It seems almost ridiculous that I ask the question Do you really value your customers?
It should be a no-brainer, right? As a small business owner you know that you’d be nothing without your customers and clients, right? Right??!! I certainly hope so.
Still, I was intrigued by the lead story on CBS Sunday Morning about customer service these days (Missed it? Check out the video or read the transcript).
We’re led to believe that it’s only mega-corporations — like Comcast, highlighted in the video — that don’t really care about customers; that the mom-and-pop places hang on every word our customers say.
Sadly, I’m hearing more and more stories about frustrations with local businesses. People seem to hold small businesses to a higher standard. Small businesses are expected to be focused on their customers – and thankful for each customer that walks through the door. That gives us very little wiggle room to be, well, human.
But in this challenging economy we all must go above and beyond to keep our customers happy while giving our potential customers a reason to do business with us.
Take a look at every touch point – each time that your customers come in contact with your business – and make sure that you are:
- Communicating clearly and directly. Many times people are frustrated through confusion about what you’re saying, so say it simply and clearly so there is no potential for misinterpretation.
- Providing up-to-date, accurate information. I’ve said it before - make sure that you are providing current information to customers in emails, on your website, through Facebook…wherever you connect with customers.
- Speaking in a respectful tone. This not only means being pleasant every time you pick up the phone or greet your customers face-to-face but also means writing thoughtful Facebook and blog posts.
- Presenting a professional appearance. Similar to the above point, it’s vital that you look the part as well as act the part. If your receptionist is chewing gum and chatting on the phone or texting her boyfriend, your waiting customers will not feel valued.
- Offering solutions to their personal and business challenges. Many businesses feel that the most important communication they can provide is information about their products and services. In this marketing landscape, often the most important thing you can provide is a solution. A CPA doesn’t just sell accounting services, it sells financial expertise and peace of mind. A theater doesn’t just sell tickets to a show, it sells entertainment and a way to relax and enjoy life. A plumber doesn’t just fix pipes, it provides running water and a comfortable home. You get the point.
- LISTENING. I’ve saved the most important for last. The bottom line is that often people just want to be heard – and to know that you are listening to their frustrations. As reported in the CBS Sunday Morning story, many people who call customer service lines don’t get anything at the end of their call. No solution. No compensation. I’d argue that they do get something that may be more important – a place to voice their frustrations so that they feel heard. That’s often the most important customer service you can offer.
