Customer Servces
Keep Your Customers for Lifeby Eileen Brownell
The average company loses approximately 20% of its customers each year. Patricia Sellers, "What Customers Really Want," Fortune About four years ago, I decided to purchase a wireless phone and headset for work. At the time, none of the local chain stores were carrying these specialized products and I was hesitant to purchase the items through a catalogue or the Internet. A few years before, I had encountered a local company, Headsets Plus at the annual Chamber of Commerce Business Showcase and decided to give them a call. It was one of the best business decisions I have ever made.
It did not take long for me to realize, the owners of Headsets Plus had developed and perfected their own brand of creating and retaining loyal customers. "Customer service is our number one priority and product," explained owners Chris and Julie Hill. Both had been in other careers, before venturing into the world of telephones equipment and services. One of the lessons they had previously learned was that without repeat customers, the cost of creating new business was astronomical. When we discussed some of their various techniques for creating loyal customers here are some suggestions they shared.
Make it convenient for the customer. If a customer needs assistance at 7:00 a.m. in the morning, then be there! Businesses need to operate on customer time, not their own time. That is why so many Internet businesses are currently folding; assistance is not available or convenient for the customer.
Create a customer advisory board. If you are creating or selling a new product or service, ask for customer input. You can either do this one-on-one of through informal group meetings with no more then eight individuals at a time. During the course of the meetings, establish specific customer needs, will the product address those needs, what changes if any would improve the product/service and establish how would it be best to introduce the new item.
Give your customers business. Patronize the businesses that use your services and products. People want to do business with others who are willing to buy from them.
Recommend your customers to others. When you promote your customer's services or products, it creates goodwill for your business. It further indicates you are willing to share clients and leads and are concerned with the success of your customers business.
Always listen to your customers. Listening is a real rarity in this day and age. Customers want to know the information they provided was genuinely heard and then acted upon. Be sure to let you customer know how you followed up on their complaint or request.
Send thank you cards. It only takes a few minutes to handwrite a note that extends sincere appreciation for your customer's purchase and time. The few minutes and small amount of money you extend during the thank you process is worth far more then any major advertising campaign.
Maintain a positive attitude. Even when the going get tough it is important to always have a positive attitude toward the customer. Clients do not care that you have had a lousy day; they want quality service with a smile.
Be a resource. Regardless of what your customer needs, be willing to send them to your competitor if you are unable to provide the product or service. Also be willing to do research to help them make the best possible selection even if it has nothing to do with your products or services.
Give back to your best customers. Occasionally offer a special, provide a discount or open your facility special hours for only the customers who have expended a considerable amount with your organization.
Be accessible. A business that is only open and available for their own convenience will soon loose customers. Being available to answer questions, make referrals or provide services and products, especially when your competitor is not available will endear you to your customer.
Create trust. Your credibility is always on the line. Be honest, straightforward and don't make promises you are unable keep. If you fail to establish a credible reputation, your customers will soon be doing business with your competitors.
Return phone calls promptly. If you do not respond to your customer's requests within 24 hours, they will go elsewhere. Be sure to check your voice mail messages regularly so you can respond quickly to the customer needs.
Deliver what you promise. Never make an offer or promise you will be unable to keep. It is better to deliver a product early then give a delivery date that is unattainable. Always project a delivery date that considers unforeseen manufacturer challenges and potential problems with the mail or delivery service.
Own your mistakes. "We goofed," is open, honest and straightforward. When you own your mistakes, it creates trust with your customers. Be sure to follow-up with how you will rectify the unfortunate situation.
Stay in touch with your customers. When you have not heard from your customer in what seems like a long time (two weeks, a month, more then what is normal), give them a call. Is everything all right? How are they doing? Is there anything you can do to help?
Send them articles of interest. If you know someone is considering purchasing a new computer (this is not your specialty) for example, and you come across a magazine article outlining how to purchase a new system, forward it to the client. It shows you have truly listened to them and that you care about the success of their business.
Treat a $5 order just like you would a $5,000 order. Treating your customers equally builds rapport. That $5 order may very well be the next $5,000 order because you created a solid and equal foundation of service and care.
Give them choices. Provide as many options as possible with ample information to help the customer make a decision. When you give them choices, you are giving the customer control of the situation. People are happier when they feel they are in charge and have options.
Honor each customer's uniqueness. Always take the time to understand the individual needs, concerns and issues of each person in an organization.
Respect the customer's time. The customer's time is just as important as yours. When people have to wait, frustrations arise. If it is necessary for the client to wait, always apologize and offer an alternative to waiting.
Long-term success in today's highly competitive business world is dependent on your ability to develop customers for life. Customers after all are your livelihood, without them, you could not exist. Even though you may well be a doctor, attorney, manufacturer, or banker, your primary business is people. In order to sell your product or provide your service, you must have people who are in need of what you have to sell. Your ability to create positive client relationships by using a few simple people oriented techniques will help you to develop and maintain customers for life.
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Eileen O. Brownell, Professional Speaker, Author and Coach. Working with businesses and people to increase their bottom-line and provide quality service. Author of "12 Secrets of Unforgettable Customer Care", she can be reached at 888-324-6100.
