With the fast-changing and intricate business environment in today’s world, one could believe that breakthrough strategies, technological advances, or data analytics are all it takes to stay ahead of competitions. But an important factor which very few pay attention is the base of any organistion success — etiquette.

Etiquette, in truth, is not outdated, but rather a guiding ethos of respect, care, and clear communication with your team or anyone you may encounter during the purchasing experience. Customer service takes on the front line, where a company’s values and reputation are tested in a direct line. Each time an employee interacts with a customer it is like reliving the brand promise all over again.

It is the customer service front line that a company divests its values, because if there is not integrity in your value system then you have no reputation. The fact of the matter is that every customer-facing interaction by an employee on behalf of their company was really no different than standing in front a mic holding your self-declaration.

Most of us talk about efficiency, how fast we solve problems or issues, but the way in which these services are being served makes a whole lot of difference.

At the core of customer service a company reveals its etiquette. The key here is not only fixing issues but doing so in a unique way, which makes challenges rewarding. They should be constantly reminded that any and every time an employee is interacting with a customer it represents the company’s proverbial reputation.

These numbers are even higher when you consider that for every five per cent increase in customer retention or profits can see an up to a 95 per cent boost, and customers will pay as much as 16 per cent more than what they did previously if the experience is better enough. Listening to another’s needs and respect goes a long way towards creating an emotional memory that keeps people coming back.

Internally, it helps in maintaining a culture of respect which increases productivity and morale among the employees. Engaged employees are 21 per cent more profitable and can produce a 20 per cent increase in productivity. Small actions — such as being a good listener or delivering some sincere appreciation to team members — can go a long way towards bettering the atmosphere and end up on reducing friction.

In short, respectful interactions build positive customer experience. This starts with the little things like a warm greeting, using your please’s and thank you’s, or having genuine appreciation for them as customer. This can be done in such a way as calling customers by their names and thanking them for their time. This may seem simple things that show respect but can make a customer feel appreciated. Increasing the emotional connection that customers feel toward a brand can lead to increased levels of trust and loyalty, just from gestures such as these.

Another important customer service etiquette aspect is knowing how to listen actively. Customers typically want more than an answer to their problem, they also crave a listening ear and someone who understands them. In the former, a customer is shown they are getting your undivided attention plus the chance to clarify their concerns by paraphrasing so as not leap between conflicting ideas, while in the latter it establishes that you genuinely care about a customer’s time spent and this goes into details on why it’s great because of some kind gestures, etc. Such attention to detail not only assists with being able to resolve issues efficiently, but fosters an overall better customer experience which can help turn otherwise negative connotations into opportunities of gaining new satisfied customers for lower retention costs.

Dr Jacqueline Coke-Lloyd is a transformational leader and managing director of MYM Group Limited. She is a people, organisational, and middle manager development professional, as well as founder of Young Entrepreneurs Association. Coke is a national productivity ambassador, speaker, author, and adjunct professor. Send comments to the Jamaica Observer or jackiecokelloyd@gmail.com.