It’s not every day that someone new will walk into your store. Consider that for a second. The exponentially broadening range of choices for consumers in the 21st Century combined with their need to not put up with ever being mistreated in a customer relationship means that as business owners and business courtiers we need to do our jobs even better. We need to elevate the expectations we have of ourselves. We need to be the absolute best faces of and for our business that we can. Period. So when you’re hoping to capture and keep not just average customers but the right customers you do that in one simple way; with outstanding quality service.
It’s been reported that 2/3 Americans said they would spend an average of 13% more with company that provides excellent customer service than one that does not. Taken in that regard, this just seems to be a simple numbers game then. If you want to keep your customers and keep them happily spending, you will provide them with good, better, or excellent customer service.
The importance of good customer service goes even further than that. The common wisdom of those customers who have a good customer service experience will tell two of their friends and those who have a bad customer experience will know no mercy can’t be more apt than in today’s marketplace. With the advent of social media and the instant agitation of people, your business could instantly and with great rage wind up on some bitter web-blog; the caption and comments of rage to follow should only hasten your need to get good customer service experience front and center.
How to obtain customers and keep them is a good metric and is particularly relevant, not just in business, but in our lives generally.
- How do we find and keep a life partner?
- How do we find and keep friends?
- The same metrics which go into these relationships need to find their way into your business.
You obtain customers by giving them something new; something that they had been seeking or even something that they didn’t know they needed. You keep customers by giving them reason to feel as though they can’t live without whatever you’re offering. By making them feel as though they are a part of a larger family; something bigger than either of the two of you. This is not something that’s easily accomplished. In as brand-centric a world as the one in which we live and with the herd-mentality that so many consumers share, it’s easy for the little guy to get squashed. You remain relevant in business by showing your customers why they need to keep you there.
There are so many differing medium for drawing in your customers. From straight print or TV advertisements, billboards, to mail, email, and telemarketing, the saturation is prolific. It’s much like the just passed election. So many people remained so committed to one candidate or the other; nowhere was this more prevalent than in the advertising which went along with it.
At the end of the day the candidate who had the best message and remained confident won the race. The candidate who didn’t provide good customer service lost. The resulting madness with things like mobile apps and webpages with winners before they were winners only further dug the hole for one.
Apple Computers is the biggest company in the world. MSN recently conducted a survey; more than 77% of respondents gave APPLE excellent or good rating for customer service; 8.3% said poor.
How does your business stack up against numbers like that?