Customer ServiceWe all know the saying: “the customer is always right”. However, this is a term that evolved due to poor customer service. As a customer needing freight forwarding, customs, cartage, and 3PL services, it soon becomes apparent that not all service providers understand the fundamentals of quality customer service.

How do you define good customer service?

Customer service is defined as the assistance and advice provided by a company to the people who buy or use its products/services. From a customer’s perspective, this is very basic. A company has been engaged to accommodate to needs that the customer cannot fulfil themselves. To better understand this, you must place yourself in the customer’s situation to determine the full impact of delivering poor customer service on the task you are assigned. This ensures the best solutions are provided consistently.

If you search “Customer Service” on the Internet, you will find terms like “be consistent”, “be adaptable” and “be flexible”. However, they all lead to the most common term of them all, “utilise common sense”. The bottom line is that the customer just wants the job done.

If a product has been requested by sea freight or air freight, and it has not been delivered by the required time, the provider has failed to understand the importance of the goods being transported and the impact upon the customer. This is where the term “utilise common sense” is important. The customer only knows the status of the shipment based on the information that the company provides. Therefore, strong communication to better align with the customer’s expectations is paramount to success.

Creating a good customer relationship

The key is to make each customer feel like they are the only one. This is achieved by creating a relationship that provides the customer with an experience that contributes to their success. Terms like “too busy” do not exist in a customer’s world. Therefore, strong time management and communication skills will be critical to providing the ultimate customer service experience.

Author Darren Hann

BCR Commercial Manager

For more than a century, BCR has continued to help small, medium and large businesses achieve an optimum logistics solution with warehousing and transportation, including air freight and sea freight services to and from the major ports including Brisbane, Sydney, Melbourne, Adelaide and Fremantle (Perth).