First there is the loss of that customer’s potential lifetime value – the total that they would likely spend if they stayed with you for their lifetime – then there is the cost of recruiting new customers to replace that lost revenue. According to the many studies that have been made, it costs between 4 and 10 times more to acquire a new customer than it does to keep an existing one depending on the industry. For this reason alone, it is worth investing in customer service.
To succeed in this increasingly important aspect of a business, you need three things:
1. A clear strategy that is communicated to everyone in the company
2. Robust systems that are built round the needs and wants of the customer – not on the ease for the staff
3. Staff with the right attitudes and skills to listen carefully to your customers and help them get what they want sorted out simply and effectively
Here are some ways that you can instantly improve your company’s customer services keep your customers coming back.
Hire people with naturally great people skills. The question is, are they born with the ability or do they acquire it. Giacomo Rizzolatti is an Italian Neurophysiologist discovered unique neurons called Mirror Neurons’. A mirror neuron “mirrors” the behaviour of others. Some researchers such as Marco Iacoboni argue that mirror neuron systems in the human brain help us understand the actions and intentions of other people. Your customers easily connect to such people.
Happy staff means happy customers
If you want them to treat your customers well, you need to treat staff well. The way you treat your employees will model the ways that they are expected to treat others.
Always under-promise and over-deliver
Great customer service is all about managing customer perceptions. Commit to a time frame that you can comfortably achieve, then better it.
The Customer is always right
Any seasoned customer service professional knows that some customers scheme, practice deception and plain mislead. Even if it is likely that your customer is wrong, it is dangerous to try to prove that you are right and they are wrong as they will lose ‘face’. This will result in an angry and possibly lost customer. Learn how best to handle them. This is where Glomacs comes in. Our Beyond Customer Service course covers the landscape of success in strategy, systems and staff development to enable you to stand out from the competition.