3 Customer Service Myths to Forget
I want to turn your thinking upside down and around when it comes to Customer Service. Over the past few weeks, I have had several experiences that made me think of three customer service myths that we need to forget. These myths evolve around customer relationships, the service experience and return on customer service. So let’s begin.
Do you treat your customers like friends? That is, do you contact them regularly, ask them how they are doing, listen to them and send them occasional gifts? It could be that you are suffering from Customer Service Myth 1: Customers are not your friends. A good example of this is a coffee shop I frequent on Fridays. It’s a pleasant place with nice people behind the counter. Now, I purchase every time I go to the shop. I’m wondering why they don’t recognize me or try to remember my name. It is a simple gesture that means lots! Your customers want to be treated like friends. Train your employees to connect with your customers on a personal level when at all possible.
Many of you love to shop at Costco. I usually do but I am annoyed by them. First, why do they have to check to see if I have a Costco Card before I can enter their store? Not only that, why do I have to wait in line while an employee checks my cart for theft when I leave? Myth 2: Customers prefer lower prices over service. How about this idea Costco? If someone goes to Costco and doesn’t have a card, you can charge an extra 10%- 20% for their purchase or the customer can buy a Costco Membership at checkout. And, if they are so worried about theft, put tracking devices on high-value items. This should remind us to look at our customer service policies. If they are unfriendly and leave your customers feeling like they can’t be trusted, don’t expect loyalty.
Myth 3: There is no return on Customer Service. This is my favorite. As a Customer Relationship Consultant, it’s a discussion I have often with clients who don’t understand what to measure. Do you know your total number of “truly” active customers, customer retention rate, customer attrition, average purchase amounts, average number of new clients a month, purchase frequency, etc.? The customer loyalty programs you develop should incorporate these variables. Monitor the progress of your customer loyalty programs by calculating these variables and using them to establish goals.
If you are suffering from any of these myths, call me for a free ½ hour phone consultation. Captivated Customers can help you take a laser-focused look at your customer service experience and how you can optimize it.