Good customer service leaves the customer feeling they've had a great experience and feeling happy. 'Today, one halogen bulb went out from my pendant cluster. I called the showroom and spoke with Ken regarding a replacement. He went over and beyond to help me find out what wattage and bulb I needed. I placed the order on the phone and couldn't have been more elated! He truly is an asset to your company!' (Yelp-Hartford,CT)
A service experience in which they will also give positive feedback to others, who may then come for the same service you offer and in turn become a repeat customer. 'I recently remodeled my bathroom. I looked all over the chain stores and couldn't find anything of quality. When I walked into this center, I was very surprised to see how many bathroom lights there were. And the quality was excellent. The bathroom fixture I wanted wasn't in stock but it was sent to me without any problems. The sales people were also very helpful and very nice. I need outside light fixtures and I will go there again for them and all my lighting needs. Very friendly people and the prices are reasonable as well.' (Yelp-Hartford,CT)
Susan Ward, author of '8 Rules for Good Customer Service', provides some suggestions for delivering good service that gets repeat business:
- Answer your phone. Get call forwarding. Or an answering service. Hire staff if you need to. But make sure that someone is picking up the phone when someone calls your business. (Notice I say 'someone'. People who call want to talk to a live person, not a fake 'recorded robot'.)
- Don't make promises unless you will keep them. Not plan to keep them. Will keep them. Reliability is one of the keys to any good relationship, and good customer service is no exception. If you say, 'Your new bedroom furniture will be delivered on Tuesday', make sure it is delivered on Tuesday. Otherwise, don't say it. The same rule applies to client appointments, deadlines, etc.. Think before you give any promise - because nothing annoys customers more than a broken one.
- Listen to your customers. Is there anything more exasperating than telling someone what you want or what your problem is and then discovering that that person hasn't been paying attention and needs to have it explained again? From a customer's point of view, I doubt it. Can the sales pitches and the product babble. Let your customer talk and show him that you are listening by making the appropriate responses, such as suggesting how to solve the problem.
- Deal with complaints. No one likes hearing complaints, and many of us have developed a reflex shrug, saying, 'You can't please all the people all the time'. Maybe not, but if you give the complaint your attention, you may be able to please this one person this one time - and position your business to reap the benefits of good customer service.
- Be helpful - even if there's no immediate profit in it. The other day I popped into a local watch shop because I had lost the small piece that clips the pieces of my watch band together. When I explained the problem, the proprietor said that he thought he might have one lying around. He found it, attached it to my watch band – and charged me nothing! Where do you think I'll go when I need a new watch band or even a new watch? And how many people do you think I've told this story to?
- Train your staff to be always helpful, courteous, and knowledgeable. Do it yourself or hire someone to train them. Talk to them about good customer service and what it is (and isn't) regularly. Most importantly, give every member of your staff enough information and power to make those small customer-pleasing decisions, so he never has to say, 'I don't know, but so-and-so will be back at..'
- Take the extra step. For instance, if someone walks into your store and asks you to help them find something, don't just say, 'It's in aisle 3'. Lead the customer to the item. Better yet, wait and see if he has questions about it, or further needs. Whatever the extra step may be, if you want to provide good customer service, take it. They may not say so to you, but people notice when people make an extra effort and will tell other people.
- Throw in something extra. Whether it's a coupon for a future discount, additional information on how to use the product, or a genuine smile, people love to get more than they thought they were getting. And don’t think that a gesture has to be large to be effective. The local art framer that we use attaches a package of picture hangers to every picture he frames. A small thing, but so appreciated.
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