Customers for Life: Going the Extra Mile
The most successful companies place great value on developing
lifetime relationships with their customers. In today's
competitive marketplace, they're aware that their customers are
aggressively prospected and their loyalty cannot be taken for
granted. Customer focused companies recognize that relationship
building and follow on service are critical components for
promoting both customer retention and revenue growth. First
Build a Relationship Today we have access to innovative tools
such as the Internet, cell phones, faxes and voice mail all
designed to enhance our ability to communicate. Nevertheless,
even with all of these technological tools at our disposal, the
alarming number of dissatisfied customers, lost sales and failed
relationships all reflect the fact that none of us are as
effective at communicating as we would like to believe.
Temperament understanding helps to foster effective
communication. Research in the field of human psychology
indicates people are born into one of four primary behavioral
styles: aggressive, expressive, passive or analytical. Each of
these four temperament styles requires a unique approach and
communication strategy. For example, if you are working with the
impatient, aggressive style, they want a quick fix and a bottom
line solution. Under pressure they can be ill tempered and quick
to anger. Give them options so you don't threaten his or her
need for control. Don't waste time with chitchat - stick to
business.
While at the other extreme, the stress-prone analytical style
requires more information and is interested in every detail.
Their cautious and analytical nature makes them susceptible to
buyer's remorse. Be sensitive to their need for reassurance and
guarantees. Once you learn how to identify each of the four
primary behavioral styles you will be able to work more
effectively with all of your customers.
Communicate Effectively Recognize the importance of nonverbal
communication and learn to "listen with your eyes." It might
surprise you to know that research indicates over 70 percent of
our communication is perceived nonverbally. In fact, studies
show that body language has a much greater impact and
reliability than the spoken word.
Create a favorable first impression and build rapport quickly by
using open body language. In addition to smiling and making good
eye contact, you should show the palms of your hands, keep your
arms unfolded and your legs uncrossed. You can develop harmony
by "matching and mirroring" your customer's body language
gestures. Matching and mirroring is unconscious mimicry. It's a
way of subconsciously telling another that you like them and
agree with them.
Improve your active listening skills. To develop and encourage
conversation, use open-ended questions to probe the meaning
behind your prospect's statements. Occasionally repeat your
prospect's words verbatim. By restating his or her key words or
phrases you not only clarify communication, but also build
rapport. Keep your attention focused on what your customer is
saying and avoid the temptation to interrupt, argue or dominate
the conversation. Little Things Make a Big Difference Rendering
quality customer service is both a responsibility and an
opportunity. Often salespeople view customer service as an
administrative burden that takes them away from making a sale.
The truth is that customer service provides opportunities for
cross-selling, up selling and generating quality referrals.
Customers describe quality customer service in terms of
attention to detail and responsiveness. Customer satisfaction
surveys consistently point to the fact that the little things
make a big difference. Not surprisingly, the top two customer
complaints with regards to customer service are unreturned phone
calls and a failure to keep promises and commitments. Make an
effort to see yourself through your customers' eyes. True
customer service is meeting and surpassing your customers'
expectations.
Successful salespeople "go the extra mile" when providing
service and turn the customers they serve into advocates to help
them promote their business. Your referrals and follow on
business are in direct proportion to the quality and quantity of
service you render on a daily basis. Want more referrals?
Improve your service!
Here are five powerful customer service tips.
1. Under-promise and over-deliver. Develop a reputation for
reliability; never make a promise that you can't keep. Your word
is your bond.
2. Pay attention to the small things. Get in the habit of
returning phone calls, e-mails and other correspondence quickly.
Follow up, follow up, follow up.
3. Stay in contact and keep good records. Take the time to jot
down notes from meetings and phone calls making certain to
record all relevant information. Maintain a written record of
service. This is especially helpful when clients are reassigned
to new agents. Setup a suspense system to track important
contact dates such as client review calls and birthdays.
Consider sending a personal note or an article of interest every
six months.
4. Give your customers a promotional gift. Consider sending them
a letter opener, coffee mug, or a calendar with your picture and
contact information.
5. Establish a feedback system to monitor how your customers
perceive the quality and quantity of the service you provide.
Service is not defined by what you think it is, but rather how
your customers perceive its value. When it comes to customer
service, perception is reality.
Progressive companies emphasize commitment to customer service
from the top down by establishing training standards and
continuously monitoring customer satisfaction. Companies that
fail to implement an effective customer service program actually
do a disservice to their customers and unknowingly, leave the
backdoor open to their competitors. If you do it right, sales
and service blend seamlessly and you will exceed your customers'
expectations!