When evaluating your customer service practices, consider
these facts*:
- It costs between five and six times more to attract a new
customer than to keep an existing customer.
- Companies can boost profits from 25 percent to 125 percent by
retaining five percent more existing customers.
- Happy customers tell at least four others of a positive
experience. Dissatisfied customers tell as many as 12 about a
negative experience.
- The customer profitability rate tends to increase over the life
of a retained customer.
Customer service is defined by dictionary.com as: “assistance
and other resources that a company provides to the people who buy
or use its products or services,” but in reality, it is so much
more. Your customers’ experience with your organization will
determine how they perceive the quality of your service and that
experience begins and ends with the relationship you share with
your customers.
Developing a positive and mutually-beneficial relationship
with your customers is simple, but it requires consistent care and
maintenance and a commitment to listen, learn and act.
WORKFORCE CENTRAL FLORIDA (WCF) recommends these solutions
for improving your customer service practices:
Make communication a priority. This may be as simple as
having a human answer the phone so your customers can voice their
questions or concerns and know someone is listening on the other
end. By listening to your customers, you will have the opportunity
to make suggestions for solutions and learn how to improve your
business processes and/or products at the same time.
Follow through on customer feedback. Listening to
customers is the first step, but translating their feedback into
action will truly make the difference. Take time to understand your
customers’ needs; then implement an action plan to put new services
and/or strategies into place. Your customers will notice and they
will appreciate your commitment to your relationship.
Personalize your communications. Add personal touches
to e-mails and drop a handwritten note in the mail periodically.
Communicate with your customers throughout the year, not just for
special occasions. A simple “thank you for your business” or “how
can we help you” will remind your customers that you are available
to serve them at any time.
Exceed expectations. Whether it’s walking a customer to
a product in your store instead of directing them to an aisle or
providing a coupon for a future discount, customers love to receive
a little something extra during their experience. Presenting a
positive, friendly attitude while providing a helping hand or even
additional information about how to best utilize your service or
product will make your customers happy and they will likely tell
others.
Deliver on your promises. Reliability is essential,
especially now that competition and financial concerns are
ever-increasing. Simply think about what you are offering before
you grant a promise and when you do, deliver on time, without
complaints and with a smile.
Address complaints. Giving customer complaints your
attention can turn disgruntled clients into loyal consumers. When
customers know you are willing to listen and address their issues,
most often to benefit them, they are more likely to return the
favor with repeat business.
Educate your team. Employing customer service-focused
staff is just half the battle. Design and implement regular
training opportunities that communicate your organization’s
customer service mission, practices and strategies. Make sure
employees understand and are knowledgeable about the company’s
services and products and empower them to make the minor decisions
they need to make to please their customers.
