Want Immediate Cash Flow? Then Check Your Customer Service Program(Karen E. Hipp, Author, Do-It-Yourself Marketing)
Survey says: Your store's customer service is
#1 reason people return or do not return to your business. There it is in black and white. It's not your product or your expertise, it's your business manners. Period.
What a HUGE overlooked selling tool. Yeah, you may pay lip service to it, but 9 out of 10 of my clients think they give great service, until we do a survey. They're shocked. See, real story is that those who feel they have received less than great services just don't ever come back. And you'll never know that!
Help!
Can you believe it? Just today it was officially announced that we've been in a recession since March of 2001. Millions of people figured that out a while ago and quite frankly, have been in a panic mode for several months now. I've been getting calls from my clients asking "What can I do to increase my sales, and I mean NOW, without having to spend a lot of money?!" I tell them to evaluate their customer service program. To which I hear "Program? What program." Fatal mistake #1. You absolutely must have a written and clear customer service plan, particularly if you train new employees. Do you know what sweetest two words are to any customer? No Problem!
5 To 1
It takes 5 times more effort and money to gain a new customer than it takes to keep one. Now that we are (officially) in a recession, it just makes sense to concentrate on customers that you already have than to try to get new ones. First you should find out what customers really think of your service.
Conduct a small survey with about 10 questions and give it out or send it out to your customers. Make sure to leave room for them to add their own thoughts and ask for their suggestions. Don't just read these surveys and put them in a drawer. Decide what you can do and start implementing these policies or services immediately. You will be absolutely amazed, even shocked to find what an immediate difference in your sales this can make.
Check Out Your Competition
What are their customer policies and services? I guarantee you that your potential customer already knows. Snoop around. Send other people to snoop around. Test their program, then vow to meet or exceed with your own plan.
Case Studies
One of my client's sales was way off. Their retention rate (or getting a repeat customer) was only 51%. Half people came back. Half didn't. We surveyed current customers and called those that did not return to find out why. For their time, store offered them a discount to return and try their services again. Several things came up immediately! It took almost forever for anyone to answer phone. Calls were not returned promptly. Courtesy services were not provided such as coffee and water while customer waited for their appointment (believe me, it makes a difference), store did not appear neat and tidy. Action: A receptionist was immediately hired. Beverage services were free, fresh and always available. I even talked them into adding cookies at reception area. Great effort was put into removing clutter and a new janitorial service was hired. And this is really just basics of customer service!
