The Seven Secrets of Great Customer Service
Copyright 2006 Cari Haus
There's a new sub shop in town, and their service--and food--are
exceptional. We live in a small town with limited options, so
the first thing I did after trying this recently arrived
spectacular fare was tell the next five people I saw. I wasn't
really trying to be a walking billboard, it just came naturally.
That, of course, is what every thinking business person wants to
have customers do for their business. What could be a more
effective marketing tool than a truly excited "customer
evangelist"? If you want customers to truly fall in love with
your business, here are some things you can do:
1. Make a Commitment
If you don't commit to great customer service, you can be sure
it won't happen. Devote yourself to treating your customers
right. Develop a company culture that focuses on customer
service, and go above and beyond the call of duty. Your
customers will thank-you for it, and more than likely, tell
their friends.
2. Know Your Stuff
Customers are pretty astute judges of character. If you are
competent, confident and knowledgeable, you stand a better
chance of winning their confidence and trust. I have a long list
of questions customers usually ask when buying log furniture,
and I know the answers to those questions like the back of my
hand. You might say this comes from selling log furniture for
five years, but it took more than that.
When I first started into this business, I kept a list of
questions customers asked. Questions about shipping, product
weight, log bed assembly, warranties--the list goes on. I
memorized the answers to those questions, and that initial
groundwork has helped me immensely over the years.
3. Get Acquainted and Follow the Golden Rule
Some customers aren't chatty, and that's fine. But some do like
to talk, and it takes a fair amount of conversation to wrap up a
large log furniture order. Some transactions are pretty
cut-and-dried, but on some, by the time their furniture is
delivered, the customer feels like an old friend. I feel a very
strong obligation to them, and they sense that. They trusted me
with their money, and they want quality furniture for their
mountain cabin or chalet on the lake.
A friendly phone relationship goes a long way towards working
out a smooth transaction and delivery, and customers who have
connected with you will be a lot more likely to shout from the
housetops that they are thrilled with your customer service. The
bottom line for me is to treat customers how I want to be
treated. If you treat your customers with courtesy and respect,
they will not only appreciate it, but be much more likely to
send their friends your way.
4. The customer is always right
Even if they are stressed out and totally unreasonable, I never
argue with a customer. Some of my customers are coordinating two
or three shipments of furniture on one day. Many of them just
built a new log cabin, and have a lot going on. Then a semi
truck gets stuck on their mountain road, or their vacation is
almost over and the furniture has to come in a three-day window
of time, and the customer gets worked up. It's been my steady
experience that if I am calm, reasonable and fair with a
customer, they will respond in like manner. There are still a
lot of good people in this world--and if you treat them
well--even if they are under stress for some reason totally
unrelated to you, they will usually respond to that.
5. Communication is Key
We can give people a pretty good idea of when their log
furniture will be delivered, right when they order. But since it
sometimes takes 2-3 weeks to arrive, communication is very
important in our business. People like to know when their
furniture shipped. They like to get a tracking number. They like
to know what to expect when the shipment arrives.
Customers really appreciate it when you respond to their
inquiries with a sense of urgency. They want a quick resolution
to their concerns, and if you can provide it, you stand an
excellent chance of winning their repeat business.
6. Expect the Best out of People
I had a customer order a log bed from me yesterday whose credit
card wouldn't go through. I kept getting address mismatches on
her card. I called the merchant account processor, and they
suggested it might be fraud. I was concerned, yet the customer
did seem legit. In the end, it turned out there as a glitch
between American Express and my credit card processor. After
some checking, American Express assured me that all was well
with the customer. During this time, I had thoughts about fraud
but never let on to the customer what I was thinking. Even
though I had questions, I chose to expect the best.
This doesn't mean I put through the transaction until all seemed
to be well. But it does pay off to give the customer the benefit
of the doubt. Often people will only rise as high as your
expectations of them. If you expect them to be a jerk, or treat
them like a jerk, an otherwise nice person may get annoyed and
act like a jerk. And the reverse is also true.
7. Keep your Promises
The lady who just ordered the log bed has to have it in two
weeks. When she first asked for that, I had to do some checking.
I simply do not make a promise unless I know I can keep it. I
had to get her zip code and see how long it would take to ship.
I had to check with my Amish furniture maker to see if he had
the bed in stock, and when he could have it ready. It wasn't
until I had promises from my trustworthy suppliers that I could
make a promise to the customer.
Customers notice whether you keep your promises. If you give an
honest account of what you can do, then "stand on your head" to
keep your promise, customers will appreciate your level of
customer service. I don't know how it works in your business,
but in my business, people who need log beds also need night
stands and armoires. They need log book shelves, and bar stools,
and rocking chairs. And they often live on a lake or mountain,
near other people who like rustic furniture as well.
More often than not, a happy customer translates into repeat and
referral business. And that's music to the ears of any business
person--to hear the voice of their good friend--a repeat
customer--on the phone and ready to order again.