Excelling in customer service and engagement is at the centre of Brother International’s business strategy.
Since it was founded 105 years ago, electrical equipment company Brother International has put customer satisfaction at the heart of its business. Its “customer first” mantra permeates every level of the company, from its front-line staff to managers and senior leaders.
“We believe that the success of a business does not lie solely on providing quality and innovative products. It must be coupled with exceptional service,” says Mr Milton Toh, Brother’s Regional Deputy General Manager.
Meeting customer needs
Technology plays a key role in helping the company improve its service standards. For example, Brother invested in a Customer Relationship Management platform to implement a customer outreach programme called the 10 Q Service.
Through this programme, Brother will maintain contact with its corporate customers after 10 days, 10 weeks and 10 months after the purchase of their Brother machines to ensure that they are satisfied with the installation, setup and operation of their machines. The company will also provide assistance if needed.
“Our proactive service means we contact our customers before they call us, and provide ‘at your side’ service and assistance whenever they need us. This allows us to continue engaging our customers by contacting them throughout the product life cycle,” adds Mr Toh.
Another important customer service initiative is Brother’s Remote Online Real Time system, which allows the company to remotely control computers and printers installed in customers’ homes, and fix problems without service personnel having to leave the office. This reduces waiting time and allows customers to receive help at their convenience.
Mr Toh was named the Service Champion at the Singapore Service Excellence Medallion Awards for helping to develop the system. “While great service comes from the heart, we need to innovate using the latest technology to enhance productivity, and at the same time provide exceptional service,” he says.
Service excellence culture
Recognising that excellent service is delivered by competent, motivated staff, Brother places a strong emphasis on training and development. Just last year, Brother sent its service staff and managers to the Certified Service Professional (CSP) programme developed by the Singapore Workforce Development Agency (WDA).
“All our staff are now CSP-certified. This year, we will be sending our staff to more WDA programmes so that they are able to provide excellent service,” says Mr Toh.
Apart from investing in staff development, Mr Toh also believes that an organisation must nurture a culture of service excellence, from its senior management to front-line staff.
“All our staff have a conviction to serve genuinely from their hearts. They understand the benefits of our service excellence journey and are motivated to incorporate these service values in our daily operations,” he adds.
Customer-focused approach
Brother recently clinched the Singapore Service Excellence Medallion Commendation Award for Service Innovation, and Mr Toh attributes Brother’s success to its customer-focused approach. The company prides itself on meeting customers’ needs and exceeding their expectations, notes Mr Toh.
“Since customers are at the very core of Brother, our success has always been built by listening to them. By understanding their true needs, Brother can design and tailor a unique service offering that will provide customer satisfaction.”
Reproduced with permission from SPRINGnews June 2013 Issue. Published by SPRING Singapore
