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The Customer is Always Right, (Especially when you think they aren't!)
| Guest post by: Terri Zwierzynski |
Article Overview: It takes a long time for a self employed business owner to build up a reputation for great customer service. I am a caring person, and putting customer service first is something I hold very dear as an important aspect of how I do business.
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The Customer is Always Right, (Especially when you think they aren't!)
It takes a long time for a self employed business owner to build up a reputation for great customer service. I am a caring person, and putting customer service first is something I hold very dear as an important aspect of how I do business. And recently, I almost blew it. In a fit of irritation over a client's request for help, I made a very poor assumption -- and almost made an idiot of myself in the process.
As I reflected on that experience, I came up with these four elements of providing great customer service as a self employed business owner. I share them as a model of how to think about your own customer service interactions (especially those that occur via email) and as a reminder to myself too. I call it the CARE model of email customer service.
C = already a Customer!
Gaining a new customer is 5-10 times more expensive than keeping an existing customer. So doesn't it make sense that we should treat them accordingly? It's easy, when you are in a rush, to forget all the work it took to get them to be a customer in the first place. And never underestimate the wrath of a customer scorned -- a disgruntled customer is much more likely to talk to others about that one bad experience they had with you, than all the good experiences that came before it.
Customers are precious -- remember to treat them that way!
A = Attitude
Having a bad day? In a rush to get to an appointment? If you respond to a customer under those circumstances, chances are that your annoyance or hurry, even if it is not about them, will creep into your response. The words you choose are very important; doubly so if you are responding via email. It's hard to choose the best words if you are peeved or if your mind is elsewhere!
So, take time and care to respond. Find a time when you can take a few deep breaths and set aside any distractions. If you can't find the time, or feel yourself unable to curb your negative energy, get someone else on your team to respond.
R = Relationship
EVERY customer interaction is a link in your relationship with that customer. A good customer interaction, where you solve their problem and make them feel better in the process, makes for a solid, strong relationship. On the other hand, a careless response puts a weak link into the relationship. And a chain is only as strong as its weakest link!
Customer retention is all about how you make your customer feel. Use polite, professional (but not necessarily formal) language, take care to re-read what you've written before sending, and thank them, even if they are complaining. And always ask, at the close of your email, if you've solved their problem or answered their question adequately. These little things can make a big difference.
E = Extra
How can you go the extra mile when interacting with your customers? Can you deliver more than they are asking for? Or just add an unexpected measure of kindness in your response?
Include additional information or advice related to their request. Or, if you can't answer their question, do a little research and point them to a helpful resource. Add a P.S. with a personal note about their health, family, a recent trip, etc. Following up with a hand-written card or note can also be a nice touch.
Treat your customers with CARE, every time, and they will come back, time and time again.
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Related Forum Posts
Re: Two Useful Books To Help You Focus On The CLIENT
- Hi David,
To add to your thread, I'd like to recommend Jonathan Tisch's "Chocolates On The Pillow Aren't Enough: Reinventing The Customer Experience".
Tisch's book includes content on "Welcoming Customers", "The New Art of Customization", "The Challenges of Customer Diversity" and "Offering Something Extra to Your Customers" to name a few.
Re: Importance of web accessibility
- This is a great concept - but like David asked, how does one best start this process.
I personally havent had any negative feedback from my sites...how would we know if they arent 'accessible'
Great post!
Jude
Re: Paypal process $315 million in payments per day.
- I agree with you David, their Customer relations suck. This mean other payment systems like 2CO and WORLDPAY should work on their customers relations to take more slice of the market.
Re: How does an entrepreneur stay energized?
- ;0) you obviously arent from Canada.
A double double is a coffee with 2 creme, 2 sugar at Tim Horton's (our largest coffee shop chain in Canada)
;0)
if you come, let me know, and I 'll buy you one.
Jude
Re: Trade Shows - Are They Worth It?
- Tradeshows can be a great addition to your marketing strategies but in order for them to be positive, you must know what you are hoping to accomplish.
most tradeshows now are very niched and very expensive. when you are starting out - attend as many as you can and gather as much information, and as many contacts as possible.
you also need to make sure that tradeshows arent your only strategy. there are alot of tire kickers at tradeshows so be informed and aware...
set goals and try new things
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