by Asa Beavers
Today, we seem to be bombarded constantly with news of the difficulties faced by business. Are we in recession, or is it merely a 'severe downturn?' Is it all bad news? Certainly not. Is there anything a businessperson can do to overcome these pressures? Absolutely. It demands commitment, hard work and an obsession with customer service.
In difficult economic times, many businesses focus on cutting costs - an understandable and generally prudent thing to do. But some try to cut costs by cutting corners on customer service. This is exactly the wrong thing to do. Right now, service matters more than ever.
Giving great service makes good business sense. But how do you actually achieve it? Here are eight proven principles you can use:
- Understand how your customers' expectations are rising and changing over time. Use customer surveys, interviews and focus groups to really understand what your customers want, what they value, and think about what they are getting, (or not getting) from your business.
- Use quality service to differentiate your business from your competition. Make yourself different from your competitors by providing personalized, responsive and "extra-mile service" that stands out in a unique way which customers will appreciate and remember.
- Set and achieve high service standards. Go beyond basic and expected levels of service to provide your customers with desired and even surprising interactions.
- Learn to manage your customer's expectations. You can't always give customers everything their hearts desire. Sometimes you need to bring their expectations into line with what you know you can deliver.
- Bounce back with effective service recovery. Sometimes things do go wrong. When it happens to your customers, do everything you can to make things right again, as soon as possible. Fix the problem. Show sincere concern for any discomfort, frustration or inconvenience. Then do a little bit more by giving your customers something positive to remember - a token of goodwill, a small gift of appreciation, a discount on future orders, or an upgrade to a higher class of product. Restoring customer goodwill is worth the price in future orders and new business.
- Appreciate your complaining customers. Customers with complaints can be your best allies in building and improving your business because they point out where your system is faulty, and where procedures are weak or problematic. And remember, for every one person who complains, there are many more who won't even bother to tell you. The others just take their business elsewhere. At least the complainer gives you a chance to reply and set things right.
- Take personal responsibility. The most reliable way to bring about constructive change in your organization is to take personal responsibility and help make good things happen. Make recommendations, propose new ideas, give your suggestions, volunteer to help out with problem-solving teams and projects.
- See the world from your customers' point of view. We often get so caught up in our own world that we lose sight of what our customers actually experience.
Customers want to be sure they get maximum value for the money they choose to spend. Provide the assurance your customers seek.
About the Author
Asa Beavers is a small business coach and consultant. He shares tips, techniques and strategies with smalll business owners to boost clarity and focus, create strategic action plans, and increase sales and profits. Visit his website at www.redlinebsg.com, email Asa at asa@redlinebsg.com, or call 919-367-0790.