As the wind of economic cycles blows hard, some businesses try to contain costs by cutting corners on customer service quality. This is exactly the wrong thing to do, because customer service quality matters now more than ever. Here’s why:
A. When people buy during an economic downturn they are extremely conscious of the hard-earned money that they spend. Customers want more attention, more appreciation and more recognition when making their purchases with you, not less. Customer service quality is simply essential.
B. Customers want to be sure they get maximum value for the money they spend. They want assistance, education, training, installation, modifications and support. The basic product may remain the same, but they want more service and higher customer service quality.
C. Customers want firmer guarantees that their purchase was the right thing to do. In good times, a single bad purchase can be quickly overlooked or forgotten, but in tough times, every expenditure is scrutinized. Provide the assurance your customers seek with generous service guarantees, regular follow-up and speedy follow-through on all queries and complaints. Customer service quality matters more than you think. תוכנהלשירות לקוחות
D. In difficult economic times, people spend less time traveling and “wining and dining,” and more time carefully shopping for each and every purchase. Giving great service enhances the customer’s shopping experience and boosts your own company’s image.
When times are good, people move fast and sometimes don’t notice your efforts. In tougher times, people move more cautiously and notice every extra effort you make. Customer service quality is vital because people will pay attention and remember.
E. When money is tight, many people experience a sense of lower self-esteem. When they get good service from your business, it boosts their self-image. And when they feel good about themselves, they feel good about you. And when they feel good about you and your customer service quality, they buy.
F. In tough times, people talk more with each other about saving money and getting good value. Positive word-of-mouth is a powerful force at any time. In difficult times, even more ears will be listening. Be sure the words spoken a
The Secrets of Superior Service
Giving high customer service quality in tough times makes good business sense. But how do you actually achieve it? Here are eight proven principles you can use to raise customer service quality. I call them The Secrets of Superior Service.
1. Understand how your customers’ expectations are rising and changing over time. What was good enough last year may not be good enough now. Use customer surveys, interviews and focus groups to understand what your customers really want, what they value and what they believe they are getting (or not getting) from your business.
2. Use customer service quality to differentiate your business from your competition. Your products may be reliable and up-to-date – but your competitors’ goods are, too. Your delivery systems may be fast and user-friendly, but so are your competitors’!
You can make a more lasting difference by providing personalized, responsive and extra-mile customer service quality that stands out in a unique way your customers will appreciate – and remember.
3. Set and achieve high standards for customer service quality. You can go beyond basic and expected levels of service to provide your customers with desired and even surprising service interactions.
Determine the standard customer service quality in your industry, and then find a way to go beyond it. Give more choice than “the usual,” be more flexible than “normal,” be faster than “the average’,” and extend a better warranty than all the others.
Your customers will notice your higher standards. But eventually those standards will be copied by your competitors, too. So don’t slow down. Keep stepping up customer service quality!
4. Learn to manage your customers’ expectations. You can’t always give customers everything their hearts desire. Sometimes you need to bring their expectations into line with what you know you can deliver in regard to customer service quality.