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Sarah UKFast | Account Manager

Tip #4 Define

6 October 2011 by Alice Cullen

Day 4 of National Customer Service Week and I’m surrounded by a buzzing team of super and star themed heroes. Two weeks ago I made it clear to everyone that a fancy dress day in celebration of excellent customer service was the plan and I am not dissapointed. In fact, our research and development team have beaten all my expectations with their wrestling themed costumes – a definite contender for the team award later this afternoon.

Today’s service tip is to clearly define what you will and won’t do for your clients. This ensures their expectations are aligned. The reality of customer service is that you are only as good as your customers think you are. In business, a brand is often defined as the art of becoming knowable, likeable and trustable. Ultimately a brand can be worth a lot of money and companies will invest time and resources to protect it. I see brands tightly connected to perception.

By clearly defining for clients how best to work with your service team, what your business can do for them and fully understanding their expectations you will shift their perceptions and save valuable time for your service teams.

You wouldn’t invite people into a restaurant without a menu, would you? In the last ten years menus have become more informative marking out the vegetarian options and dishes that include nuts etc. This is all attending to detail and clearly defining what you do. Sometimes I look at menus and I’m blown away by the choice. It takes me too long to digest it (pardon the pun) and I’ll simply ask the waiter for a recommendation. I did this in Venice earlier in the year and was hit with a fantastic medley of old Venetian dishes. Define what you do and then do it. The message is simple, but it’s the execution where the real challenge often lies.


Our previous tips are:

  1. Engage
  2. Training
  3. Measure