(Image removed)Customer Service is Reactive
Too often, customer service is thought of solely as a reaction to a customer complaint or a measured response to a piece of feedback. Very often customers don’t complain, they just don’t come back. How about this? Last summer I visited JD Sports to buy a pair of trainers. When I found ones I liked, I handed them to the shop assistant and asked for them in my size. After a few minutes, she returned and handed me the shoes back “We don’t have them in stock I’m afraid” and walked off instead of offering an alternative pair or finding out more about what I was after. So I simply walked out! I’m not alone here either as 90% of UK shoppers walk away without buying something if they get bad customer service. How can anyone react to customer emotions that they never get to hear?
This works both ways though. Picture the scene. I’m sitting in a coffee shop in Vienna Airport after a weekend away before returning to the UK via Germany. After my coffee, I head to the gate only to be met by ground crew who tell me my flight is delayed and at Berlin Airport they will need to rush me off the plain and head quickly to my connecting flight. On arrival, nothing happened and I missed my flight… I was tired and angry that I was promised an action that never happened. Once I got to the Air Berlin customer service desk I had mentally prepared my words to express how unhappy I was, only to be met by
Before you say anything Mr Goodman, you’ve missed your flight to the UK, there are no more this evening and there is nothing I can do about that. However, I have a taxi outside waiting to take you to a hotel which I’ve booked you into. You will also receive a meal, and tomorrow morning you will be picked up at 5.30 to bring you back here where you’re booked on the first flight home. Any questions?
…er, no!!
Customer Service is Proactive
I think what both those instances tell us is that Customer Service is much more proactive. Actually, it’s often more about how we’re treated before we’re actually customers. It’s why we use the accountant that we do, or my hairdresser, or where I get my lunch from. It’s why Nicky and I even chose to open our accounts with our bank. It’s the way we were treated from the moment our relationship started, long before we signed any agreements or I sat down for a trim. Again, my emotions and reactions as a customer here are far from unique. In fact, 86% of customers are more likely to purchase something following a good customer experience and 64% are unlikely to repurchase something if they are very dissatisfied with the customer service interaction.
Customer Service is Reciprocal
Although this has been the case for years, the impact of social media has increased this further with customer service being now more about reciprocity. A powerful psychological state that produces deep seated motivation. In short, you do something amazing for a customer and they feel they have to do something amazing back – like share how wonderful you are.
A simply example of this happened only recently when a customer asked if we possibly had a spare laptop charger he could use, was it a Dell and how much was it? We did, it was and he didn't have to pay anything. He was so happy (and relieved) that he put it on his Facebook page which is liked by 1002 people.
It is clear from all this, that customer service is intrinsic in everything we do. Therefore, here are 3 simple tips for you to focus on:
1) It Starts From Now
The next person who calls you or walks through your door could be a customer. So, treat them with the respect that your existing customers would expect. How they feel will affect their buying decision and determine how they speak about you. Even if they don’t buy from you, there is every chance that they know someone who is looking for what you offer.
2) Ask Your Customers
In case you missed the headline, here it is again “Ask Your Customers.” I think we’re often afraid of asking because we’re afraid of the response. But why? What’s the worst that can happen? If they hate you and never plan to buy from you again, find out why. If you’re not sure what to ask, may I suggest simply these:
- Would you recommend me/us to a friend?
- Why?
3) Give Your Customers a Platform
If your customers’ emotions have been push to one end of the spectrum or another, they will talk about you. Therefore, it’s best to know what they’re saying. So, have a page on your website or encourage them to use your social media feeds, but give them a chance to say how wonderful you are or what you can do better.
I’ll leave the last words to Walt Disney…
“Whatever you do, do it well. Do it so well that when people see you do it they will want to come back and see you do it again and they will want to bring others and show them how well you do what you do”
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