GOES A LONG WAY
We all like people to keep their promises to us. But can we keep our promises to our customers? Is there such thing as offering customers predictable outcomes every time?
Before customers engage in a companies service experience, there are 3 questions that they are asking about that organization.
- Can I TRUST you
- Will you be LOYAL (committed) to me
- Do you CARE
How an organisation chooses to answer these questions could mean the difference between success and failure with their customers.
So here’s a brief breakdown of the TLC of Service.
Make sure it ‘Does What it Says on the Tin’!
This plays out in making sure that as a company you are offering what you advertised to the customer without:
- Hidden costs
- Unnecessary red tape
- Complicated legal fine print packed with innuendoes that not even Superman with his Xray vision could read through and understand
Loyalty – (Commitment)
It’s not a matter of if something will go wrong, it’s more a question of when something goes wrong, how will it be dealt with? This is the time that customers are the most vulnerable and need to feel a genuine sense of the companies loyalty and commitment to them. After all it’s worth taking into consideration that they could have spent their hard earned dollars with another supplier that offers the same products and services. When things go wrong companies need to ensure they:
- Take responsibility
- Deal with the matter quickly and efficiently
- Offer relevant and adequate recovery that comes from a motivation to satisfy the customer and not just the organisation
Customers are much more likely to wipe the slate clean and forgive a companies misgivings if they experience an authentic and genuine resolve.
Customers like to feel, after they’ve completed their purchase that there’s still some connection between them and the organisation. At no time should they feel that your service offering was only transactional. Believe it or not, your customers want to build a relationship with you and possibly experience your services again.
Some of the ways you can help to build that relationship and gain some customer loyalty are to:
1. Make sure they feel that there’s an open door policy
2. Throw in some meaningful but customer friendly ways to get their feedback and input on the experience you offer
3. Find a non intrusive way to keep in touch with them about new services and products you will be offering
4. Recognise and reward them for their patronage by sending them a thanks for your business note, creating personalised special offers, acknowledging their birthdays, or sending them a Christmas card at the end of the year.
All of these little touch points go a long way.
At the end of the day when it’s all said and done, your main aim as a Service Professional is to WOW your customers, gain their loyalty and of course grow your business. But it’s important to remember that purchasing has an emotional element. Be it garments, houses, holidays or fine wine; your customers want to feel valued, appreciated and cared for and there’s no better way to do this, than giving them a little TLC!