Good customer service is the lifeblood of any business and can actually set you apart from your competitors. You can offer promotions and slash prices to bring in as many new customers in as you want, however, unless you can get some of those customers to come back, your business won’t be profitable for long.
Good customer service is all about bringing customers back and about sending them away happy. In fact, happy enough to pass positive feedback about your business along to others, who may then try the product or service you offer for themselves and then also become repeat customers. If you are a good salesperson, you can sell anything to anyone once. But it will be your approach to customer service that determines whether or not you will ever be able to sell that person anything else. The essence of good customer service is forming a relationship with customers that is unique and makes them want to pursue it with you.
How do you go about forming such a relationship? Here is what you need to remember: the one true secret of good customer service is that you will be judged more by what you do, than what you say.
So, if you truly want to provide consistently good customer service, all you have to do is ensure that your business consistently does these things:
1) Answer your phone.
Get call forwarding. Or an answering service. Hire staff if you need to. But make sure that someone is picking up the phone when someone calls your business. In the end, most people truly want to speak with a real person so it is actually better to have a person answering the phone rather than a recorded message.
2) Don’t make promises you cannot keep.
Reliability is another one of the keys to any good relationship, and good customer service is no exception. If you say, “Your new bedroom furniture will be delivered on Tuesday”, make sure it is delivered on Tuesday. Otherwise, don’t promise it. The same rule applies to client appointments, deadlines, etc. Think before you give any promise because nothing annoys customers more than a broken one.
3) Listen actively to your customers.
There is nothing more exasperating than telling someone what you want or what your problem is and then discovering that that person hasn’t been paying attention and needs to have it explained again. Reduce the sales pitches and the product babble. Let your customer talk and show him/her that you are listening by making the appropriate responses, such as suggesting how to solve the problem they have just described.
4) Deal with complaints.
No one likes hearing complaints, and many of us have developed a reflex shrug, saying, “You can’t please all the people all the time”. Maybe not, but if you are able to please this one person this one time by giving the complaint your attention you will position your business to reap the benefits of great customer service.
5) Be helpful – even if there’s no immediate profit in it.
The other day I popped into a local watch shop because I had lost the small piece that clips the pieces of my watch band together. When I explained the problem, the proprietor said that he thought he might have one lying around. He found it, attached it to my watch band – and charged me nothing! Where do you think I’ll go when I need a new watch band or even a new watch? And how many people do you think I’ve told this story to?
6) Train your staff to always be helpful, courteous, and knowledgeable.
Do it yourself or hire someone to train them. Talk to them about good customer service, what it is and how to deliver it, regularly. Most importantly, give every member of your staff enough information and power to make those small customer-pleasing decisions, so he/she never has to say, “I don’t know, but my manager will be back at…”
7) Take the extra step.
For instance, if someone walks into your store and asks you to help them find something, don’t just say, “It’s in Aisle 3”. Instead, lead the customer to the item. Then, wait and see if he has any questions about it or further needs. Whatever the extra step may be if you want to provide good customer service, be sure to go the extra step. They may not say so to you, but people notice when people make an extra effort and will tell others.
8) Throw in something extra.
Whether it’s a coupon for a future discount, additional information on how to use the product, or a genuine smile, people love to get more than they thought they were getting. Do not think that a gesture has to be large to be effective. A local art framer that we use attaches a package of picture hangers to every picture he frames. A small thing, but so appreciated.
If you apply these eight simple rules consistently, your business will become known for its good customer service. The irony of good customer service is that over time it will bring in more new customers than promotions and price slashing ever did!