Q - What do customers really want?
A - Customers want you to listen to them. They want you to show them respect and listen to their needs. Don’t assume you know what they’re going to say. Let them tell you. And don’t interrupt them.
Customers want you to take responsibility. They want you to own them and their problem. Don’t pass the buck. Take care of them the way you would take care of your grandmother. See their issue through to completion. And then follow up with them and make sure they are happy with the outcome.
Customers want you to pay attention to the details. They want you to use their name when speaking to them, and call them back when you say you are going to. They want to feel important, because they are.
Customers want you to remember it is their time and money. They don’t have to do business with you; there are other companies they can buy from. Remember, you are not doing them a favor. They are the reason you are in business. To serve them!
Give customers what THEY want, and they’ll be sure to come back! And they’ll tell others to come as well. And isn’t that what WE want?
Q - How can I differentiate myself from everyone else that offers the same product or service that I do?
A - It starts with the first contact a prospective client or customer has with you and your company. Remember that every interaction with you or any of your employees is an opportunity to delight or disappoint. How are your phones being answered? Is it by someone with a smile in their voice, or someone who sounds bothered because they just got interrupted. If a prospect walks into your business, are they being greeted by you or your employees, or are they being ignored? Treat your prospect like you would your grandmother. Make them feel special, important and valued. Use their name. Treat them the way THEY want to be treated. Do what you say you’re going to do. Follow up, follow up, follow up. If you make a mistake, own it and fix it fast. Your competitors may not be doing any of these things, and THAT is what is going to make someone want to do business with YOU. The product or service that you offer may be similar, but it’s the service that you provide that will make.
Q - What is the difference between customer satisfaction and customer loyalty?
A - Customer satisfaction is temporary. The customer had an “OK” experience. It wasn’t horrible, but it wasn’t great. They got what they expected, and nothing more. If a new competitor showed up tomorrow, they would probably leave you to try out them out. Satisfied customers will shop anywhere. If they don’t like the service they receive, they will leave, not tell you and never come back.
Customer loyalty is long-term. A loyal customer had their needs met and exceeded. They felt great about doing business with you. They proactively talk about the experience they had with you. They refer others to you. Loyal customers encourage others to buy from you, and they let you know if there is a problem because they want you to fix it so they can remain loyal to you.
Would you rather have satisfied customers or loyal customers?
Randi Busse, President
Workforce Development Group
randi@workdevgroup.com