Not so very long ago, there were businesses called “service stations.” Their purpose was to refuel vehicles and to check the oil in cars, provide maps, clean windshields and when necessary, actually perform repairs. Along with a quick check in on the vehicle it was also customary to exchange a few words with the attendants and more often than not, strike up a friendship.
Then sometime in the 1970s someone had the bright idea to get rid of the station attendants and allow motorists to “self serve,” the fuel. Gone were the free oil checks, window cleaning and connection to another human being.
To be honest, as a young woman I always liked pumping my own gas. It was fast and I didn’t have to awkwardly talk to anyone. I liked the feeling of empowerment it gave me to do it on my own. However, the self service culture didn’t stay at the pump.
Self serve grew from the gas stations to encompass nearly all customer interactions in most businesses. Today, I abhor the self checkout stations in the grocery stores. There is always a problem with the machine and I’m tired from running my life – I don’t want to check out my own groceries. (My daughters, however, love this option. LOL)
Personal attention became known as “old fashioned customer service” and was relegated to the back burner. “Quick,” “Cheap,” “Impersonal” were the marketing watchwords.
With the advent of technology things only became more impersonal. High Tech, Low Touch were the standards everyone wanted for their businesses, for their customer interactions and for their bottom lines.
Today that is beginning to change. According to a recent (2018) Microsoft survey 54% of all consumers have higher customer service expectations than they did just one year ago. Customers are demanding more personalized attention!
Customers want you to ENGAGE. They want to speak to a human being. They want to be heard all throughout the process. They want your attention.
Clients are looking for CUSTOMIZATION – not just done for you, but done with you. They want to be involved in making of their marketing, presentations and initiatives.
Your market needs PERSONALIZATION. Meeting them where they are in critical to keeping your customers your customers.
Last year, according to Accenture, 33% of customers who abandoned a business relationship did so because personalization was lacking. That’s one third of your business that could leave you if you are behind the times on this issue! It’s huge.
So, how do we get in front of this trend? Here are 3 quick ways to find out what your customers want.
1. Testimonials & Negative Customer Reviews
Mine the testimonials your customers have already given you. What things are they saying you did well that meant something to them? If your customers point out that you went the extra mile or provided service that stood out to them, make note of that! If it was important enough for them to mention, it is likely that your competitors aren’t providing that level of service. Do more of this!!
Take very seriously the negative customer reviews you receive. As business owners we tend to brush these off because they make us feel bad or we don’t want to hear it. Maybe “that” customer was just difficult. But don’t fall into this trap. Your customers are telling you what they want. Listen for things that can be changed and implement those.
2. Surveys
These don’t have to be overly formal or complicated. (Of course you could go that route – you will get great info.) But to make some quick course changes, how about a FaceBook survey? Harness the power of social media to find out what expectations your customers have and what constitutes good customer service in their eyes. It’s also a good idea to do an anonymous survey if you want folks to be completely honest. (Just be ready for the answers. Keep in mind you are trying to determine how to move your business forward so don’t take it personally.)
3. Ask
When you have customers in front of you or you run into someone on the street and you are talking about your business, ask them. People LOVE to give their opinion! It’s a simple thing to open up the conversation and find out how you can serve them better.
This works because it shows you care. It works because you have more information and a perspective you would not have considered. At heart, people really want to help other people. Let them help you give them what they want!