written by guest blogger, Christine Hepburn.
For some, this is the busiest time of year and for others it’s time where business slows down. Whichever category you fall into, now is an ideal time to revisit what you do, why you do it, and how you do it. Everything you do should be focused on making it easy for your customers to do business with you, not the other way round.
Ask yourself the question, are you serving, or are you being of service to your customers?
A logo means nothing without a brand behind it, but when you deliver on your brand promise of customer experience through service excellence, it becomes your most profitable asset.
Let me illustrate this point with a couple of examples.
I went shopping for an item I needed at a local business, called ahead to make sure there was one in stock, then went to buy it. I was met by an assistant who could have just processed the transaction and I would have left the store satisfied. Instead, I was met by a person who asked how I was going to use the item and then told me about another option and demonstrated what it would do for me. Not only did I purchase the item I wanted, I added the item I didn’t know I needed.
Would I do business with them again? Yes. Would I recommend them? Yes. Would I talk about them positively? Yes.
A second example was the opposite experience. A contingent of workers gathered in a small residential street at 6:00 am, yelling loudly to each other without any concern for the residents, blocking driveways without notice and starting large machinery. However, each of their vehicles was emblazoned with their business brand.
Would I do business with them? No. Would I recommend them? Not a chance. Would I speak about them? Yes, in the negative.
The judging process for the recent service excellence awards highlighted the extremely small percentage of customers who provide feedback when faced with unsatisfactory service standards. Most take the approach of quietly leaving and not returning. These are the customers who will be marketing your business negatively on their social networks or when speaking to their friends and family.
This same powerful word of mouth marketing can work in your favour, if your attention is on the smaller details of your customer’s experience. Your customers are more astute than ever on where they spend their dollars and they are less willing to forgive a mediocre or poor standard of service.
Serving from the heart, taking responsibility for your customers experience and creating memorable moments, attracts and retains valuable customers through a positive brand message.
Christine is the director and principal trainer for The Defining Edge Training and Development.
Business Tasmania would like to thank Christine for her contribution