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Research Triangle Business Advisors
July 2014 Newsletter
Providing world class customer care will lead to increased sales. And, it’s so important because an unhappy client can fire anyone in the company from the CEO to the administrative staff. Customers can do that by simply choosing to purchase your products or services from someone else. This month we talk about what you can do to become a world class customer care company and thereby grow your successful business.
Bob De Contreras
How to Improve Customer Service
Some companies talk about customer care, some say customer support and others customer service. What ever you call it, you will not be successful unless you take care of your customers. At one company we know, the CEO mandated that on employee business cards, under the person’s title was another position description. The business cards read something like Miles Owen, President/CEO, Customer Service Representative. Yes, even the CEO’s business card said Customer Service Representative. This was to make the point to the customers that they were very important. It was also a way to be sure every employee was constantly reminded that customer care was the first order of business and part of the company culture.
What follows are some tips on what you need to have if you want a world class customer care program, some of the things you can say to calm an irate customer and some words that should never leave the lips of an employee when talking to an irate client.
Your keys to success lay in being able to thoroughly know all you need to know about your customer and filling their needs within reasonable bounds of time and effort.
Without happy customers, your company will ultimately fail. It has to be given a high priority for resources to perform effectively. It is performed within the bounds of mutual respect for each other’s time and effort, striking a balance between customer satisfaction and resources spent achieving it. Being a customer focused company means:
Don’t let customers guess about what to expect from you in service and support. Take the time to let them know from the time you achieve your first sale. Customers expect:
Your company’s behavior when confronted with a customer problem will really tell all about how you value customer service. To show your customer commitment instill these behaviors in your service personnel:
Now that you have the basics, take the next step to really make a lasting impression on your customers. You want your customer to be satisfied, even though the situation is terrible, and you want them to remember what you did for them for a long time.
Build long term loyalty by finding out what your customer wants and then:
On the other hand, avoid your own bad behavior by remembering the following dissatisfaction factors:
Further yet, avoid saying those things that are going to infuriate an already upset customer. Saying these words is like throwing gasoline on a fire.
Showing how much you care by your very demeanor with the customer can make all the difference. Avoid these things that will project an “I don’t care” attitude.
Customers will spend up to 10% more for the same product with better service. When customers receive good service they tell 10-12 people on average. When customers receive poor service they tell 20 people. There is an 82% chance customers will repurchase from a company where they were satisfied. There is a 91% chance that poor service will dissuade a customer from ever going back to a company.
Bailey, Keith and Leland, Customer Service for Dummies, 2001
Find out what your customers want,
How they like it,
And, let them have it.
Just that way!
Cary | Raleigh | Research Triangle Park |
Greensboro | North Carolina