FYI from MCI™

Five simple rules for better customer service

Let's assume you have a beautiful fleet of late-model MCI coaches, a roster of fascinatingly unique tours and a steady stream of charter groups who like to travel — a lot. If you don't have great customer service to back it all up, it could go by the proverbial roadside.

There's a wealth of information out there on what good customer service is, and how to deliver it. New York City's Columbia University even offers a course in it. The motor coach community is full of family-owned businesses that excel at it. And we at MCI have a few ideas, too. After all, with the biggest customer service network in the industry, we hear about the challenges operators face every day.

1. Focus on creating customers, not sales. It's an oft-cited statistic that it costs six times more to attract a new customer than it does to keep an existing one. And word-of-mouth referrals are generally your best advertising. By cultivating relationships, you can keep a firmer finger on the pulse of consumer preferences as well.


2. Know your products… and your customers. Knowing a lot about your equipment (MCI can help with that!) and your tours will help you win customers' confidence. Anticipating what your customers might want or need puts you ahead of the game.


3. Ask the customers what they want. In "Customers for Life," author Bill Sewell maintains that customers will tell you, one way or another, how to provide them with good service. The quiet ones will let you know you did something wrong by simply walking away. Sewell suggests being proactive. Customer comment forms can be handy, as can follow-up calls— this is one area in which the telephone trumps the e-mail. Also, he writes, "don't ignore a deeply held reaction, just because it's not a majority view." If one customer dislikes a policy or is disappointed in an attraction, assume he or she represents at least a few others as well, and adjust accordingly.


4. Make a commitment — and put it in writing. According to Allbusiness.com, negative buying experiences are almost always linked to shoddy customer service — though in the case of travel, there's a world of other things that can go wrong as well. To make sure customers are always treated right by your company, make sure every employee is courteous and committed — and give them the authority to make a difference. It may also help to put your customer service policies into writing. Be specific as to employees' power.


5. Give your customers reason to come back. Deliver what you promise, and then give them more. You might want to take a tip from the airlines and offer frequent-traveler discounts. Keep in touch with your customers, whether it's to let them know what you've been doing for them individually or what new tours and services you can offer. Make it personal when you can.

If that's not enough, Entrepreneur.com also offers several "Phrases That'll Make Your Customers Happy." They include:

• "How can I help?"
• "I can solve that problem."
• "I don't know, but I'll find out."
• "I will take responsibility."
• "I will keep you updated."
• "I appreciate your business."

What do all these phrases have in common? Sincerity and commitment. If your staff can truly internalize those values, you'll be well on your way to customer-service success.

The FYI from MCI editorial staff values your feedback. Please e-mail any suggestions, comments, or ideas for future articles to fyi@mcicoach.com.