How much do you know about your customers? Do you know what makes them happy?
Mad? Restless? Let's face it, you should! Businesses often operate in ignorance
of what their customers like or dislike, ignore and abhor. To ensure retention,
pay attention!
The Basics: What Customers Love
When you know them, remember them by name and remember their
preferences.
To be treated with respect
To feel special
To know you're accountable when problems arise
The ability to reach a live voice or person when problems arise
To receive lagniappe - a little something extra, for their money's worth
The Basics: What Customers Hate
The runaround - and having to repeat one's predicament repeatedly
Labyrinthine voice mail systems
Ignorant salespeople
Apathetic employees
Being put on hold
Being left on hold
Being disconnected after holding
Poor routing of their phone call to the incorrect person
Repeatedly hearing how important their patronage is while on hold
indefinitely
Canned e-mail responses that are unresponsive or miss the particulars of
the problem
Sales reps with surly or superior attitudes who are condescending
Lack of empathy
Taking customers for granted
Being nickel and dimed!
Adhering to the letter of the law as opposed to the spirit of the law
How We Can Win Points With Customers
Exceed their expectations!
Anticipate client needs even before they do
Proactively head off problems before they occur
Advocate for your customers with management
Provide full service - offering one-stop shopping for myriad client
needs
Make doing business with you fun and easy
Don't make charge-backs, returns and problems problematic to address
Grow with your customers
Treat them like royalty and employ a touch of class in your interactions
Your Next Steps
Audit your sales and customer service process; look for ways to
streamline both for your customers' convenience.
Make sure your sales reps know your product lines inside and out.
Poll your customers to uncover new ways to better serve them.
Create a marketing plan for keeping in front of your customers: e-zines,
ads, invites, demos, sales and courtesy calls, focus groups and other
mechanisms.
Review your returns; look for patterns and trends. Fix systemic flaws in
your systems.
Seek to reward devoted, long-term customers for their loyalty.
To the extent possible, meet and better acquaint yourself with your
customers so they're more than a customer number or account name.
Don't treat customers like dreaded in-laws. Treat them like beloved family!
With these words I thee wed.
CRAIG HARRISON is a speaker, trainer and consultant who
makes communication and customer service fun and easy for his clients. To hear
his voice, call (888) 450-0664. Otherwise you can visit his website
http://www.expressionsofexcellence.com or send e-mail to
Excellence@craigspeaks.com.
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