So many times, I hear business owners and employees say they have great customer service. Some companies even have taglines such as, "#1 in customer service." "Best Customer Service." and so on. If you are claiming this in a tagline or even if you don't have this in your tagline, but think this about yourself and/or your company, take this test!

Company owner/stakeholder/manager questions

  1. If you are an owner/manager and have staff answering your phone, responding to emails, or interacting in person with prospects and customers, have you recently (within the past year) had your staff mystery shopped?

  2. If not, do you hear and see every interaction your staff has with customers and prospects?

If the answer is no, you cannot make any claims or know for sure that your organization has exceptional customer service.

  1. Do you have a positive online reputation with the BBB (B+ or better)?

  2. What is the rating your company has online? Your rating should be 4.5 to 5 to even start thinking your organization might have exceptional customer service. But, this is not the only test.

  3. How many 4-5 start reviews do you have?

  4. How many negative/mediocre 1-3 reviews do you have?

  5. Does your company have no reviews?

If you answered that your company has no reviews, an absence of feedback does not equate customer satisfaction. Most customers won't complain and if you had exceptional, WOW'em customer service, there would bound to be at least one positive review. You need to actively seek feedback if your company has an absence of online feedback, or if your rating is less than 4 stars. Studies have found that for every 1 serious customer complaint, there are 26 more that don't complain. Another study states that only 4% of unhappy customers will complain. If you have any negative reviews, this should be cause for concern and you should set up a mystery shopper program.

  1. Do you have a referral rewards program for your customers that you track and measure?

  2. Are you, in fact, getting customer referrals?

If you answered, "no" or "not that many", you might not have exceptional WOW'em customer service. A customer who is WOW'ed by what you do for them is bound to give you a referral, whether incentivized or not with a referral rewards program.


Individual test questions
For anyone who has customer interactions - owners, managers, employees, billing, sales, etc. No matter what role you have in the company, it is everyone's responsibility to provide exceptional WOW'em customer service to both internal and external customers. This test only works if you are honest with yourself.

PART 1:

  1. At the beginning of every call that I make to a prospect or customer, I ask the customer if this is a good time to talk: 0 never, 1 rarely, 2 sometimes, 3 often, 4 always

  2. I have a smile on my face when interacting with prospect and customers: 0 never, 1 rarely, 2 sometimes, 3 often, 4 always

  3. I use positive (not negative) language when talking to a prospect or customer: 0 never, 1 rarely, 2 sometimes, 3 often, 4 always

  4. I use the prospect's or customer’s name at least once in our phone conversation: 0 never, 1 rarely, 2 sometimes, 3 often, 4 always

  5. I am an exceptional active listener (never interrupting, taking notes, focused on the customer, not formulating my next response as it the customer was an opponent): 0 never, 1 rarely, 2 sometimes, 3 often, 4 always

  6. I apologize to prospect or customers when they are not happy: 0 never, 1 rarely, 2 sometimes, 3 often, 4 always

  7. I fully understand how to use empathy and use it on every call when appropriate: 0 never, 1 rarely, 2 sometimes, 3 often, 4 always

  8. I reassure and restate after listening the prospect's or customer's needs/complaint and ask appropriate follow up questions. (I do not immediately go into selling or fixing the problem after the customer has told me what they need) 0 never, 1 rarely, 2 sometimes, 3 often, 4 always

  9. I fully understand the difference between and internal customer and an external customer: 0 never, 1 rarely, 2 sometimes, 3 often, 4 always

  10. At the end of a call or interaction, I ask the prospect or  customer if there is anything else I can do for them: 0 never, 1 rarely, 2 sometimes, 3 often, 4 always

  11. Regardless of the type of call, I thank the prospect or customer for their call: 0 never, 1 rarely, 2 sometimes, 3 often, 4 always

  12. I seek customer feedback after delivering/fulfilling the order or project they purchased: 0 never, 1 rarely, 2 sometimes, 3 often, 4 always

  13. I use the under promise/over deliver mentality when telling my prospects and customers what I will do for them next. 0 never, 1 rarely, 2 sometimes, 3 often, 4 always

  14. I deliver or provide my follow-up and follow through to prospects and customers properly and by the time I promised. 0 never, 1 rarely, 2 sometimes, 3 often, 4 always

TOTAL this and divide by 14 = ____ (Use 1 decimal point ex. 3.2)

PART 2:

  1. I can think of one time in the past week, where I did not do the best job at serving a customer: 0 never, 1 rarely, 2 sometimes, 3 often, 4 always

  2. I can think of one time in the past month, where I did not do the best job at serving a customer: 0 never, 1 rarely, 2 sometimes, 3 often, 4 always

  3. I tend to cut calls short when I know I have other things to do: 0 never, 1 rarely, 2 sometimes, 3 often, 4 always

  4. I tend to let a bad day affect how I interact with customers: 0 never, 1 rarely, 2 sometimes, 3 often, 4 always

  5. When I apologize I may say it with a "but" or an excuse (ex, I am so sorry I did not get back to you sooner, but...): 0 never, 1 rarely, 2 sometimes, 3 often, 4 always

  6. When I am on the phone with a customer, I try to make myself more efficient by multi-tasking (typing, reading other emails, etc.) 0 never, 1 rarely, 2 sometimes, 3 often, 4 always

  7. I miss prospect or customer follow-up deadlines: 0 never, 1 rarely, 2 sometimes, 3 often, 4 always

TOTAL this and divide by 7 = ____ (Use 1 decimal point ex. 1.4)

Now, subtract your PART 2 score from your PART 1 score. This is your overall customer service score = ____

Unless you got a 3.5 or better, your customer service is not at a WOW'em level - the kind of service that gets positive word of mouth advertising for your organization.

At SHE Leads Group, members are offered an extensive half-day customer service training workshop. This is one of many professional and business development training programs to which members have access. Experience the SHE difference and visit one of our chapters, where your business category is not already occupied. We welcome guests!

About the author

Beth Boen, Founder of SHE Leads Group

Beth Boen has more than 30 years of experience in sales, marketing and customer service. She is an award-winning marketer. She is also a professional trainer and customer experience consultant. Beth loves helping people build long-term, loyal relationships that produce quality connections in their business that lead to lifetime customers and endless referrals. Beth helps people do this through her thoughtful blogs and training curriculum. Members of SHE Leads Group have access to more in-depth business development training through presentations at meetings from Beth, her curriculum, and guest trainers. In addition to being the Founder of SHE Leads Group, Beth has had a training and consulting business, The Voice Customer Experience, that she started in 2005.

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