Does Your Business Deserve a “Perfect Ten” in Customer Service?

Posted by on October 12, 2009 · Leave a Comment 

By Mal Davies

One customer can equal thousands of dollars over a lifetime to your business. Consider that a customer, who spends $100 a year, if satisfied, may continue to purchase from your company over the next ten years, or longer. A yearly purchase now has the potential to generate thousands of dollars. If one satisfied customer praises your company to his peers, his referrals could stimulate more sales, and more sales. And it can happen, when a customer becomes a life-time customer, and a “cheerleader” for your business.

Turn your customers into “cheerleaders” and let them market your business for you. A few points to consider:

1. One small sale can generate a bigger sale which when repeated, adds up to hundreds, or thousands of dollars, over a lifetime.

2. Every customer that you retain has the potential of marketing your business…at zero cost to you.

3. Each time that a customer refers your business, that customer’s bond with you becomes stronger. (That customer has invested in you and your business…his reputation is on the line!)

4. Market to your “repeat” customers and they, in turn, will market for you.

5. Once your target market is clearly defined, your business can customize its advertising message, and that means a more effective (and less costly) campaign. Compare the cost of a “generic” newspaper ad to the cost of an e-zine or newsletter mailed directly to your mailing list. The end result…more sales. And less guesswork!

So, if it costs less to market to a specific target; and if it costs less to “retain” customers, rather than “attain customers;” then, why are businesses not paying more attention to customer service?

Many customers will attest that customer service is dreadful, and that store “loyalty” is on the wane. That’s because most retailers, whether big-box stores or independents, on-line or bricks-and-mortar, do not meet or surpass the customer’s expectations. If customers rated retailers, on a scale of one to ten, how many retailers or businesses would score a perfect ten? Can you recall when your last shopping experience was truly memorable?

What does a customer expect from a business? What level of customer service would “wow” the customer? Or simply, what would it take to “retain” a customer?

1. A fair price (based on market value) for a product or service.

2. Speedy and efficient service. (If shipping, delivery as promised.)

3. Product (or service) will be as promised in promotions.

4. If on-line, website is easy to locate, easy to navigate, and secure. If in-store, the same applies.

5. Knowledgeable, informative staff. Informative website.

6. Privacy issues – guaranteed.

If all of the above conditions are delivered, the customer’s expectations are met. That makes for a pleasurable experience. Treat a customer with respect and fairness, and your business will form a long-term relationship. Meet all of the above conditions, and your business will earn a “perfect ten.”

Long-term relationships are vital to any business, whether based on-line or in-store. Spend less on advertising; target more effectively; create customers who become cheerleaders; and form stronger bonds with your customers – just by meeting the customer’s expectations. Does your business deserve a “perfect ten” in customer service?

Filed under General Business