Issue link: http://read.uberflip.com/i/408997
24 / NOVEMBER.DECEMBER.2014 RINKMAGAZINE.COM by JON GORDON C aring about customers is one of the best ways to differentiate your business and gain long-term consumer loyalty. But how can employers operationalize such a "soft" skill? "Your best strategy is to teach your employees what caring about customers looks like in action," says Jon Gordon. "Suggest specific tactics they can employ. When they see how good it feels to care — and how good caring is for business — you'll receive your team's buy-in and continued participation." Gordon notes that most of the tips he shares can also apply internally. "Employees can apply these principles to their interactions with each other, too," he says. "How you treat your coworkers is how you'll treat customers — you can't separate the two." Here, Gordon shares 11 strategies employees can use to show customers (and each other) that they care: Be present. Most modern workers have so many responsibilities and distractions that it's tempting to listen to clients with only one ear (or half an ear). You know how it goes: You make the appropriate noises during a client call ("Mmmhmmm…I understand… No, that won't be a problem…") while simultaneously typing an email to someone else. That's why giving a client your full attention is so meaningful. Being fully present says: "I really care about you and what you need from this organization. You are my top priority right now." "Leaders, your employees will be fully present with customers only if you give them permission to be," Gordon points out. "For instance, if you ask someone why she didn't respond to your email sooner and she tells you that she was on the phone with a client, you need to be OK with that. You can take a cue from Zappos, which encourages their employees to spend more time on the phone with their customers instead of creating time limits like many customer service call centers. Instead of rushing through calls, Zappos employees focus on being present and caring." Say it with a smile. Smile and be polite during all customer interactions. "Can I help you?" said with a PHOTO: BIGSTOCKPHOTO.COM 11 Strategies to Operationalize Caring How Can Employees Show Customers They Care? , Be genuine with customers during every interaction.