How do you create loyal customers? Customers will pledge their allegiances to you through experience and positive rapport. There is too much competition; your company cannot afford to miss one opportunity to please every customer, every time.
Win them over
We will start with the less-desirable aspects of business-to-customer relationships: the disgruntled customer. The following section will educate on how to turn a displeased customer into a satisfied customer. Every customer is important, especially in terms of word-of-mouth marketing, so it is vital to do your best with every situation given.
- Address anger
It is best to recognize the customer's feelings rather than ignore them. People appreciate the feeling that their emotions are recognized. If a representative fails to acknowledge a customer's reactions, he or she fails to recognize the customer in totality. Explain that the customer's feelings are realized and let him or her know how you plan to diffuse his or her ire and remedy the situation. A lot of times, customers' frustrations are fueled by past issues that were not resolved correctly.
- Let the customer vent
Many times, people working in customer service take things personally. Customers may be agitated by a situation and need a release valve. Unfortunately, people are more drawn to release energy on another animate object than to recognize they are frustrated at an abstract "situation." Give the customer a little time to "vent" his or her anger, and then look for the opportunity to move the conversation along more constructively.
- Do not become emotional
Never get angry or emotional with a customer. This is one of the biggest mistakes that can be made in customer service. Showing your own frustration, impatience, or ire will most likely ensure the loss of the customer and only add more fire to his or her anger. If you find yourself in a situation that may potentially escalate, either put the conversation on hold (if you are on the phone) or tell the customer that you will find a representative that can better serve the situation. This will give you enough time to calm down and refocus.
- Understand to be understood
An advantage we all have in working in customer service is that at some point in our own lives, we become the customer. It is necessary to see situations from the viewpoint of the customer. More than anything, the customer wants to be heard and understood. If you want the customer to understand you, then you must first attempt to understand him or her. Empathetically listening to his or her concerns builds trust and sets an example for the chemistry that will ensue.
- Take a graceful bow
One of the most important aspects of dealing with a dissatisfied customer is making a positive exit. The impression will reverberate long after the encounter is through. Make sure the customer knows that his or her views were heard and will continue to be heard in the future. Thank the customer for being patient and let him or her know that your business does what it can to satisfy its customers.
Many businesses do not realize that it costs less to keep a customer than to attract new ones. A lot of businesses lose consistent customers due to devoting their energy towards inviting new customers. The longer you keep a customer, the more he or she will be worth to you. Companies that retain their customers are usually the ones that increase their revenues continuously over the years.
- Use questionnaires
You need to be aware of how customers feel about you and your products/services. A system to gather and keep information to be capitalized upon will be useful. Ask both specific and general questions: Why do you buy from us? How well do we meet your needs? How can we improve? How else can we satisfy you? What is valuable about us? What do you find valuable about our competition?
Customers will be happy that you are concerned about satisfying their needs, and you will gain some useful information about your competition.
- Get the lost back
When you lose a customer, do not cut your losses. You want to attempt to get the customer back or, at the very least, find out why he or she left to make sure the same reason does not occur twice. When you lose a customer, it is best to contact him or her for an interview. Letters are too impersonal, but phone calls will let the customer know that he or she is appreciated. If possible, offer an incentive to come back; if there is no way of maintaining his or allegiance, find out where the relationship went awry and make sure that no further customers will entertain the same feelings.
- Training for everyone
All employees at all levels need to be trained in customer service. Every employee needs to know how valuable it is to retain all customers. Educate your employees on how to identify categories of customers, how to please customers, and reward them for their work. Incorporate customer satisfaction into your company's ideology and mission statement. This tone must be established from the company executives down to the entry-level employees.
You want to be easy to find and contact. Make it easy for your customers to bring their problems to you so you can resolve them. Create an 800 number that is dedicated solely to customer service and create an area on your website where customers can offer suggestions and voice their concerns.
About the Author
Ken Wisnefski launched VendorSeek.com in 2002, out of Mt. Laurel, NJ. He spent years in the business industry before formulating plans for his unique business. After spending valuable time locating and evaluating vendors during a project, he became inspired to start a business that delivered qualified vendors to buyers and generated quality leads for vendors. Since its inception, VendorSeek has attracted continued business and success. Its business consists of over 7,000 pre-qualified vendors offering services for over 150 categories. VendorSeek prides itself in providing expert information on business topics. The site's Industry Experts section delivers resourceful intelligence from VendorSeek's knowledgeable staff and its contributing vendors.
