.....2 out of 3 ain't bad!

No doubt you've been on the receiving end of lousy customer service a time or two. You've come to a company with questions only to be told by some sterile voice to press this or click that until you arrive full circle to your starting place with no help at all. Or, worse, you've reached some bored CSR (Customer Service Representative) who calls you by name but delivers only the infamous phrase, "I am sorry, but there is nothing I can do."

Now you are on the other side of the equation. You own a business or you manage a department or you are now in sales and you want your customers to be happy, to come back for more products or services, and to tell others wonderful things about your company. What do you do?

Whatever it is that your company does, no matter how you do it, you make a promise to each and every customer that darkens your virtual door. You enter into a contract, even if the terms aren't explicitly stated. The consumer pays you something, and you promise to provide a product or a service. There are pledges of quality and quickness. Customer service involves living up to your word on these matters, but it really gets to shine when something goes wrong.

Here's the thing. Mistakes are opportunities -- golden ones. Here's why. Studies show that a satisfied customer will tell 2-3 people about his experience with your company. A dissatisfied consumer will share their lament with 8-10 people and some will push that number to twenty.

But here's the opportunity. An unhappy customer will become a loyal consumer if you fix his complaint and do it quickly. Eighty percent (80%) of these folks will come back to you if you've treated them fairly. That percentage rises to the upper 90s if you respond immediately. Every day you have the chance to transform your mistakes into returning customers -- the kind who will tell other people good things about you. Imagine that.

Authority to resolve problems is what your front-line people need to keep your customers happy. Companies that don't trust their CSRs or sales people engender fear in the employees that becomes an unwillingness to provide the "on-the-spot" solutions that create loyal customers. "I'll have to check with my supervisor", is a formula for disaster. There is a high correlation between excellent customer service ratings, a solid bottom line, and employee loyalty. Build these strengths into your structure. Teach your CSRs to say, "I can fix that," and give them the authority to do it. They won't give the store away. They will deliver profits.

Service that goes beyond expectations. If you've made a mistake, fix it, and then provide a perk for the customer-something that says, "I'm sorry," and, "I care". When all is said and done and the dust has settled, follow up with the customer. "How did we do?" "Is there something else you need?" Chances are you'll get another order on the spot.

A forum that gives a voice to the silent customer. Fewer than 10% of dissatisfied customers actually complain to a company, but they do complain to each other. They'll tell other people what you did wrong, even if they never tell you. Remember the statistics, and give these people every opportunity to tell you how you're doing. What you don't know can certainly hurt your company. Call them. Send them an e-mail. Write them a letter. Ask them if they're happy and what they need from you. Much of this will lead to more requests for your services or products.

Now, none of this takes into account the occasional customer that is rude, irate, and unreasonable. They're out there and despite what you've been told, they are not always right. But this is true, they are always human and chances are they will cool off and get their wits about them when they realize that you are listening, that you can help them, and that you care. Most customers will respond favorably to good manners.

Price and value weigh heavily in the minds of consumers, especially in tough economic times. Many consumers say companies haven't done enough to improve their approach to service in this economy. But it gets tougher to 'beat everyone's price....have the highest qualiity product....and provide the best customer service.'
 
Can we say...best 2 out of 3?