Customer Service – Meeting then Exceeding Needs

Well, it’s been a while since I’ve logged onto the old blog and shared my thoughts, but it has not been for lack of trying. Blackcircles.com is a busy place that demands a lot of time - time that I am always willing to give as we try to further develop our business.

It has been due to this ongoing desire to further enhance our customers’ experience that I’ve recently spent time considering exactly what Customer Service is, and how we can continue to improve on it.

Customer service can often come across as a buzz word that is banded around in meeting rooms and boardrooms. Often without much consideration as to what it actually means. It regularly gets tied up along the notion of selling products or services.

Although customer service is present during this process, I believe that there is much more – that it is about ensuring that a consumer’s expectations are met, in full.

I know, it’s all fine and well writing that, actually implementing a strategy that fulfils this rather lofty goal is something else.

After all, not one single group of customers buy from a shop. Even in niche markets, such as selling tyres, there are plenty of variations in who buys your goods.

So yeah, it is a challenge - meeting the needs of the many. But, in no way is it impossible.

Who Does It Best?

One industry that I have often looked to for inspiration on this topic is the supermarket industry. Their ability to sell to and meet the expectations of a wide variety of customer groups is something that most of us can learn from.

I mean, they’ve got those customers who just want basic products at rock bottom prices, as well as those who see quality as key when buying their weekly shopping. Mix in those with a social conscious who want only fair-trade goods and then those won’t touch anything unless it is organic and you can see what a varied number of needs most supermarkets cater to.

Of course within the supermarket industry there are those companies that focus their attention on one sector of customers over another, but the market leader (I’m talking Tesco’s here) is a prime example of not just meeting customer needs, but in exceeding them.

Added Value

The main weapon in their arsenal, in this respect, is the Tesco Clubcard. Since being introduced in the 1990s, Tesco Clubcard, the points that you earn and the vouchers you receive have become an integral part of not only shoppers’ considerations, but - in some ways - our society.

Some may see that as an exaggeration, but I stand by it. Just think about it, there are roughly 16million Tesco Clubcard holders in the UK. 16 Million! That’s 5 times the population of Wales.

This scheme, essentially that’s all it is – a reward/loyalty scheme for shoppers – has been fundamental in Tesco’s success over the past two decades.

Why? Because with their Clubcard points, Tesco aren’t just presenting their customers with competitive prices, they are adding value to their everyday life.

By rewarding them with points that can be exchanged for a whole host of trips, meals, holidays, special deals, etc, Tesco have built a relationship with their customers like no other brand before them.

Earn Tesco Clubcard Points on Tyres

That is why we teamed up with Tesco to offer our customers that same added value. When shopping for their new tyres with Blackcircles.com, motorists can earn Tesco Clubcard points on their purchases.

With the amount of negative press that has recently arose from the cost of motoring (be it fuel prices, insurance premiums, etc) and the affect it is having on family budgets, we are aiming to give back to our customers, allowing them to enjoy the benefits and rewards that come with Clubcard points.

Of course, we’re still focusing on low price points and the importance of customer communications. However, with this new added dimension to the company I believe that we are making our customer service that little bit greater and making shopping for tyres that extra bit more rewarding.

Geared Up For F1 Season

So far, 2012 has proven to be quite busy at Blackcircles.com, however, I have had the opportunity in my increasingly rare “down time” to sit back and enjoy the start of this year’s F1 season.

I don’t know about you, but I have been more than pleasantly surprised with what I’ve seen up to now.

The best part, of course, being the unpredictability – I know we’ve only seen the Australian and Malaysian Grand Prix, but who would’ve expected to see Ferrari (Fernando Alonso) leading the driver’s table?

The role tyres have been playing has also been fascinating. We’ve already seen that if teams don’t get their strategy right then they are suffering – just look at Mercedes.

In both races they seem to have been suffering from extreme tyre wear, causing them to only come out of the first two races with one point – the lesson is clear; ignore the importance of tyres at your peril.

Speaking of tyres, it was great to see Button doing well in the opening race – it’s been said many times in the past, but when he’s on top of his game he really is a master at tyre management.

Pirelli will no doubt be very encouraged with the way their tyres have performed so far. Especially when you consider that they have already been thoroughly tested in both the dry and the wet – monsoon wet!

One thing I noticed after the Malaysia Grand Prix was the unusually emotional post race interview from Sebastian Vettel.

The Red Bull camp has been less than happy with the first two races. But, that is to be expected when you consider the changes to the rules that came in over the winter.

But, just as Red Bull may be stewing over what went wrong in Malaysia, you can bet your mortgage that Sauber will be over the moon. I was surprised at the result, but that’s been the great thing so far, unpredictability is ruling the standings – long may it continue.

I’ve also been impressed with the Sky coverage, especially Croft and Brundle's chat. Sky have managed to, quite expertly, balance the right blend of live action with interesting commentary.

The new Sky channel is in its first year, so I fully expect it to get better as the season goes on, fine tuning an already highly enjoyable F1 experience.

Right, no post about Formula 1 would be complete without a prediction of some kind. So, I may be sticking my neck out here – or reliving the glory days in my head - but I am a firm believer that Michael Schumacher is going to finish in the drivers top 5 – for me, he showed a lot of promise in Malaysia.

It’s been a great start to the season and I can’t wait to see how it continues to unravel at the Chinese Grand Prix - roll on the 13th.

Auld Lang Tyre

Happy New Year, Prosit Neujahr, Bonne Annee, Feliz Año Nuevo and Blwyddyn Newydd Dda!

That’s it - another year done and dusted. It only seems like yesterday that Charlie Sheen was winning, the News of the World was crumbling and we were getting the bunting out to celebrate the Royal Wedding.

It’s no wonder that 2011 flew past when I think about what a massive twelve months we’ve had at Blackcircles.com.

Whilst we’ve heard and read a tonne of stories about economies and currencies struggling, I’m pleased to say that that 2011 was an exciting year for us – kicking off with the launch of Tesco Tyres and finishing with our debut advert on Sky TV.

It was also a great year for investments within the company. We have continued to ensure that Blackcircles.com employs the top candidates in each section of the business – not just in terms of their skills and experience, but also their drive, vision and desire to create a service that provides motorists with top value for money.

When you mix that together with the continuing growth of our fitting network – where you will find some of the best mechanics in the country – we can safely say that 2011 was the best year yet and 2012 looks like it is going to be even better!

Although the end of a year is a time to reflect on what has been achieved and what lessons you can learn from your mistakes, it’s also a good time to look forward and prepare.

We don’t want to give away too much information at this early stage, but, some of our main aims will be to invest in creating even more value for our customers when shopping with Blackcircles.com.

Since founding the company, making sure our customers are happy has always been one of our top priorities and we are positive that the developments in the pipeline will further enrich their experience.

As we roll these changes out I will be listening, with interest, to your thoughts and feedback. With our customers’ help, which has always been invaluable in the past, I am certain that 2012 will surpass 2011 – as long as the Mayans were wrong.

All that is left now is to raise a glass and wish you a Happy New Year.

I hope to see you all throughout 2012.