Why won’t anyone take my money these days?
It might seem like a ridiculous question, but I have noticed more and more a lack of customer service that equates to me not wanting to return to that place to shop again in the future.
Research from NewVoiceMedia shows that poor customer service costs businesses a whopping $75 billion a year!
When customers don’t feel appreciated or taken care of, they go somewhere else. These customers who move from brand to brand because of poor customer service experiences are called “serial switchers,” and there are a lot of them - more than 67 million, according to the same research.
Customer focus and care is more important than ever; there are just too many places for your customers to get the products and services they need. However, that shouldn’t scare you - it should invigorate you! That’s because it’s also easier than ever before to stand out in a positive way!
Here are three ways to “up” your customer service game and be the melody amidst a bunch of noise.
Give your people permission to make decisions.
When your customers find themselves being passed from person to person to get answers, they feel like they are not valued. From a customer’s standpoint, if I call your store or main phone number and have to be transferred three times to get an answer to my question, that experience will determine whether or not I ever shop with you again. If I can call another store similar to yours and get my answer on the first try, they are my new goto.
I experienced the power of this when I ordered a dress online from Kate Spade as a present. When I received it, it didn’t come with a box. I went to the local Kate Spade store and asked if I could buy a Kate Spade box. The saleswoman looked up my order to confirm I made the purchase and told me, if I was going to make any more purchases, to come into the store first and they would match the online price anytime. She smiled and said, “We’ll take care of you.” I ended up looking around and buying a wallet while I was there that day. The same saleswoman gave me 10% off for coming into the store, as well as the box I had originally come in for. She then called me a few days later and asked for my birthday so they could send me something special when the time came. Those little things made me feel cared for and valued as a customer.
Remember that your front-line people are the ones who interact with your customers the most. Even though they may be ‘lower on the totem pole’ than a lot of others within your company, they are the most important from a customer’s perspective. Give those team members a feeling of ownership by empowering them to make front line decisions for your customers. Make sure they are not only encouraged to take initiative, but are also praised for doing so.
Give your people the proper training so they feel comfortable making decisions.
Give your people the understanding that it is okay to treat the customer the way those customers want to be treated, not just treating everyone the same way. In other words, some customers want to be left alone, while others want you to be a part of their shopping experience. For me personally, I love it when a salesperson offers suggestions or gives advice they believe might help me with my choices or decisions. I know that other people want to be left alone, but know that a salesperson is within reach when they do have any questions or are ready to make a decision.
When you find out how your customer wants to be treated, and you respect that, they will remain your customer for a long time.
Offer training to your people that goes beyond just selling your products.
Think about what holds people back from offering great customer service? It’s typically not product knowledge; instead, it’s self-esteem, self-doubt, lack of confidence or feeling like they are being ‘too pushy’ as a salesperson. Whether it’s on-site or virtual, making sure your front-line people are comfortable and believe in themselves and their abilities as much as they believe in your product and services will make your business one that people want to come back to because it makes them feel good.
What businesses jump to your mind when I say ‘good customer service?’ Typically, businesses like Nordstrom, Southwest Airlines, and Starbucks come up. Those are examples of businesses that make the positive customer experience a non-negotiable part of their day to day front-line operations.
Every interaction with your customers is an opportunity to make them feel valued, and it’s often the little, positive touches that make a huge difference when it comes to customer service. That experience always starts with your front-line people. When you give them what they need to succeed, you gain customers who want to come back for more.