Customer Service – How may I help you?

By: Dale Mask

How may I help you?” Considering the cost of recruiting new customers, that is the most important question in today’s economy.

The question is just the starting point of the Customer Service Effort, yet too often, it isn't backed up by actions that leave a lasting impression - at least from the customer's perspective. 

To put in perspective, a recent Google search for “bad customer service stories” returned 38,700,000 results (0.21 seconds), while “good customer service stories” yielded only 7,960,000 results (0.09 seconds). That's nearly five examples of poor service for every one example of excellent service. Does this mean customers are more likely to complain than praise? Or, does it mean bad service is simply more common? Either way, the key question is: how often do you experience service so outstanding that it compels you to return? Rarely.

But when exceptional service is provided, it is memorable! Outstanding service creates loyal customers who will continue to do business without hesitation—and often go the extra mile to stay connected. That loyalty matters: acquiring new customers costs seven to nine times more than keeping existing ones. Investing in great service isn’t just nice—it’s smart business.

In today's economy, it's more difficult than ever to predict what it costs to attract a new customer. What we do know is this: resolving an issue and satisfying an unhappy customer usually costs far less than losing them altogether. Going above and beyond—investing a little extra time, effort, or materials—pays off. A well-satisfied customer might not rush to write a glowing review, but they certainly won’t add to the long list of complaints found online. Customers may be quiet about great service, but they are loud about poor experiences. So, what reputation are customers building for you?  How can your company develop a reputation for World Class Customer Service?

• Get everyone involved. Make quality customer service a number one priority organization wide. The simple fact is that everyone is a customer service representative for both your internal and external customers. Everyone represents the company. Everyone has a role to play in developing a service centered culture. Train everyone on customer service and the Communication Skills that relate to customer service.

• Take customer feedback seriously. Respond, respond, respond. Accept customer praise with grace and be thankful when the customer complains. At least they let you know they have a complaint. The dissatisfied customer may tell others. But when you fix their problem, there is a really good chance they will tell others about how you went out of your way to provide the quality service they needed.  Remember every “little” complaint about the product and service is related to something that needs to be addressed. Not dealt with, these “little” complaint issues are likely to reduce customer loyalty and open the door to your competition.

• View difficult customers as an opportunity. The most vocal customer can create the most positive – or the most negative stories about your organization. The difficult customer is an opportunity to gain a new champion for your business. Instead of doing the minimum to just get rid of the difficult customer go out of your way to convert them to a well-satisfied customer. When faced with the difficult customer, remember: first defuse – then resolve the issue. It’s amazing how quickly a frown can turn into a smile. And, it’s just as amazing to see how smiles often lead to more business.

To learn more, check out our online customer service training courses.                           

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