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The average company loses approximately 20% of its customers each year.
Patricia Sellers, “What Customers Really Want,” Fortune
About
four years ago, I decided to purchase a wireless phone and headset for work.
At the time, none of the local chain stores were carrying these specialized
products and I was hesitant to purchase the items through a catalogue or the
Internet. A few years before, I had encountered a local company, Headsets
Plus at the annual Chamber of Commerce Business Showcase and decided to give
them a call. It was one of the best business decisions I have ever made.
It did not take long for me to realize, the owners of Headsets Plus had
developed and perfected their own brand of creating and retaining loyal
customers. “Customer service is our number one priority and product,”
explained owners Chris and Julie Hill. Both had been in other careers,
before venturing into the world of telephones equipment and services. One
of the lessons they had previously learned was that without repeat customers,
the cost of creating new business was astronomical.
When
we discussed some of their various techniques for creating loyal customers here
are some suggestions they shared:
Make it convenient for the customer. If a customer needs assistance
at 7:00 a.m. in the morning, then be there! Businesses need to operate on
customer time, not their own time. That is why so many Internet businesses
are currently folding; assistance is not available or convenient for the
customer.
Create a customer advisory board. If you are creating or selling a
new product or service, ask for customer input. You can either do this
one-on-one of through informal group meetings with no more then eight
individuals at a time. During the
course of the meetings, establish specific customer needs, will the product
address those needs, what changes if any would improve the product/service and
establish how would it be best to introduce the new item.
Give your customers business. Patronize the businesses that use
your services and products. People want to do business with others who are
willing to buy from them.
Recommend your customers to others. When you promote your customer’s services or
products, it creates goodwill for your business. It further indicates you
are willing to share clients and leads and are concerned with the success of
your customers business.
Always listen to your customers. Listening is a real rarity in this day
and age. Customers want to know the information they provided was
genuinely heard and then acted upon. Be sure to let you customer know how
you followed up on their complaint or request.
Send thank you cards.
It only takes a few minutes to hand write a note that extends sincere
appreciation for your customer’s purchase and time. The few minutes and
small amount of money you extend during the thank you process is worth far more
then any major advertising campaign.
Maintain a positive attitude. Even when the going get tough it is important to always have
a positive attitude toward the customer. Clients do not care that you have
had a lousy day; they want quality service with a smile.
Be a resource. Regardless of what your customer needs, be willing
to send them to your competitor if you are unable to provide the product or
service. Also be willing to do research to help them make the best
possible selection even if it has nothing to do with your products or services.
Give back to your best customers. Occasionally offer a special,
provide a discount or open your facility special hours for only the customers
who have expended a considerable amount with your organization.
Be accessible. A business that is only open and available for their
own convenience will soon loose customers. Being available to answer
questions, make referrals or provide services and products, especially when your
competitor is not available will endear you to your customer.
Create trust. Your credibility is always on the line. Be
honest, straightforward and don’t make promises you are unable keep. If
you fail to
establish a credible reputation, your customers will soon be doing business with
your competitors.
Return phone calls promptly. If you do not respond to your
customer’s requests within 24 hours, they will go elsewhere. Be sure to check
your voicemail messages regularly so you can respond quickly to the customer
needs.
Deliver what you promise. Never make an offer or promise you will be unable to keep.
It is better to deliver a product early then give a delivery date that is
unattainable. Always project a delivery date that considers unforeseen
manufacturer challenges and potential problems with the mail or delivery
service.
Own your mistakes. “We goofed,” is open, honest and
straightforward. When you own your mistakes, it creates trust with your
customers. Be sure to follow-up with how you will rectify the unfortunate
situation.
Stay in touch with your customers. When you have not heard from
your customer in what seems like a long time (two weeks, a month, more then what
is normal), give them a call. Is everything all right? How are they
doing? Is there anything you can do to help?
Send them articles of interest. If you know someone is considering
purchasing a new computer (this is not your specialty) for example, and you come
across a magazine article outlining how to purchase a new system, forward it to
the client. It shows you have truly listened to them and that you care
about the success of their business.
Treat a $5 order just like you would a $5,000 order. Treating your
customers equally builds rapport. That$5 order may very well be the next
$5,000 order because you created a solid and equal foundation of service and
care.
Give them choices.
Provide as many options as possible with ample information to help the customer
make a decision. When you give them choices, you are giving the customer
control of the situation. People are happier when they feel they are in charge
and have options.
Honor each customer’s uniqueness. Always take the time to
understand the individual needs, concerns and issues of each person in an
organization.
Respect the customer’s time. The customer’s time is just as
important as yours. When people have to wait, frustrations arise. If
it is necessary for the client to wait, always apologize and offer an
alternative to waiting.
Long-term success in today’s highly competitive business world is dependent on
your ability to develop customers for life. Customers after all are your
livelihood, without them, you could not exist. Even though you may well be a
doctor, attorney, manufacturer, or banker ,your primary business is people. In
order to sell your product or provide your service, you must have people who are
in need of what you have to sell. Your ability to create positive client
relationships by using a few simple people oriented techniques will help you to
develop and maintain customers for life.
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