The Customer Rules: The 39 Essential Rules for Delivering Sensational Service by Lee Cockerell

The Customer Rules: The 39 Essential Rules for Delivering Sensational Service by Lee Cockerell is a must read for anyone who works with customers. It is full of practical advice, proven strategies, and inspiring stories from the author’s experience of leading the guest services teams of some of the world’s most recognized hospitality companies. In The Customer Rules, Cockerell provides readers with 39 essential rules for greater success in delivering sensational service.

The Customer Rules begins with a discussion of the importance of exceptional customer service. Cockerell explains why customer service is the foundation of any successful business, no matter the industry, and how the way an organization treats its customers has a huge impact on their ability to grow and thrive. He emphasizes that the best kind of customer service is not one-size-fits-all, but instead tailored to the individual needs and preferences of each client.

The essential rules for delivering exceptional service, as outlined by Cockerell, are divided into five areas: employee engagement, knowledge, communication, personalization, and anticipation.

For employees to deliver sensational service, they must be personally invested and engaged with their work. Cockerell encourages organizations to help their staff understand the importance of their contribution to the success of the company. He also stresses the importance of regular feedback in order to gauge employee performance and motivate them to do their best. Furthermore, Cockerell suggests that managers should seek out and foster employee motivation, whether through rewards or recognition, to keep staff members engaged with their work.

Of equal importance is the knowledge employees have of the product or service they are offering to customers. Cockerell shares practical strategies for creating a well-informed service staff, including regular training sessions to update workers on new services, products, and procedures. He also emphasizes the need for a customer service team to continuously search for new ideas and methods to stay ahead of the competition.

It is also critical for employees to have strong communication skills in order to effectively engage with customers and be able to identify and address their needs. Cockerell provides readers with invaluable tips for improving communication style, such as listening carefully, being clear and concise, and expressing empathy. He further advocates for active listening and the use of silence in order to give customers time to reflect and provide meaningful input.

Another aspect of delivering sensational service is personalization. Cockerell contends that in order to gain customer loyalty, organizations need to remember that each customer is an individual who has distinctive wants and needs. To accomplish this level of personalization, Cockerell encourages businesses to foster relationships with customers, gather feedback on their experiences, and think beyond the sale.

Finally, Cockerell argues that providing customers with anticipation is a key factor in generating repeat business. He recommends that companies strive to anticipate customer needs before they even arise, and be aware of the potential problems that their customers might encounter to offer the most suitable solutions.

The Customer Rules by Lee Cockerell is a valuable resource for those in the customer service industry. It provides helpful advice, proven strategies, and actionable steps for delivering exceptional service. The 39 essential rules for delivering sensational service outlined in this book can help any organization improve customer satisfaction and foster greater loyalty.