Have you heard the lament of musical stars that “you are only as good as your last hit?” The public is fickle, and that includes YOUR customers!
Successful businesses know and implement two things: consistent customer service and excellent customer service. Your customers must know what to expect (great customer service) and receive it every time.
In the book “E-Myth Revisited” by Michael E. Gerber, the author describes an experience with a barber shop. The first visit set the expectation for all future visits. But on each subsequent visit, the experience changed. He still received a good haircut but the extra amenities changed each time he went and he no longer understood what to expect. Therefore, after several visits he chose not to return as a customer. The problem was not the haircut received but the failed expectations. The business owner failed to deliver consistency. Since Gerber didn’t know what to expect, his view of the entire experience was dimmed.
What are you doing for your customers? Are you doing it the same way each time? Are you inconsistent? You must understand how broken expectations can hurt your business without you even knowing it. Do you go above and beyond one time and then provide the bare minimum the next? Do you realize the unspoken messages your customers receive?
I bet there are customers who will never do business with you (or me) again for reasons we will never know. Of course it’s impossible to prepare for every whim of every customer (nor should you) but we can be purposeful in our actions.
Determine the level of great customer service you want to provide. Now put procedures in place to make sure every customer feels valued every time. When a customer leaves a phone message, how soon do you return it? Are you consistent? Do some folks wait a day or more to hear back from you? Make it a policy to return messages within two hours. (Or whatever reasonable timeline works for you.)
What do you say to each customer? Perhaps you don’t use the same words each time, but make certain that you make eye contact (if in person) and smile. Let the customers know you are pleased they chose your business.
Are you listening to their needs and requests? Or are you formulating the answer even before they finish talking because “you already know what they are going to say? This habit can be detrimental to your business. See the situation from the perspective of your customer. They are seeking to understand, that’s why they are asking. Mirror that by being understanding.
Finally ask yourself, “how do I like to be treated? What makes me feel important?” And never forget when it comes to customers they, like Janet Jackson, are continually asking, what have you done for me lately?
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What do you think? Are you listening??? Leave a comment below and let’s talk about it….