PROTALK
CORNER:
SIX RULES of Customer Satisfaction
Are you old enough to remember what service stations were? You pulled up to the gas pump and a real person came running out, greeted you with a smile and started pumping gas. While the gas was flowing the attendant washed your windows and checked under the hood. In contrast, today the only time you see an attendant is when you walk inside the building to pay. Maybe that’s why they are now referred to as “gas” stations instead of “service” stations.
The decline in customer service across America has some good and bad news for entrepreneurs. The bad news is that most businesses don’t understand the basics of what good customer service is all about. The good news is businesses that exert even a little extra effort to provide memorable service will stand out when it comes to impressing both current and potential customers.
The difference between stellar service and offering the same basic service level that every one else does is a matter of following six basic rules that will always impress your customers.
#1—Every customer is a promoter for your business. If they are impressed they will continue to do business with you and praise you to other people. If they are unimpressed you will lose their business and the business of all the people they share their experience with.
#2—Always underpromise and overperform. How often do we listen to a sales person tell us about a product or service only to find out that a little liberty was taken to embellish what would be provided? It comes down to communication. Make sure customers understand exactly what a product offers along with its restrictions.
#3—Respond in a timely manner. Without exception, no phone message should go more than 24 hours without being responded to. In general, every message you receive should get a call back by the end of that business day.
#4—Never be late for an appointment. Simply put, there are no excuses that will override the negative impression of not showing up on time.
#5—There is nothing more important than a customer with a problem. The more quickly and professionally you respond to a customer’s need, the easier it will be to resolve the issue.
#6—Show customers how much you care and let them know how much you appreciate their business. Always make sure you send a thank you note immediately after an initial meeting. After making a sale, go ahead and send another thank you note. Then, after 30 days, call to make sure all is well and thank them one last time. While you’re at it, remind the client that satisfied customers are some of your best sources for new business and that you hope they will pass the word to their friends and associates.
Good customer satisfaction doesn’t really take a lot of work. Common sense should lead you to treat customers in the same way you would like to be treated. Just make sure you put customer satisfaction at the top of your goal list. Keep customers satisfied, keep customers happy, keep customers smiling and you’ll keep your customers!
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ProTalk Small-Business Consultants
As an AFS Member, unlimited access to professional business consultants is just a phone call or keystroke away and at no additional cost! The many issues you face in business can be overwhelming. Whether you need advice on financing, structuring your business, marketing, or legal and accounting issues, a professional is available. ProTalk provides you access to consultants who can help with any business-related question you have.
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