Give more than they expect
On Fridays when the Montego Bay branch of CIBC FirstCaribbeanBank is filled with workers trying to cash cheques, a supervisor regularly checks the line for customers with cheques drawn on other banks. The cheques are taken inside to be verified so that by the time the customer reaches the teller, the cash can be collected. Customers come prepared to stand in line to cash their cheque, but with the bank’s assistance, they spend less time doing so on one of its busiest days.
Giving customers more than they expect is not only good service, it should be the norm in today’s competitive world. Some call it the ‘wow’ effect – doing something out of the ordinary to wow the customer beyond the product or service. Whatever you choose to call it, giving customers more than they expect lays the groundwork for repeat business, which experts agree is much more valuable to companies than acquiring new customers.
Avoid negative words
Due to lack of training, front line employees often use words which convey negative meanings and can turn a simple disagreement into outright turmoil. Telling a customer that they “can’t” do the very thing they came to your establishment to do can incense the situation especially if he/she is already frustrated. It’s no wonder call centre employees are often told to never use words like “problem” or “can’t” or the phrase “you have to”. Instead, substitute problem with “issue” and offer a possible solution before saying “can’t”. Remember that the customer doesn’t “have to” do anything; use “recommend/suggest” when giving instructions or offering solutions.
Watch body language
Front line employees need to be aware of the unconscious cues they display with their body language. Again, poor training causes some to communicate negatively with their body and facial expressions, giving off signals that can be viewed by the customer as disrespectful. Whether it is job frustration or problems at home, emotions must be kept in check when dealing with customers face to face or even on the phone. A negative tone of voice can easily be picked up over the phone and is as much a turn off as negative body language. Displaying courtesy, professionalism and just simply applying the old adage of treating others how you would like to be treated will help to build lasting customer relationships.
Listen
Business owners like to hear compliments, but few want to listen when customers have complaints or suggestions. If you want to increase customer retention and profits, listening to your customers is the way to go. They are the ones spending; they know the type of products they want to spend their money on and the service they expect for it. Regular customers are often attuned to subtle changes in a product/service and as such are in a position to communicate if these changes will help or hurt the company. If you are serious about customer service, provide an easy avenue where customers can lodge complaints or make suggestions. Then, acknowledge their comments and advise of what action the company will take.
Say thank you
Unfortunately, too many businesses regard customer appreciation as a one-day event, instead of a daily part of their operations. Annual customer appreciation days are not enough. Customers need to know that you appreciate their business 365 days a year. Every time a customer steps through the door he/she needs to feel special, and that this is a company that values their business. Customers who feel valued are more likely to be loyal, and recommend the company to others. Once there is an understanding of how customer retention contributes to the bottom line, then saying thank you should become a normal part of daily customer interaction.