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Home » In the newsroom » Elevating Customer Experiences: Insights from National Customer Service Week 2024

Elevating Customer Experiences: Insights from National Customer Service Week 2024

In celebration of this year’s National Customer Service Week, we’re reflecting on the future of customer service and how we’re continually evolving to strengthen our role as a trusted partner in the fire safety glass industry.

We caught up with our Group Sales Director, Jason Walker and our Customer Service Manager, Sharon Gill, who shared their perspectives on how personalisation, technology, and strong human connections are shaping the next generation of customer service. They also emphasised the importance of trust, transparency, and recognition in building stronger customer relationships and driving long-term success.

What do you think the future of customer service looks like?

Sharon: The future of customer service is going to be increasingly driven by personalisation, speed, and technology. Customers today expect more than just product information; they want tailored experiences that feel personal and proactive. As we move forward, I see AI and automation playing a larger role in helping us deliver quicker, more responsive support – whether that’s through chatbots or real-time order tracking. However, I believe human interaction will remain at the heart of great customer service. Technology will enhance our capabilities, but empathy, listening, and understanding customer needs will continue to be the defining factors in building strong relationships.

At Pyroguard, we’re already implementing these changes, focusing on being proactive rather than reactive. For example, we’re investing in systems that allow us to anticipate customer needs before they arise, ensuring we maintain transparency in our communications and provide timely updates throughout their journey. As the world becomes more connected, I believe seamless, omnichannel support will be crucial, allowing customers to engage with us wherever they prefer, be it via phone, email, or social media.

Jason: From a sales perspective, the future of customer service is about adding value at every touchpoint. Customers increasingly expect more than just a transactional relationship – they’re looking for partners who can offer them insights, anticipate their challenges, and provide innovative solutions. This means that customer service and sales teams will need to work more closely together than ever before, ensuring a 360-degree view of the customer’s journey.

Looking ahead, I see data and analytics becoming pivotal in shaping the future of customer service. By gathering insights into customer behaviors and preferences, we can tailor our service offerings to meet their exact needs, creating more meaningful, long-term relationships. That said, the future will also demand flexibility and agility. Markets change fast, and customer expectations evolve, so being adaptable in our service approach is key to staying ahead.

At Pyroguard, our goal is to stay customer-centric while leveraging new technologies to improve the overall experience. Whether it’s through digitized processes that improve lead times or more hands-on customer support for complex projects, we’re ready to evolve our approach to meet the growing demands of the market. The future of customer service is about offering solutions, not just products, and I’m confident that with the right balance of tech and human touch, we’ll continue to exceed expectations.

What do you understand by the term ‘Service with Respect’?

Sharon: For me, ‘Service with Respect’ is the foundation of everything we do in customer service. It’s not just about being polite or courteous, although that’s certainly important. It’s about truly listening to our customers, valuing their concerns, and treating each interaction as an opportunity to build trust and strengthen relationships. Respect means that no matter who the customer is, or what the issue may be, they feel heard, appreciated, and understood.

At Pyroguard, we deal with complex and technical products, so clear communication is key. I always encourage my team to be transparent and empathetic. If there’s a delay or an issue, we don’t sugarcoat it. Instead, we explain the situation openly, provide solutions, and always deliver on our promises. That’s respect in action – being upfront and treating our customers as partners rather than just buyers. Respect builds loyalty, and in our industry, where projects are long-term and relationships matter, that loyalty is invaluable.

To me, service with respect also means recognising the diverse needs of our customers. Every project is unique, and every customer has their own expectations and challenges. By adapting our approach to meet those specific needs – whether that’s offering tailored support or going the extra mile to solve a problem – we demonstrate that we value them and their business.

Jason: From a sales perspective, ‘Service with Respect’ is about more than just being professional – it’s about understanding that customers are looking for genuine partnerships, not just quick sales. In my experience, respect comes down to mutual trust. It means respecting the customer’s time by being prepared, respecting their expertise by listening to their needs, and respecting their investment by delivering quality solutions that truly add value.

In sales, it’s easy to fall into the trap of focusing solely on targets, but for me, real success comes from taking the time to build long-lasting relationships that are grounded in respect. This means being honest when something isn’t the right fit for the customer, not pushing products that aren’t suitable, and being reliable in delivering on your promises. The respect we show in our service reflects our brand and strengthens our position as trusted advisors.

At Pyroguard, we operate in a niche, highly specialised market, and customers rely on us for more than just product supply – they look to us for guidance, expertise, and support. By showing respect in every interaction, whether it’s in the initial consultation or long after the sale, we ensure that our customers feel confident in their choice to work with us. In turn, that mutual respect helps us maintain long-term relationships that benefit both parties.

In essence, ‘Service with Respect’ is about valuing the customer’s perspective, time, and goals, and ensuring that every interaction reflects that. Whether it’s customer service or sales, it’s about being a true partner – one who listens, understands, and consistently delivers on expectations.

What do you think effective service leadership is, and how does Pyroguard demonstrate this?

Sharon: Effective service leadership is about setting the tone from the top. It’s about leading by example and ensuring that the values you uphold in leadership are reflected throughout the entire customer service team. For me, it means being visible, approachable, and supportive. It’s not just about telling the team what to do but being right there with them, offering guidance and solving problems together.

At Pyroguard, we emphasise a customer-first approach, which means every decision we make is aligned with how it impacts our customers. I regularly meet with the team to discuss feedback, whether it’s positive or constructive. By actively listening to both our team and our customers, we can quickly address any concerns and continuously improve our service delivery. Empowering the team is key to effective service leadership – giving them the tools, training, and autonomy to make decisions that benefit the customer in real-time.

We’ve also put a lot of focus on personalised service. No two projects or customers are the same, and effective leadership means recognising that one-size-fits-all solutions don’t work. Pyroguard’s leadership in service is demonstrated by our commitment to understanding the unique needs of each client, ensuring we offer tailored solutions. By fostering a culture of accountability and adaptability, we ensure that every team member knows their contribution directly impacts the customer experience, and we support them in delivering the best service possible.

Jason: In sales, effective service leadership goes beyond just managing a pipeline – it’s about building a culture where trust, integrity, and customer-centricity are at the heart of everything we do. Leadership in this context means being proactive rather than reactive, anticipating what our customers need before they even ask. It’s about nurturing relationships over the long term, not just focusing on the short-term gains.

At Pyroguard, we lead through collaboration. Our sales and customer service teams work closely together, ensuring that the communication with our clients is seamless from the first inquiry to after-sales support. This integration is a form of leadership in itself, ensuring that every touchpoint with the customer reflects the same high standards. It’s about providing a consistent, reliable experience at every stage of the customer journey.

We also prioritise innovation as part of our service leadership. In a niche industry like fire safety glass, we need to be at the forefront of technological advancements and regulatory changes. By staying ahead of the curve, we can better advise our customers on the best solutions for their projects. Leadership here means being a trusted advisor, not just a supplier, and offering real value-added services that help our customers succeed in their own projects.

In essence, effective service leadership is about building trust, being accountable, and always looking for ways to improve the customer experience. At Pyroguard, we lead by constantly evolving – in how we serve our customers and how we inspire our teams to deliver that service with passion and professionalism. Leadership is not static, and we’re committed to staying dynamic and responsive to the needs of both our team and our clients.

How do you manage risk and reputation without affecting customer trust?

Sharon: Managing risk and reputation while maintaining customer trust is a delicate balance, but it’s one that we take seriously at Pyroguard. Transparency is key. Whenever there’s a potential issue, whether it’s a production delay or a technical challenge, we communicate openly with our customers. In my experience, people appreciate honesty – even when the news isn’t ideal. It’s better to manage expectations upfront than to let an issue escalate into something larger.

At Pyroguard, we have a proactive approach to risk management. We work closely with our teams, from production to logistics, to identify any potential issues before they impact our customers. If there’s even a small chance of something going wrong, we plan ahead to minimise that risk. But what really helps us manage risk effectively without losing customer trust is the strong relationships we build. Our customers know they can count on us because we’ve built a reputation of being reliable, even in challenging situations.

When things do go wrong, and they sometimes do, we ensure there’s a solution-driven focus. It’s not just about pointing out the problem – it’s about showing our customers how we’re going to fix it and prevent it from happening again in the future. By owning up to the situation and acting quickly, we safeguard both our reputation and the trust that our customers have in us.

Jason: In sales, reputation is everything, and trust is the foundation of long-term partnerships. One of the ways we manage risk without damaging that trust is by ensuring open communication at all times. When you’re in constant contact with customers, it’s easier to address risks before they become real issues. We believe in over-communicating rather than leaving clients in the dark, especially when something doesn’t go as planned.

One thing we’ve always focused on at Pyroguard is mitigating risk through consistency. We make sure that our quality, delivery, and service are consistent across the board, whether it’s for a small project or a large, complex one. This consistency builds confidence in our customers and reinforces our reputation as a reliable partner.

Another aspect is innovation and adaptability. The fire safety glass industry can be unpredictable with changing regulations and market demands. To manage this risk, we’re constantly innovating and ensuring that our products not only meet but exceed the required standards. This proactive approach allows us to pre-empt any potential disruptions, keeping our customers ahead of the curve and reducing any risk of non-compliance or project delays.

Finally, we understand that reputation isn’t built overnight – it’s earned over years of consistently delivering what we promise. Our approach is to be solutions-oriented, even in the face of risk, and to ensure that every decision we make keeps the customer’s best interests at heart. This way, we not only manage risk but continue to build and maintain the trust that’s so vital to our business relationships. Customer trust is non-negotiable for us, and it’s something we protect fiercely, even when managing challenging situations.

How important is it to recognise great customer service at Pyroguard, and what do you do to celebrate this?

Sharon:  Recognising great customer service here is absolutely essential. It’s the foundation of our business and something we take pride in. When a team member goes above and beyond for a customer, it’s important to celebrate that, not only because it boosts morale, but also because it sets the standard for others. Recognition reinforces the idea that exceptional service is not just appreciated – it’s expected.

In our customer service department, we have a culture of shouting out great work. This could be something as simple as a colleague handling a tricky situation with calm professionalism or going out of their way to solve a problem before it escalates. We make sure to call these moments out in team meetings and emails, and we often share customer feedback company-wide so that everyone can see the impact we’re having.

We also have internal awards that recognise outstanding customer service. It’s not just about hitting targets or KPIs – it’s about acknowledging those who go the extra mile to support a customer or solve a complex issue. These awards are a great way of saying ‘thank you’ to our team and show everyone just how much their hard work is valued.

What I love about Pyroguard is that the recognition comes from every level – whether it’s a manager acknowledging someone’s efforts or even a peer giving a shout-out. We’ve created a strong environment where great customer service is not only noticed but celebrated. This helps motivate everyone to keep delivering at their best, and it ensures that our customers consistently receive the excellent service they deserve.

Jason: Customer service is the backbone of everything we do at Pyroguard, so recognising it isn’t just important – it’s crucial. Great service leads to trust and loyalty, and that’s what keeps our customers coming back. We make a point of celebrating customer service wins because it highlights our commitment to our clients and reinforces how essential every interaction is.

One thing we do to celebrate great service is to publicly acknowledge it. Whether that’s during our internal communications, in team meetings, or even at larger company events, we make sure to spotlight those who have really made a difference to our customers. I believe that when people feel recognised, they’re more likely to keep delivering at a high level – and that benefits everyone, especially our customers.

From a sales perspective, I’m always keen to hear when someone on our team has gone out of their way for a customer. These moments are often shared in our cross-departmental meetings so that the entire business can hear about them. When someone’s efforts make a real impact, we ensure its celebrated not just in words but in a tangible way – whether that’s with internal awards, bonuses, or even just a special mention at company events.

We also encourage peer-to-peer recognition at Pyroguard, which I think is powerful. When a colleague recognises another for delivering exceptional service, it builds a strong team culture where customer service is always front of mind. Ultimately, the customer wins because they receive the best experience possible, and our team feels motivated and appreciated.

For us, recognising and celebrating great customer service isn’t just a nice-to-have – it’s a vital part of maintaining our high standards and ensuring that our customers always know they’re in safe hands with Pyroguard.