These five tips can prevent you from losing your customers to your competitors.
Turn upset customers into your best word-of-mouth marketers. Recently, I was in a restaurant waiting for my order. One of the customers was telling a story about how she purchased an item from a local store where the box was damaged and moldy. The manager said he’d knock off $20 so the item was now $79.99 instead of $99.99 so she purchased it. Then the woman asked if they had any more in another store. This was the last one. This woman decided to call another store and they have the item in stock. The original price was $79.99! She took her original purchase in a damaged box back and got a nice new product for the same price from the other store.
I wonder how many customers overheard her story? Where do you think those customers are going to shop? Here’s five customer service mistakes to avoid.
- Trying to be everything to everyone. Know your customers and why they come to you. Spend your time and money keeping these customers happy. Let’s face it, some customers cost us more money than they bring in by complaining to get their bill reduced or services for free. These customers cost you more than you get in return in lost revenue and bad publicity. Send them to your competitor, you’ll be time and money ahead.
- Ignoring bad feedback. Feedback is available online for the world to see. Instead of taking down all the negative comments, look at it as a marketing tool. Contact the customer and talk to them about their issue. Correct the issue and post how you fixed the problem. Better yet, ask them to add the correction to their post. Companies make mistakes but a company that is willing to fix their mistakes knows the value of word-of-mouth advertising. People will be recommending you to others because you took care of their needs after a mistake.
- Not listening. Nothing makes a customer madder than someone reading them a canned response. Listen to their complaint without interruption. Let them know they were heard by paraphrasing the issue and apologizing even if you are not at fault. It is difficult to get accurate information when a customer is upset.
- Follow through. If you tell them you have to check with a supervisor and you’ll call them back tomorrow, then do it! Even if you have not gotten an answer from the supervisor, call them back to let them know you have not forgotten them. Make sure you do call with an answer. This follow through builds trust in the company.
- Not being truthful. Sometimes we have to disappoint a customer because of company policy. Apologize and let the customer know why you cannot do what they ask. Keep the policies consistent for all customers. If you do it for one, you need to do it for all. Customers talk and with social media, news spreads quickly if you have not been truthful with a customer.
Front line employees are the first people a customer sees and/or talks with so what they say and do is a direct reflection on your company. Choose front line employees with the personality to handle customer issues. Take time to train them on the skills they need to care for your customers.
Facilitator| Consultant| SME Curriculum Advisor| Online Instructor
Jean Brownlie helps businesses and organizations attain increased levels of job satisfaction, cooperation, and employee morale through interactive trainings and consultation.
She works with subject matter experts to develop curriculum for your in-house training needs.
