I’m sure like me, you are always thinking about the service you receive when you’re doing business with someone. Whether it is a gas/service station, a hotel, a restaurant, at the movie theater, with your insurance agent, your local utility…anyone and any business.One of the things I’m constantly preaching to the team I lead revolves around creating a loyal customer (we call them “Raving Fans!”). Not a satisfied customer, but rather customer loyalty.
In a previous blog (see below), I discussed the importance of creating BRAND INSISTENCE with your customer base. To do so means (among other things) consistently delivering world-class service to your customers. Delivering value, giving the customer “face” and then serving them to death.
You would think that this would be especially important in today’s declining economy. Losing just one customer creates adverse long-term revenue issues for any company. The competition in every industry is incredible and delivering world-class customer service would seem to be at the top of everyone’s priority list. But from my recent experience, unfortunately I’m not seeing it.
For example: I’m trying to purchase a high-end item. The item I’m trying to purchase is a lot of money to me, but maybe it’s not that important to the businesses I’m trying to purchase it from. I know for a fact that this item has a high margin so I can’t understand why I’m getting the poor service I am. I consider myself a smart, knowledgeable shopper---I’ve done my research and I know exactly what I want. I contacted (either in person or via e-mail) the stores I shopped with and provided the list I wanted, you would think it would have been an easy sell for them. They provide me the product, I provide them money and all are happy. I get what I wanted and they get what they’re after…a win-win for everyone. All I’m asking for in addition to the product is a friendly, knowledgeable salesperson who seems to be concerned with not only this purchase, but to create a relationship that will bring me back from this point forward for all my future needs. But I haven’t found that to be the case.
In shopping at three different stores for this item, two of them acted as if they were not only doing me a favor by helping me, but seemed put out that they had to work with me…AND I HAD DONE ALL THE LEG WORK IN ADVANCE!!! They just had to take the order and deliver the goods to me. Basically a “demand order” which is the easiest sell for any business.
I finally found one store that had a knowledgeable salesman, who didn’t make me feel bad about asking him for help. But even with this one I was provided inaccurate information, I have had to call them back multiple times to get information promised to me, and after re-asking for confirmation of what I was ordering was told, “hang on…let me grab a pen and paper to write this all down on because my memory isn’t that good.” WHAT!?!?!?! He didn’t know that until after I had stated my order, and now asked me to restate it all again!!?? Come on!
And this is just one small example of multiple instances I’ve recently experienced. And all with the same seemingly lack of concern, lack of action, and lack of service.
Poor customer service is really a pet-peeve of mine. I don’t understand how any business owner allows their employees to provide anything less than world-class service to everyone who walks through their doors, makes a phone call to their business, or communicates with them via e-mail.
If the employer knows this and doesn’t do anything to resolve it, that’s a real problem. If the employer doesn’t know about it, that’s an even bigger problem!
Secret Shoppers are one key to finding out how your business is doing serving it’s customers. Another method is someone simply asking customers the ultimate question, “Would you recommend me to your family, friends and colleagues?” The answer would probably be a real eye opener.
Another thing that always amazes me is when businesses internally sit around asking each other what their customers think about them. The Marketing Team is asking the Operations Team who is asking the Sales Team who is asking the Installation Team. Why isn’t anyone asking the people that know the answer: The Customer!
The customer, yes that person with all the power (the money), is the most important asset of any business. You would think that every business would understand that and put its maximum effort in training in how to serve that priority with the ultimate care.
Not only is it important to deliver world-class service in today’s economic turmoil, it’s important to create a culture of it within your business regardless of the economy. Those that do will have a stronger future. Those that don’t should know the writing is already on the wall.
Regardless of your business/industry, focus on the world-class service to your customers. Make the customer feel valued. Create a relationship that not only makes the customer want to do business with you again, but makes them want to tell everyone they know about how you served them. Isn’t that the way everyone wants to be treated anyway? Even business owners are someone else’s customer.
Until next time, remember “Your Success Is My Business."™
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