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Itb is service that counts

Ifeoma Tete Mbuk
How do you distinguish your business from the competition? Service, not cost will keep your customers coming back. Service is not just a smile or pleasant tone of voice. Authentic service is ethical, value based and practiced all the time. Our values may include integrity, accountability, quality, collaboration, and teamwork.

A value may be defined as “that which is important to someone and which affects the way a person acts.” We base our behaviors on daily choices, and hopefully, our strategic plans on standards and principles which arise from our personally held values. We look for this in our leaders, on our teams, and with each other. It is surprising how often we share the same values, but never discuss them.

How does our value influence our service offering in a way that enhances customer loyalty and repeat purchases.
You can offer promotions and slash prices to bring in as many new customers as you want, but unless you can get some of those customers to come back, your business won’t be profitable for long. Good customer service is all about bringing customers back. And about sending them away happy – happy enough to pass positive feedback about your business along to others, who may then try the product or service you offer for themselves and in their turn become repeat customers.

If you’re a good salesperson, you can sell anything to anyone once. But it will be your approach to customer service that determines whether or not you’ll ever be able to sell that person anything else. The essence of great customer service is forming a relationship with customers – a relationship that that individual customer feels that he would like to pursue.

How do you go about forming such a relationship? By remembering the one true secret of good customer service and acting accordingly; “You will be judged by what you do, not what you say.”

If you truly want to have good customer service, all you have to do is ensure that your business consistently does these things:

Answer your phone.
Get an answering service. Hire staff if you need to. Ensure that someone is picking up the phone when someone calls your business. Notice I say “someone”. People who call want to talk to a live person, not a recorded voice
Don’t make promises unless you WILL keep them.

Reliability is one of the keys to any good relationship, and good customer service is no exception. If you say, “Your new bedroom furniture will be delivered on Tuesday”, make sure it is delivered on Tuesday. Otherwise, don’t say it. The same rule applies to client appointments, deadlines, and so on. Think before you give any promise – because nothing annoys customers more than a broken one.

Listen to your customers.
Nothing is more exasperating than telling someone what you want or what your problem is and then discovering that that person hasn’t been paying attention and needs to have it explained again. From a customer’s point of view, I doubt it. Let your customer talk and show him that you are listening by making the appropriate responses, such as suggesting how to solve the problem.

Deal with complaints.
No one likes hearing complaints, and many of us have developed a reflex shrug, saying, “You can’t please all the people all the time”. Maybe not, but if you give the complaint your attention, you may be able to please this one person this one time – and position your business to reap the benefits of great customer service.
Be helpful – even if there’s no immediate profit in it.

The other day I popped into a local watch shop because I had lost the small piece that clips the pieces of my watch band together. When I explained the problem, the proprietor said that he thought he might have one lying around. He found it, attached it to my watch band – and charged me nothing! Where do you think I’ll go when I need a new watch band or even a new watch? And how many people do you think I’ve told this story to?

Educate your staff (if you have any) to be ALWAYS helpful, courteous, and knowledgeable.
Do it yourself or hire someone to educate them. Talk to them about good customer service and what it is (and isn’t) regularly. Most importantly, give every member of your staff enough information and power to make those small customer-pleasing decisions, so he never has to say, “I don’t know, but so-and-so will be back at…”
Take the extra step.

For instance, if someone walks into your store and asks you to help them find something, don’t just say, “It’s in Aisle 3.” Lead the customer to the item. Better yet, wait and see if he has questions about it, or further needs. Whatever the extra step may be, if you want to provide good customer service, take it. They may not say so to you, but people notice when people make an extra effort and will tell other people.

Introduce something extra.
Whether it’s a coupon for a future discount, additional information on how to use the product, or a genuine smile, people love to get more than they thought they were getting. Do not think that a gesture has to be large to be effective. The local “washerman” that we use attaches a “thank you note” to every washing he delivers. A small thing, but so appreciated.

Apply these simple rules consistently, your business will become known for its great customer service. And the best part? The irony of good customer service is that over time it will bring in more new customers than promotions and price slashing ever did.


Disclaimer

Comments expressed here do not reflect the opinions of vanguard newspapers or any employee thereof.