The battle to win – and retain – a strong customer base is really starting to heat up. Because of the innovations brought on by Web 2.0 and Sales 2.0 technologies, customers have access to more information about your company and your competitors than ever before. On the sales side, the customer is now in control of the flow of information and, therefore, in control of the sales process. The one thing the customer doesn’t control, however, is the customer service experience. When everything else in the marketplace is dead even, it is the company that delivers the best customer service experience who will attract and retain the most customers.
With that in mind, here are 10 simple steps to help you make sure you are delivering great customer service:
1. The customer is STILL always right. If you want to attract and retain customers, get over the idea that you know best, because even if you do, you don’t. Your job is to find out what the customer wants, and provide that to him in a way that meets his needs while still taking advantage of the products and services you have to offer. The days of Henry Ford (“they can have any color they want as long as it is black”) are long gone.
2. Take the time to listen. This goes right along with #1 above. How will you know what the customer wants if you don’t ask good questions and then listen carefully to fully understand the answer. If the customer wants your opinion, he will ask for it. Otherwise, be quiet and listen. You will learn a lot that will help you serve your customer more effectively.
3. Take the time to know your market. Customer issues may very slightly from person to person, but people in your market are generally looking for the same types of products and services, and will often have the same type of issues and needs. Learn as much as you can about the people with whom you do business, and you will be better prepared to address their needs intelligently and effectively.
4. Make sure customers know you are glad for their business. This is a no-brainer, but it is still surprising how often it is overlooked. Train your staff to express appreciation and cooperation, and design your systems to be customer friendly and easy to use, too.
5. Join the Web 2.0 generation. The world is rapidly migrating to the web. People are using the Internet as a vehicle to conduct any and all kinds of business from retail purchases to corporate procurement. Your website needs to be more than a static brochure with contact information. These days, customers expect to be able to do anything on a website they would do in a brick and mortar store.
6. Customer service means always knowing how to say, “I’m sorry.” Look, when the customer is upset with you, even if it is not your fault or the company’s fault, you have to be the one to apologize. The customer needs to clearly see that you understand their frustration. Don’t excuse or explain; just say, “I am really sorry you are having that problem. I would be very happy to help you with that.”
7. Never say NO. – Customers hate the word, “NO.” It comes across as rejection, so don’t use it. Say “yes” whenever you can, even if it means figuring out later how to deliver on your promise. When you must say no, say it this way: “I understand what you are asking, and here is what I can do for you instead.”
8. Remember the WOW factor. Find a way to do more than the customer asked or expects, and you will have a friend for life. Customers expect that you will at least do the minimum for them. Businesses that deliver more than the customer asks of them will usually win the customer retention war.
9. Make it easy for the customer to tell you how they feel. Companies that take the time to solicit responses and opinions from their customers will always benefit from the experience. Some of the input will be negative; it may also be well deserved, so take it as it comes and use it to grow and learn.
10. Hire great people, give them great training and reward them for great work. Excellent customer server starts with exceptional employees. If you want your customers to stay happy and stay with you, don’t skimp when it comes to securing the best personnel you can. It will cost a little more, but it will more than pay for itself in the long run, because it will keep your customers coming back over and over.
Re-Print Permission
This article may be reprinted in it's entirety if the following
conditions are met:
March Customer Service Quick Tip – Make Promises and Keep Them
These days, people seem to say anything and do nothing. It is tempting to promise something in hopes the customer will choose you, and then hope you can find a way to deliver later. That is the best way to not only lose this customer, but all the potential customers this person will talk to about your failure. Anytime you can make a promise and keep it, your company will stand out from the rest, but don’t over promise. It isn’t worth the risk of damaging your reputation and your customer relationships.
