There are satisfied customers – those who have received their products or services and are content with their purchase; there are dissatisfied customers – those whose expectations have not been met; and then there are off-the-charts fans of your business – those clients who have received memorable, exceptional customer service and products. Can you think of the last customer service experience you had that made you a raving fan? Creating this type of memorable experience for your customers does not have to be difficult.
Use Failure as an Opportunity to Improve
We all set out to make our clients happy with the work we do, but we don’t always succeed. Failure to make a client happy with your product or service is not a failure at all – rather, take it as an opportunity to create an even stronger impression. Think of client dissatisfaction as the best time to show just how resilient, patient, and cooperative your company can be. Use negative feedback to improve your future operations and customer service. As long as you learn from your mistakes, you will only get better.
Customer Experience is a Part of Your Brand
Great customer service should be a part of your package, not an afterthought. If you find yourself constantly patching up problems and messes, then it’s probably time to re-evaluate your approach. Think of good service as a part of the product you are selling – people are buying your product or service over others because you offer the complete package – a great experience in addition to a great product. Win more sales with great products, win customer loyalty with great service. Be passionate about customer service and show your customers that you care. Find a way to build excellent customer service into your process from the very beginning.
Leadership Leads Good Customer Experience
Realize that good customer service starts at the leadership level. If treating your customers to a good experience is not valued by leadership, then that will be reflected in other positions. Other hindrances to good customer experience are apathy, disorganization, and disengagement of employees. All of these are problems that can be solved by good leadership. Executives should provide training, assistance, and perks for good customer service. A solid client-centric program should have guidelines for providing good service, as well as protocol for addressing problems when they do arise. In the case of Zappos, for example, if clients don’t like the shoes they ordered, no problem! Just return the items with free shipping both ways. The problem of customer dissatisfaction is virtually erased, since they can return the product without worrying about being charged. When you have a great customer experience, it’s because that experience is built into the very culture of the organization, beginning at the top.
Check out a few of our favorite books on the topic of customer service:
The New Gold Standard – The Ritz Carlton Hotel Company