Customer service is a crucial skill you must have as an entrepreneur. You
need not only be adept in closing and finalizing a sale, but in keeping that
customer for many years to come. In business, there is an "80-20
rule" that states that 80 percent of your business will come from 20
percent of your clients. Hence, you must learn how to keep your customers
and develop loyalty, which you can achieve by providing professional,
efficient and warm service.
(article continued below ...)
I recently experienced an example of great customer service from a very
unlikely source - my new dentist. I thought all along that Dental clinics
and marketing tactics don't mix. But I was wrong. This dentist is a genius
in handling customers. No wonder the friend who recommended him to me has
been waxing praises for him! And she has been a loyal to his dental patient
all these years. She also made it a point to recommend him to every person
she knows.
Knowing that people would rather avoid visits to dental clinics, this
dentist tries to overcome the challenge by successfully employing ways to go
above and beyond his customers' expectations every day. To promote his
home-based dental practice, this dentist even creates "brand
identity" in his niche - and his strategies work! Through his customer
service strategies, he is able to "knock the socks off" of his
customers, even me. Now, it is my turn to endorse him to everyone I know in
our area.
What would really "knock the socks off" of your customers? Here
are some ideas that I learned from this dentist that will help you cement
your identity with your customers:
Look and cleanliness of your place of business.
The dentist's clinic,
which is half of his brownstone house, combines the sterility of a medical
clinic with the warmth of his home. It is well decorated, elegant, and
tastefully lighted. Knowing patients' aversion to dental clinics, he place
interesting objects to calm and relax the patient, like paintings on the
ceiling that patients can focus on during a dental procedure. There is even
a blackboard at the reception area welcoming the new customers for that day.
Whether you are operating a retail business or a service business, think
how the look of your store or office can affect your customers. It should
always be presentable and clean. You need to make sure that everything that
the customer will visit or see - from your fitting rooms, wrap desk,
mirrors, doors and exterior - are all in tip-top shape. Especially if you
are operating your business from home, the areas that your customer will
pass through should be as orderly and professional as possible. No rubber
duckies on the floor or pet dogs wandering about.
The impression that you create with the look of your place of business is
a non-verbal communication signal that tells your customers how you value
your business and put premium on your customer needs. The right look can
give your customers a sense of trust, helps put them at ease, and fosters a
good lasting first impression. More importantly, it convinces them that they
made the right choice in selecting your business.
Know the needs of the customers.
This dentist won me over when he sat
down with me and took the time to know what I want, and I saw that he was
willing to go the extra mile to please me.
Many entrepreneurs make the mistake of assuming what customers want. But
stop: listen first to what the customers say they want. Then ask them how
you can be of help; after all, you are there to "help" them get
what they want and need, and not to "sell." As the dentist kept on
repeating to me, he is there to help me get the smile that I want.
Let your customers know how you are planning to address their needs and
what you will do for them. Emphasize the high quality of customer service
that they will get from you. Don't think that you are being boastful: after
all, if you keep quiet, your customers may not notice the difference! As
this dentist told me when I balked at his price, "If you want a lower
price, I can refer you to other providers. But I cannot guarantee that you'd
be getting the same kind of service that I provide." Then he enumerated
the specifics of the service that he offers.
Special services offered to customers, especially at "no
charge."
Customers appreciate hearing from vendors, "This is what
we normally offer to our customers, but for you we'll make the exception and
offer you additional services." More so if those additional services
are free! Everybody loves freebies, and online stores to consulting firms
have all used the power of free to win clients and successfully negotiate
contracts.
The dentist volunteered to study my dental health insurance plan so he
could suggest ways to cut down the costs of the dental procedures that I
need. He even gave me a bag full of dental cleaning goodies, which I wasn't
expecting at all!
Without selling the store, there might be something that you can offer to
your customers to let them know that they are valued by your business. It
can be free shipping, some free samples, or even a little of your time. If
you are operating a cake decorating service, for example, you may want to
make suggestions to clients confused as to what to order. By taking the time
out to help them make their decision, you have shown them that they are
valued as customers.
Deliver what you promise.
You can talk all you want about the quality
of your service, but if you do not deliver what you promise, you may still
lose that customer. More than that, not delivering what was agreed upon with
the customer can be the stuff lawsuits are made of.
If you say you are delivering the product in two days, be sure that you
are able to come through. Shipping an item in one week is not the same as
promising the customer that they will receive the package in two days. Two
hours before the wedding is not the same as two hours after a wedding when
delivering a wedding cake. Studio-quality pictures are not the same as
blurred and fuzzy shots of the event's photographs.
Customer service means giving the customer exactly (not "similar
to" or "better than") what was ordered at the time when
delivery was promised (Monday and not Tuesday) of the complete job order
(not 75% of the order but 100%).
Care taken in packing the customers purchase.
When the dentist gave me
the bag of dental cleaning goodies, I was pleasantly surprised to note that
he took the time to order specially made bags printed with his name and
dental office address. I expect that from a retail store, but definitely not
from a dentist.
Particularly if you are in retail business whether online or traditional,
you must make sure that the quality of bags, tissue, gift boxes, packaging
materials, etc. meets the overall standard of your business. The care in
which you place the customer's purchase reinforces the positive image of
your business. More so if you are shipping the ordered items, the customers
must feel that you care enough about them to make sure that the purchases
arrive in one piece. These "little finishing touches" are always
well appreciated by customers.
Oozing with professionalism.
Everything about your business should
shout "professional" - from your ads, marketing, business cards,
website, etc. to the way that you deal with your customers and clients. If
you are going to make your own marketing materials, take the time to study
real-life examples of effective campaigns in graphic design and marketing
books, or browse through the Internet to see how others have done their
brochures or sites. However, if you think you cannot produce good quality
materials, then begin shopping around for the services of an expert.
Consistency of training.
Customer service should be a responsibility
of everyone involved in your business. Your employees, assistants or family
members helping in your business should all be committed to giving the best
quality of service to customers. Many customers complain of two-faced
customer service: deal with the owner of the business and they get the
attention and care that they need, but deal with the assistants and all they
get is indifference. You need to emphasize to your workers that everyone
should help customers with the same courtesy.
The dentist has trained his receiving clerk and dental assistants well.
They were courteous, warm and welcoming, yet efficient and businesslike. As
I entered the door of the clinic, they treated me as if they've known me for
years. The welcome was very warm and they made me feel comfortable almost
immediately. His employees were professional and reflect the
"identity" of his business.
Handwritten thank you cards to customers on special store stationary.
A few days after my visit, I was surprised to receive a personalized
thank-you card from the dentist, telling me how much he appreciated my
visit. He even gave me pointers on how to care for my teeth. And guess what?
The tactic works so well with me. It really warmed my heart that he took the
time to write his personal thoughts to thank me for keeping my appointment
(I used to make all sorts of excuses not to go to the dentist).
After every order or service rendered, take time to send your customers a
brief thank-you note. Your customers will appreciate the time that you took
to thank them for their business. It would also show that they are dealing
with a person, not with a "faceless corporate entity," thus
helping foster loyalty and trust.
======
Like
this Article? Recommend This to a Friend
| 
