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The goal as a company is to have customer service that is
not just the best, but legendary. - Sam Walton

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>>>>Photo by tsvajdlenka

All businesses strive to win loyalty of their customers. Let’s face it. Every business has to have loyal customers to survive and thrive.

There is plethora of reasons why a business fails while a competitor around the corner may succeed. More often, it is customer service that plays major role in the fate of that business.

At the core of customer service is the concept of value added service. Most customers demand that service be rendered to their perception of acceptable quality for the price they pay. They will become loyal when a business delivers service exceeding the perception of that customer consistently.

I own hotels, a highly customer service centric business. I’ve been amazed to find great hotels with mediocre employees at the front. It’s akin to a C-2 bomber with a novice pilot. I’ve been saddened to see someone investing and risking millions of dollars in a business yet fails to invest in “service culture” which is essential backbone of any successful venture.

Tip # 1 Give them more for the money

Customers demand value for their money, or you will never see them again. No one will pay price of BMW for the Chevy. Customers always have expectation of perceived value in return of the price they pay. It’s inevitable for a business to clearly define what it can deliver. If customer knows clearly what to expect when he/she walks in the door, then a happy surprise by someone “going for extra mile” with exceptional customer service will earn customer loyalty. What is the effect ? Customer felt buying BMW for the price of Chevy.

Give everyone more in use value than you take from him/her in cash value. Then you are adding to the life of the world by every business transaction. - Wallace D. Wattles, Science of Getting Rich

Tip #2 Never keep profit at the core of doing business

You must be wondering how ridiculous it is to consider doing business without profit in mind. But, hold on to your horse. Let me explain. Customers expect benefits and not the features that you can offer. I have a goal to succeed with this blog. If I write every article with my selfish desire to make money without great content and without keeping you, the reader in mind , I’ve not added value to the very group of growth minded readers that I need to make this site a success.

Tip # 3 Transcend anger into praise

No matter how diligent you are in your business, your customers still may get angry for a special request that you overlooked or something went wrong beyond your control. It does not matter, what matters is that you had to deal with an angry customer. Have you ever dealt with anger of a great friend ? You may recall that you tried to understand his/her frustration, his/her source of anger and tried to do all you can to transcend that anger. Your customer shall be treated with same compassion. If you listen, your customer will tell you what went wrong and how they felt. Just listen, and you will find the primary source of anger. Be quick to apologize for his/her frustration and offer a resolution that’s worthy enough to transcend his/her anger into praise. It’s about solving a customer’s problem or complaint and sending him out the door feeling as if he’s just done business with the greatest company on earth. Believe me, it will happen.

Tip # 4 The rule is that there are no rules

“How silly ?”, you may suppose. Yes, it sounds silly, but I kid you not. When it comes to win a loyal customer, you have to relax rules barriers. I often remind my employees at the hotel that if customer asks for a fresh cup of coffee or breakfast, break all the rules and overwhelm their craziest expectations. I remember going to a restaurant and dealing with a waitress, who refused to make any changes to the menu in order to serve me a vegetarian plate. Will I ever go back to that restaurant ?

Tip # 5 It’s not just your spouse, they have birthdays too

“Are you crazy ?”, you may pronounce me out of touch. I am just sharing what I believe works. People like to be cared for. No matter who you are, you have incessant desire for praise and your customer is no different. Have you felt immense sense of joy on your alter ego’s face when you remember to have a day off just for him/her on the birthday ? If you learn a lesson from that and send “thank you letter” or “birthday letter” to all of your customers, you won’t go wrong. Try to remember their name, what they like and surprise them with showing that you genuinely care. They will remember you forever.

Tip # 6 Empower your employees to care

It’s ironical that many businesses catering to customers view their customers as enemies. I was once at best buy to return printer cartridge that I purchased for the wrong printer. I was dealing with a customer service agent, who was extremely polite and helpful. All of sudden his superior intervened and instructed him that their store policy is not to accept return, since I was one day late according to their return policy. The questions posed by the superior made me realized that he viewed me as an enemy. Incredible ! I walked out of that store with determination not to return ever.

Tip # 7 Do not forget tips 1-6 ever, make it a habit

It’s easy to ride on the wave of success and forget what made the stupendous success possible. History reveals ample stories of great businesses falling from their once almighty existence. Almost every story of fallen business has some saga of loosing focus on their customers. If customers can build success, they can ruin the party as well. A smart business keeps learning what customers want and do everything possible to stay ahead of the curve. It’s passion, it’s a way of life, it’s a habit that every business shall embrace to genuinely consider their customers first.

Do what you do so well that they will want to see it again and bring their friends.
- Walt Disney

Other Blogs - Lori has great article on active listening -The Art of Listening


To Your Success,