‘Designing Strategies’ newsletter

July – August 2018 Volume 15 – Issue 84

Customers are important. They are probably the most important element of any business. They represent sales and revenue that keeps your business going. If we ask a thousand small business owners if they have good – or great – customer service, the majority would yell out: “Yes, of course!” Everyone seems to think they have awesome customer service. Could that be because they have never heard, or paid much attention to complaints? On the other hand, what if we ask the same number of customers: “Do companies you do business with have good – or great – customer service?”

Customers are people!

When a customer visits your shop or website, or you visit them, they expect you to solve a problem they have. They expect to be treated with respect and kindness. They want to feel like the most important person in the world, not just while you are face to face, but in an ongoing business relationship. It is a universal truth – we all want that feeling, and will gravitate towards those that make us feel that way. In case you haven’t figured it out yet, having customers gravitate toward you, your business and your products or services is a very good thing.

Prove Your Customers Are Important to You

It is always important to create policies and processes to keep your business running smoothly in a standardized manner. Too many companies spend more time setting customer service policies – often more to their own internal benefit than to benefit their customers. “This is how we do it….” becomes a meaningless mantra when something goes wrong and a problem arises.

Too often company leaders view automated customer service tools only from a financial perspective. They avoid paying human beings a decent salary and benefits to take care of their most important asset – customers. Instead, they take the ‘bean counter’ approach by subscribing to some automated system. How many times have you fumed as you waited, and waited and waited to get through to a live person by phone? Websites can, and should be made more engaging to customers looking for answers and service. Customers are lost when there is no option for finding help quickly.

Forrester reports that 72% of businesses say improving customer experience is their top priority.

Tactics for proving that customers are important

Try implementing some of the tactics below. They can help you improve the level of customer service in your own firm, and with your own customers. Anyone, in any capacity, within any company, large or small, needs to focus on good, no, great, customer service. Otherwise, customers will not stay or pass on positive reviews about you or the company.

Call customers by name. No one likes the sound of anything as much as their own name. It creates a connection between the two of you. They know they probably have an account registration number and will need to provide it. It is logical that once you put that number in the system, you see their name. Use it. Be friendly. Make that human connection. If you get their credit card, you know their name too. Please use it. No one wants to be a stranger.

Welcome them back. Customers, like everyone, love to be part of the “in-crowd”. They like being invited to join Frequent Flyer and other rewards programs. They know they are appreciated when they earn discounts, special services, education or other surprises. Rewards show you appreciate their business. If you have this kind of ‘club’, invite them to join. If you don’t have one yet, think about starting one.

Ask customers for their advice. They have opinions. Everyone does. If you ask in the right way, at the right time, they will know you really care about the answer. You can acquire a lot of valuable advice this way. Opinion feedback cards may be OK, but customers love to be asked personally. Let them tell you what they think, and they will reward you with more business. So few businesses ask for customer opinions, but they don’t often get asked, and it feels good.

Acknowledge customers’ presence. We are all busy sometimes. We can see the lines. Maybe your system is down, or you have five people already on hold. We’ve all been there. But when a customer calls, stops in or is looking for help on your website, acknowledge they are there and let them know you are glad. A smile and a “We’ll be with you shortly” goes a long way. Don’t avoid eye contact with them like they are invisible. Acknowledge their presence, they’ll understand the delay. Ignore them, and well, think about how you feel when you are ignored.

Americans tell an average of 15 people about a poor service experience, versus the 11 people they’ll tell about a good experience. (American Express 2017 Consumer Service Barometer)

Surprise them. A little extra something with their order or a hand written note is be nice. A special discount “just because” or a free sample of dessert make an impression. They say: “We appreciate you and your business.” It doesn’t have to be a big thing, and it doesn’t have to be every time. Everyone likes a good surprise from time to time. When you get a good surprise, don’t you want to share the news with others? So do I.

Apologize when something goes wrong. Some people feel the need to prove they were right. That way, someone else was at fault. They often won’t mention that fact that the order is three days late, or the item is out of stock. But again, we all know things do happen. When things do go wrong t, just give the customer a simple apology. The funny thing is, if you make a mistake, and then apologize customers will love you more than ever. Apologies and good service recoveries are so rare, you can take dissatisfaction and turn it into loyalty.

Pay attention – really listen. People can tell when you are really listening to them. It feels really good, doesn’t it? True listening is becoming a rarity. Too many things are going on in our lives today. Listen to customer concerns. Pay attention to their ideas. Listen closely to their order to avoid misunderstandings and errors. Consider holding a focus group with customers. When you really listen, it improves your engagement and appreciation level with customers.

Give Customers Choices. Everyone has opinions and likes to make their own choices. When appropriate, ask customers if your solution to their problem is OK for them. There are always different ways to handle problems and challenges. Try the “We can offer these solutions…. which would work best for you?” approach.

Start to show your customers are important today

There are a lot of books and articles written about customer service strategies and how to develop processes to serve customers better. All of these pieces have valuable, but if we put all of our focus on processes, systems, strategies and procedures we may lose track of something basic, yet very important. Every customer is a person. Someone with feelings and expectations.

You might glean some additional insights into this critical element of your business from HelpScout. Here is where you can find their 2018 update of 75 Customer Service Facts, Quotes & Statistics: How Your Business Can Deliver With the Best of the Best research.

Most of the approaches above can be done by all of us on any given day. It doesn’t matter what kind of business you operate or what products or services you sell. If you have customers, you are clearly – or should be – in the ‘people’ business. The approaches aren’t difficult and most cost nothing at all to easily implement. When we do improve the customer’s experience, we make our own work day more enjoyable and easier. We may well begin creating legions of loyal customers right away. You know what they say about happy customers – they pass on positive messages and reviews to others.