Customer Service in Thailand – how to deliver it (every time!)
How to deliver outstanding customer service in Thailand – every time
If you need to improve the customer service in your company in Thailand (and in Asia) then here are four hot tips that makes delivering customer service consistently super easy – every time…
One: Forget Processes. Instead, create a deliberate customer experience
First, forget processes (the long text-heavy manuals that are a favourite among many multinationals). Why? Because as we have seen before only 4.1% of Thais over the age of 12 read in their free time (SE-ED research), and reading (even in Thai) is not a great way to deliver learning and understanding. Just look at the adverts in Thailand – the ratio between image and text is something like 9-1.
If you believe advertisers have done their homework, you will probably want to take this on board in your company – and save a lot of headaches.
Instead, create a deliberate customer experience using our easy-to use framework delivered in Customer Experience Maximisation. This means touchpoint mapping the customer’s desired experience and then turning your service personnel into actors. This gives your staff a one-page visual map to refer to, every day.
All your staff then need to do is to target two emotions in their customers. This approach makes it very easy to find out (from your customers) when they have done so. Since emotions speak louder than words – we believe this makes sense!
Two: use one simple metric most of the time
Want your staff to perform? Then keep it simple by using one easy metric most of the time.
The metric we recommend is the Net Promoter Score (or NPS).
Put simply, you can rate the customer experience by asking your customers the easy question:
How likely is it that you would recommend __________ to a friend or colleague?
This metric enables you to pick up on repeated service issues. How to pick up on these? That’s for you to do, by drilling down with follow-up questions (tip: this is an opportunity for you to salvage unhappy customers or up-sell delighted ones).
Do not turn your customer into a consultant by asking him or her dozens of questions in a ‘satisfaction survey’ – it doesn’t work! The proof is in the low return rates any questionnaire lasting over 45 seconds achieves. 45 seconds is your cutoff time then!
Three: be proactive with the results – real time
We recommend ditching performance appraisals for service personnel (at least those rating their service performance). Why? Because the reality is that customers will give you a 24 hour ‘grace period’ – maximum – before they defect. So following up performance issues 3 to 6 months after they happened is rather like shutting the barn door after the horse has bolted!
Instead, use technology (we can help you) to enable real-time reporting. Then simply follow-up every day – it’s actually much easier running your business this way!
This data can be shared on your service personnel’s hand-held devices. Easy!
Four: train collectively!
Without delving too deeply into cross-cultural meanings – if you want to deliver your customer experience (or any strategy for that matter) you’ll get much better traction if you train it collectively.
Why? Because many Asian societies will tend to avoid conflict and be risk averse. So if you want to make change happen, best get all the participants together and achieve shared concept through a full training session. This cuts through the resistance, boosts engagement (the willingness of staff to commit Head, Heart, and Hand), and saves you money from all the repeated service failures that take place if the onus is always on ‘the manager’.
Talent Technologies | Producing Change