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How to Stop Making Your Customers and Clients Look Stupid

Guest post by: Tom Borg

Article Overview: Many businesses and organization make their customersand clients look stupid by not communicating how to properly do business with their organization.

How to Stop Making Your Customers and Clients Look Stupid



A customer patiently waits in line at the secretary of state's office for license tabs. Finally arriving at the window, he's informed by the clerk that he was in the wrong line and will have to greet in line for the next window. The customer feels foolish and deceived. The sign that informs the customers where to stand is not easily seen. The clerk's attitude only adds insult to a bruised ego.

Another customer calls a very busy manufacturing company and is put on hold for two and a half minutes. The switchboard operator finally comes back and connects her with the proper department. If that customer had been given a direct number to dial, she could have saved herself the two and a half minutes she waited, plus a likely toll charge.

Still another customer gets out of her car to pump gasoline at a self-serve station. She inserts the gasoline nozzle into her gas tank receptacle and pulls the trigger. Nothing happens. She stands there befuddled. After looking around for several sec­onds, a voice blares out over a speaker that she must pay first in order to pump the gas. Startled and embarrassed, she reluctantly heads over to the cashier's window to pay for the privilege of pumping her own gasoline.

Are these stupid customers? No, they are recipients of poor communication. The chances of their satisfaction level being very high are 0 to -3. What could be done to help these customers have a successful experience with the company or organization from which they are trying to receive service?

The management needs to look through the eyes and hear through the ears of the customer. They need to get in touch with what their customers are experiencing. Is the system that is in place making it difficult for the customers to do business with that company or organization? If so, changes are in order.

A simple way to stimulate improvement would be to ask the customer this question: "What are the two most important things we can do to serve you better?"Once that information is received from a good representation of customers, call a brainstorming session with your entire staff (from management right down to the front-liners). At this session, divide the group so that there are several sub-groups composed of both management and frontline employees. After gathering all the solutions that are generated, implement the best ones. Giving appropriate recognition to those who made the suggestions will enhance future brainstorming sessions. In 30 days, re-evaluate the results by polling your customers and sharing those results with the employees of the company.

In summary, finding out what you can do to make it simpler and easier for your customers to do business with your company, and then doing it, is one way to increased customer retention.

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Article Tags: customer service, customer service training
Referred by: http://www.salestrailblazer.com



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20% increase - One of my businesses uses a system to help business owners manage customer relationships and encourage more referrals. I'm finding that this economy is making business owners take a second look at their business and it's assets (aka customers) to see how they can leverage them. Make those Customers (one-time sale) into Clients (repeat sales). I'm finding them more open to having this discussion with me and the results are speaking for itself. Everyone I've worked with so far has seen at least a 20% increase in sales or referrals within 4-6 months all done by managing an existing relationship.
Re: Who Did You Learn Most From and Why? - Hi Martin, You missed out on the most essential community that helps you grow - Your Clients. Well, I believe that my Initial Clients have been the ones who have given me the moments of 'aha' in my business. They have stood by me even when I was a starter and that has helped me shape and build my stand. They have helped me grow as an entrepreneur, learn to have loads of patience and make the most of what comes across. They have also helped me to strengthen me as a person. btw, personally speaking, my Grandfather always kept me on track and lent me emotional support when I was down in any matter - be it business or otherwise.
Re: Google Pagerank update inprogress - In the past few updates I have seen several of my sites with very little content or links that I never do anything with gain PR, while the sites I work on all the time stay the same or lower. Stupid if you ask me!
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: Quote of the Day - "Don't be embarrassed about asking "stupi - One of my favorite requests when leading a class, workshop, lecture, interview, whatever... There are no Stupid Questions, don't be afraid to ask - someone else has the same question, but is afraid to ask On the other hand - try anticipate the questions Back to the first hand - Some People ARE dummer than a ROCK


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