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As my own business has grown and expanded, I've
had an increasing need to seek the products and services of other businesses. It
has been quite a learning process for me, and I want to share with you my own
personal experiences as a customer -- so that you, too, can apply some of these
principles and be more successful.
What follows are 14 "rules" that I insist on if I am to become
anyone's steady customer. These are the things I want and expect; items that I
believe are indispensable to good business. In fact, I think you'll find that
most customers and clients want the very same things.
Customer service tip #1: Price alone is not enough to keep a
customer's business
Your lower price may tempt me, or even motivate me to start using your
product, but without quality and service, you'll quickly lose me
as a client or customer. No matter how fair and competitive the price, I've
learned that my business will suffer unless you are delivering an
excellent product and providing first-rate, reliable service.
Customer service tip #2: You must continue to render excellent
service at all times
I've found that many businesses are very attentive to my needs on the
first one or two orders -- the "honeymoon" period. However, when
the honeymoon is over, the service and the attentiveness begin to slip. I'm
willing to give one warning if I sense that the level of service is diminishing.
If this happens a second time, rest assured that I'll find another business to
take your place.
Customer service tip #3: Never, never lie
Nothing is more important to me in a business relationship than honesty
and integrity. There are no second chances if I feel that you have been
dishonest or unethical in any way. We're all human and mistakes are made. I can
forgive a mistake or an occasional oversight in performance, but I insist on
being told the truth. Once I lose faith in your honesty and integrity, you've
lost my business.
Customer service tip #4: Live up to every promise you make
You'd be amazed at how most businesses completely disregard this
principle. A company represents that the product will be ready in two weeks --
and then delivers in 4-5 weeks. I am making plans and issuing promises to my
customers based on your word. When you deliver on time, you make me look good;
which, in turn, makes you look good. When you fail to honor your commitment, you
create problems for my business, which I'm not willing to tolerate. Quite
simply, be honest. I recognize that there will be times when you will be
unable to deliver on the date promised. All I ask is that, in these instances,
you call me before the scheduled delivery date, explain the
circumstances, and let me, the customer, know when you'll be able to deliver.
By calling the customer, you defuse the situation -- and, in general, find
that the customer is very understanding. In my experience, however, far too many
businesses wait until the deadline passes, hoping that the customer will forget
the promise. They're wrong! When you attempt to hide and escape your own
commitments, all you do is destroy any prospects for future business.
Customer service tip #5: Don't offer excuses to your customers
When I order a product or service from you and you can't deliver as
promised, I'm really not interested in your problems with your suppliers,
workers, etc. I expect you to do whatever is necessary to provide the product or
service within the time frame we agreed upon. The fact that one of your
suppliers is extremely busy means nothing to me. I have my own business to run.
If my suppliers are letting me down, I look for new suppliers. I suggest that
you do the same. Don't use your staff problems or poor business relationships
with others as reasons to break your commitments to me.
Customer service tip #6: Never tell the customer that his or her order
is delayed because you're busy with a "bigger" order
The customer only cares about his or her order. It's insulting to hear
that the job is being pushed aside to handle a larger order. Deliver as promised
and make every customer feel important.
Customer service tip #7: Value excellence in all areas of your
business, even in those unrelated to your primary product or service
If you're sloppy or negligent in one aspect of your job, I begin to
think that you are sloppy in other areas as well. For instance, if you send me a
letter with six typographical errors and seventeen blotches of
"white-out," you've got me wondering about the work being done by your
company. If you can't invest the time and effort into proofreading your
correspondence, do you expect me to believe that you'll effectively service my
account?
Customer service tip #8: Return all telephone calls as soon as possible
If I call you, I expect a prompt return call. When you don't return my
call, you are telling me that you aren't interested in my business. If you are
busy and can't return the call right away, have someone else in your office call
to assist me or to let me know when I can expect a call from you. I can easily
appreciate your diligent efforts to work with another customer, if someone takes
the time to explain this to me. What I can't tolerate is being ignored.
Customer service tip #9: Respect your customer's intelligence; don't
avoid their phone calls. (But if you do, don't make it so obvious!)
One frequent and comical example.... I call at 4:56 p.m. and ask for
"Joe," only to be told that, "I think he just left for the
day, but let me see if I can catch him." I am then put on hold for two
minutes while Joe, who is six feet from his secretary, thinks about whether to
take my call. After this allotted "stall" period, the secretary
returns and says, "I tried to catch him but couldn't." Does she want
me to believe that she raced down the corridor, screaming "Joe! Joe!"
at the top of her lungs, and then dove at the elevator doors just as they were
closing? Please, don't insult me. Give up the "I'll try to catch him"
routine and just say that Joe is tied up and will call me back tomorrow morning.
Customer service tip #10: Learn as much as you can about the client's
business
I respect those businesses that take the time to learn more about my
company. Understanding my needs puts you in a better position to meet my
requirements and will probably enable you to sell me more of your products and
services.
Customer service tip #11: Go the extra mile for your clients
Plain and simple: do more than you are paid to do. Start believing in
the principle that what you give to others and the way you treat people will
eventually come back to you. Do a spectacular job ... and a little bit more. It
will pay dividends in the long run.
Customer service tip #12: Get constant feedback from your customers
about how your business is doing
Practicing the Golden Rule is usually enough. If you treat each
customer as you would like to be treated, the chances are that the vast majority
of your customers will be satisfied. Yet, there will be some customers who
expect something more or different than what you would expect. That's why it's
essential to learn each customer's perception of your business performance. And
the only way to learn this information is to ask.
Customer service tip #13: The cheapest advertising is a satisfied
customer
View every one of your customers as a potential salesperson to promote
your product or service. How many referrals are you receiving from existing
customers? That's one important indication of how well you're doing and whether
your business will continue to grow. When I get a quality product, on time, and
with pleasant service, I go out of my way to tell others about that company. If
you aren't getting referrals, then you should determine why -- and make some
adjustments. Ask your customers if they are hesitant in recommending you to
others. If the answer is "yes," have them specify their reasons in
detail.
Customer service tip #14: The customer is always right
What do you have to gain by contending that your customer is wrong and
insisting on following your "policy?" I'm amazed at how many
businesses make a big fuss over $10 or $20 items just to prove a point. Don't
let your ego get in the way of a business transaction. If you do, you'll lose
those customers and, worse yet, they will verbally poison your business by
telling others how you mistreated them.
Customers are the lifeblood of your organization; without them, you cannot
survive. Whether or not you personally believe that your customers'
concerns are valid is irrelevant. What's important is that they are satisfied so
that they will continue to do business with you in the future and perhaps
recommend you to others. After all, it's much cheaper to please your existing
customers than it is to find new ones.
(Note: Of course, there are some exceptions to this rule, such as when a
customer makes an unreasonable demand that jeopardizes the future of your
business. In most cases, however, keeping the customer happy is your most
profitable move.)
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Well, there you have it -- 14 tips for building a more successful business.
At your next business meeting or lunch, why not take the time to discuss and
evaluate how your business is performing in these areas? And get some input from
your customers!
As Earl Nightingale always stressed, the customer is the "boss."
Don't ever forget to keep the boss satisfied.
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