Is Customer Service YOUR Key to Business Success?
‘The customer experience is the next competitive battleground.’ – Jerry Gregoire, CIO Dell Computers
I believe that delivering exceptional customer service is the ultimate key to business success, whether you are a large or small business. After spending a lot of time and money winning a new customer, why waste that effort by not looking after and nurturing them so they stay loyal to you forever? In the competitive market that most businesses operate in, customer service often becomes the differentiator between businesses.
I admire the success of the Wal-Mart company. Sam Walton, the Founder of Wal-Mart, said: ‘The goal as a company is to have customer service that is not just the best but legendary’. I wonder how many companies focus on ensuring their customer service is legendary?
Often it is the simple things:
- Acknowledging your customers.
- Following up with them and treating them as individuals, not a ‘number’.
- Admitting it when things go wrong and quickly fixing the problem.
- Asking for feedback, and actioning where appropriate.
- Going beyond the call of duty in small but noticeable ways.
Lee Resources in 2010 said that attracting a new customer costs five times as much as keeping an existing one. That is a scary and costly statistic, and if true, will directly impact the bottom line; if you are losing customers and having to spend time gaining new ones, your profit will be reduced! Another relevant statistic is from Customer Thermometer, where in 2012 they stated that companies that prioritise customer experience generate 60 percent higher profits!! That is money to spend in more productive ways in your business, or perhaps to take as drawings from your business to support you in the lifestyle you want to have with your family.
In all the businesses I have owned, managed or coached in my career, superior customer service has been the cornerstone to success. It has always been ingrained into the psyche of all team members too. After-all, customer service, to be successful, MUST be delivered consistently throughout all activities across a company.
Let me share a recent personal experience I had, which demonstrates now NOT to do customer service! My husband and I are property investors in the UK, and we needed to purchase appliances for one of our newly renovated investment properties. As long time customers of CurrysPC World – a major UK appliance retailer – we visited a local store and bought the required appliances (£1300 in cost). Throughout our time at the store the customer service was excellent, such that we opened an account to make our purchases easier in future. The appliances were delivered to the investment property a few days later, and while delivering, the delivery company significantly damaged walls, carpet and vinyl. I notified Currys that afternoon, and was told I would hear from someone within 48 hours to address the issues. I began tweeting my dissatisfaction with Currys after about five days of waiting, and it was only then that their social media people made contact. Eventually I got an email from Currys two weeks after the initial complaint, telling me that their outsourced delivery company was responsible and would make contact with me within seven days. As you might imagine, I emailed Currys back telling them I expected Currys to resolve my complaint and not the delivery company, and that I would continue to tweet my experience until they had paid me approximately £350 so I could get the damage repaired. As of today, I am still waiting, so I will continue to use social media to complain. In the meantime, we have spent £1500 buying new appliances with John Lewis (another UK appliance/department store) for yet another investment property. Currys has lost our business forever, and I am telling everyone about my poor experience!! Ironically there is a very successful appliance company in New Zealand (where I am from) whose mantra is: ‘It is the putting right that counts’…. shame Curry’s doesn’t have the same approach to its business.
So, my message to you is to focus on delivering superior customer service all of the time to your customers and you will enjoy long time customer loyalty and more profit in your business. If and when things go wrong (which they will do from time to time), sort them out quickly and respectfully, and you will continue to retain your customers.
Finally, from Jeff Bezos, CEO of Amazon.com ‘If you build a great experience, customers tell each other about that. Word of mouth is powerful.’
If you would like support towards your business success, please visit www.adelemclay.com/free-resources and download all/any of the free resources are of interest to you.
Could some guidance from me be helpful to you? If so, please arrange a free 30 mins Skype strategy meeting with me. Here’s my calendar to book a meeting. I’d love to support you in some way to gain ‘seductive clarity’ in any aspect of your business or life.
Other articles on Branding, Marketing and Pricing:
Increase Your Prices and Make More Profit
Do You Compete on Price? Bad Business Decision!!
Creating Superior Customer Value – do you do that in your business?
Using YouTube for Finding Customers
Which are Your Most Profitable Customers?
Who Wants High Customer Retention?
Finding Customers via LinkedIn
What is a Customer?
What is Business Marketing?
What’s your Personal Brand?
