your brand, and your customers.