How can you create a customer service culture that values both transactional and relational service?

1 Understand the difference

Transactional service is focused on completing a specific task or transaction for the customer, such as processing an order, answering a question, or resolving a problem. Relational service is focused on building a rapport, trust, and loyalty with the customer, such as understanding their needs, offering advice, or following up after the transaction. Both types of service are important, but they require different skills, attitudes, and behaviors from your customer service staff.

2 Train your staff

To create a customer service culture that values both transactional and relational service, you need to train your staff accordingly. You need to equip them with the technical knowledge and skills to perform their tasks efficiently and accurately, as well as the soft skills and emotional intelligence to communicate effectively and empathetically with customers. You also need to teach them how to identify the customer's preferred style of service, and how to adapt their approach accordingly. For example, some customers may want a quick and straightforward solution, while others may want more guidance and reassurance.

3 Empower your staff

Another key factor in creating a customer service culture that values both transactional and relational service is to empower your staff to make decisions and take actions that benefit the customer. You need to give them the authority and autonomy to resolve issues, offer discounts, or provide extra services without having to seek approval from higher-ups. You also need to encourage them to use their creativity and initiative to delight customers and exceed their expectations. For example, they could send a thank-you note, a free sample, or a personalized recommendation to a customer.

4 Reward your staff

To sustain a customer service culture that values both transactional and relational service, you need to reward your staff for their performance and behavior. You need to recognize and appreciate their efforts and achievements, and provide them with constructive feedback and coaching. You also need to incentivize them to improve their skills and knowledge, and to pursue their career goals. For example, you could offer them bonuses, promotions, or learning opportunities based on their customer satisfaction ratings, retention rates, or referrals.