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Why don't you come and experience Trinity Scientific for yourself?

I’ve written in the past about how important customer service is when choosing a contract laboratory – or any other business partner.

The frustrating thing about customer service is that no two customers want the same thing.  So delivering great service requires a deep knowledge of what a customer wants; it’s not going to happen by accident.  Good customer service is frustratingly hard to come by, but there are companies that have delivered great service over many years - John Lewis is a well-known example.  How can a company consistently deliver great customer service?

A Google search on delivering customer service unearths lots of articles on measurement, KPIs and systems and processes.  This is all good stuff, but I can’t help but feel that it misses the point.  When I’ve experienced great service, it hasn’t been because someone has followed a process properly and been measured doing it.  It’s been because one human being has tried to make a difference to another human being.

Great service in a nutshell is this: it’s about creating a positive experience for an individual.  And whilst there is huge variation in what individuals might consider a positive experience, there are many areas of common ground.  Do you know anyone who doesn’t like to be listened to, treated with respect and honesty, and to be made to feel like they and their issues are important?  And by treating people this way (which really means talking to them), it is possible to discover the specifics of their issues, likes and frustrations.

The issue for many businesses is this.  It’s easy to set up systems and processes and to measure the result; in fact, much easier than creating a staff culture where people are happy, want to do a good job, and are keen to build human relationships with their customers.  Creating a positive culture is a long-term task, requiring an understanding of the complexities of human behaviour and motivation, and many businesses have neither the patience nor the senior management skills to do it.

The benefits are huge, though.  In addition to delighting customers, enabling sales growth and margin expansion, a positive culture motivates and retains staff.  In fact, strategic theorists consider it the only truly sustainable competitive advantage.

DDD Limited, a 100 year old family company, has been creating such a culture.  Why don’t you come and experience it for yourself?  Visit Trinity Scientific, DDD’s newest company, at stand 42D50?