If you have been paying attention to the articles in major business publications lately, you are probably aware of the resurgence of interest in customer service among major corporations. We have just been through a cycle where the smart money was on companies who could deliver a cutting edge product at a cut throat price, and do it super fast. However, most industries have multiple players that offer essentially the same products and services. With price already discounted through the bone, many companies don’t have room to cut any more and still stay in business. Under such draconian conditions, how can you grow market share?
Enter (should we say, re-enter?) customer service! These super-growth companies are now finally willing to admit that they have been skimping on customer service. Their emphasis had been on speed – resolving each customer service case as fast as possible – rather than on cultivating true customer satisfaction. This resulted in loyal customers of many years suddenly feeling devalued and taking their business elsewhere.
Business analysts have known and preached for years that the main reason that companies lose customers is not because of product performance it is because of PEOPLE performance. When a customer feels misunderstood, mistreated or taken advantage of by someone in your organization, that person WILL leave, even if you continue to produce a great product. Conversely, customer loyalty research demonstrates those customers are consistently willing to pay MORE to do business with companies that treat them well and take care of their needs.
So, since we all know that it costs several times more to recruit a new customer than to keep a faithful customer, let’s face the fact that one of the best ways to maintain – and even grow – market share is to provide exceptional customer service. I absolutely guarantee that majoring on customer service will help keep your business competitive even when the overall market is slow, and in a white hot market where competition is fierce, customer service may be just the differentiator you need to gain or keep your edge.
These common sense customer service skills will keep them coming back:
1. Always tell your customer what you CAN do for them. Customers are never happy to hear “NO” right off the bat.
2. If a customer is upset let him express his feelings to you. Don’t interrupt or make excuses.
3. Don’t forget to use this Golden nugget: “I am so sorry for the inconvenience and frustration you have experienced.”
4. Use your customer's name at different points in the call. Use it; don’t abuse it, but do try to make the conversation feel personal.
5. When you offer a solution to the customer’s problem, confirm that it will meet his needs and is acceptable to him. Don’t give him what you think he needs; make sure you understand what he thinks will meet his needs.
6. Keep your tone of voice and body language positive and engaging. Remember, your tone of voice can completely contradict the words you are saying. Your customer is listening and reacting to everything you say, as well as to the way you say it.
7. Avoid multitasking and pay attention to your customer. You can answer the Instant Message from your buddy later. You never want to ask the customer to repeat what he just said in a way that would tip him off that you were not focused on his need or what he was saying.
8. Follow up whenever possible to make sure that the customer is satisfied with the solution you implemented.
9. It is always a very good idea to ask if there is anything else that you can do for your customer before you conclude the call. Taking the time to ask this simple question often results in opportunities for increased business.
10. Always conclude your conversation by expressing thank-yous and appreciation for the customer’s business. This common courtesy really counts.
Customer Service Quick Tip - A Little Lagniappe Goes a Long Way
If you are not from the Deep South, the word lagniappe (lan-yap) may be a new term for you. It is basically a Creole term originally made popular in southern Louisiana and used to describe a small gift a shop keeper would offer in appreciation for a customer’s purchase. It has come to also mean any unexpected gift or benefit. The last thing a customer usually expects when they call your customer service department is that they will get something extra. They are not really optimistic that you will even do anything to resolve their real problem. So after you successfully resolve their problem, do something extra for them. Provide them with coupons, inside tips on the next big sale, or upgrade their service somehow, even if only for a brief time. Do SOMETHING nice and unexpected that says, “Thanks for doing business with us!”
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