Front line employees are, in most cases, the ones interacting with customers on a daily basis. When they do so, they represent their employer and everyone working there. For that reason, customer satisfaction is imperative.
There is nothing that displeases an operations manager more than a complaint from a customer. Complaints are indicative of poor behaviour observed by the customer and are not a positive reflection on the company.
Employee training can help employers to combat poor behaviour. However, training is often limited to elements related to the operations; e.g. mobile equipment, reversing a commercial vehicle, or safety material handling.
Training elements in the operational field help minimize losses by preventing property damage and injuries. These are essential training areas but are not all encompassing.
In order for a business to have greater success its employees must emphasize customer satisfaction. Take, for example, fast food chains. Nobody would enjoy receiving a coffee if they ordered a doughnut.
Fast food chains are dependent largely on customer satisfaction. It is such an important part of that industry that the American Customer Satisfaction Index, which ranks fast food chains based on their customer feedback, puts out an annual Restaurant Report.
Improving customer satisfaction in the trucking industry involves many similarities when compared to retail outlets; e.g. appropriate clothing, language, behaviour, etc. A lot of credit should be given to employers who set and uphold the standard for employees in terms of appearance, communication and conduct.
While setting a standard can bImage may be NSFW.
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e a challenge, especially for small employers, there are other ways to improve customer satisfaction.
In the trucking industry the nature of the business requires an employee to visit multiple sites, each with different rules and procedures. A simple task an employer can do to improve customer satisfaction is to find out the rules and procedures that are in place at each customer site, and then ensure that each driver follows these.
Most sites, for example, will require staff and visitors to wear high visibility vests (safety vests) and steel-toed boots. Simply requiring each driver to wear their safety vest and boots during each delivery will not only improve their safety but also improve customer satisfaction.
Customer relations can improve by taking the time to learn their rules and procedures. This should be followed up by ensuring employees are made aware either through training, bulletins or waybills. This information is valuable to both new employees and employees visiting a new site.
Improving customer relations by training employees is one way employers can gain greater success. If you have any other practices employers can carry out, please share in the comment section below.
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