A heating products manufacturer’s operation included a service team. It wished to increase this team’s focus on customer service and also encourage them to sell-in other products and services when visiting customers or taking telephone enquiries.

Solution

Recognising that many of the engineers did not come from a customer focused culture and were reluctant to sell, it was felt that any attempt to introduce sales skills would be unwelcomed. It was thus decided to introduce the key customer service and sales skills, but presented by reviewing and acknowledging the achievements of the service team. In this way it would be possible to be both motivational and instructional. This would take place at the annual conference.

As a first stage, Competitive Advantage interviewed the service team to get stories of customer service and sales achievement. From this a number of case studies were compiled to support the conference messages. Recognising that people are often reluctant to stand up in front of their peers and talk about their achievements, and when they do cannot be relied upon to say the right things in the time available, video interviews were then conducted. These were then edited to give the required message in the appropriate time frame.

On the day of the conference the video clips were introduced and summarised using standard customer service and sales messages, along with other exercises and activities to reinforce customer focus.

Benefits

·        The achievements of the team were recognised.

·        Sales techniques were introduced but in a subtle manner.

·        Examples were presented to members of the service team to show how they could improve customer service and develop sales.