Recently, I had a decent, but incomplete, customer service experience with a large corporation. Were they polite, yes. Were they able to resolve my problem, yes. Would I recommend their company to my friends and family members? Hmm, would I? I mean, really think about that.
Your cousin casually mentions that they are looking for a new car, or a new wireless carrier or a new dry cleaner for that matter. Is there a company that you are so passionate about, that you would speak up and say “Hey, I know just the folks you need to call to take care of you!” I was HAPPY with my customer service experience, by the end of the interaction. However, I can honestly say that if someone I cared about, asked me if they should go to this corporation for their products and services, I’d be on the fence with regards to recommending them.
What does this mean?
This means you can have customers who leave your store happy. They feel like they received a fair deal and they love their new car. They received adequate service and overall they were pleased with the way they were treated. But when their Mom mentions that she is looking for a new car, they could NOT recommend you or your store to her. Their mother may even bring it up herself, “Didn’t you just buy a new car? Where did you go to get yours?” Your customer could even name your store and still their Mother won’t be convinced that that is the place for her to purchase her new vehicle.
How do you set your store apart, and set yourself up for referral business?
There is absolutely no substitute for sincerity and passion about your brand. You can’t just say “Thank you” or “We appreciate your business” or “We care about your experience with us today.” In fact, if you say it and don’t mean it, you’re actually doing damage. I recently had a CSR answer the phone with “Thank you for calling <XYZ Company>, where we appreciate our customers” and I almost laughed out loud… the woman on the other end of the phone sounded less than enthusiastic to help me and just the tone of her voice convinced me otherwise.
You can’t make people care about your brand or store. You have to find, and hire people who are passionate about helping your customers. If you are the salesperson in this case, and you are passionate about helping your customers, as well as sincere when you thank them for their business. I promise you’ll be more successful at gaining referrals than your less enthusiastic counterparts.
Learn how to create relationships that will stand the test of time
Your enthusiasm in contagious. If you are in management, this will trickle down to your reps. And if you are a rep this will be passed on to your customers. Have you ever had a day that was just like six mondays smashed together? We all have, right? Do you remember having an interaction with a stranger, on a day such as that, and it turning your whole day around? It could have been the grocery store or buying a new pair of shoes. Whatever the case, that person had a positive impact on your day, and subsequently you. This may have changed your perception of their Brand as well. In the same way that a negative experience would change your perception of a particular Brand.
The difference is that, to create a real impact with a positive experience, you have to work a LOT harder. The experience must be truly exceptional, and above and beyond the call of duty of your basic job requirements. within the company. There is a saying “People never remember a clean house, but they always remember a dirty one.” And the same can be said for Customer Service. People will remember the bad over the good nearly 1000 to 1. Your job is to figure out how to make your customer service excellent, exceptional and consistently awesome. And therefore how to create lasting relationships with your customers. Fostering a sense of brand loyalty and going to extra mile to ensure future business via referral.
The attached infographic has some tips on what makes for excellent customer service. How realistic do you think are these customer expectations or your business? Share your thoughts in the comments below…
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Source: Why do Companies with Great Customer Service Succeed?