While research continues, there remain several techniques to ensure success. The following list provides some of those techniques.
1. Company Culture. Ensure that the corporate culture exemplifies customer service. A key exemplar is Southwest Airlines. Representatives smile when greeted and assist you from take off until touch down.
2. Differentiation. Provide something different that others don't. Exemplars are free samples, discounts, and other specials. A tanning salon recently offered Dollar Days for loyal clients, where on a specific day of the week, a regular tan costs one dollar.
3. Data. Companies have spent millions on customer relationship software, yet the data is either misused or dismissed. There exist several reasons for this. Do not fear the data; use it to follow trends. Data will tell you where to define and apply techniques for the customer experience.
4. Community. Build community and gain dialogue with clients. This includes executives. No CEO should ever be too busy to meet with customers; they are in business to make customers!
5. Internal Controls. Customer service is as much an internal function as it is external. All employees must be treated with equanimity. Those abhorring employment illustrate dispassion to clients. Ensure employees know the industry, competitive trends, and client data. Research for this study illustrates that 74% of employees are more productive and passionate when they are confident in their roles!
6. Caress Complaints. There are numerous client complaints, some valid. Take the time to review issues and to resolve them quickly. Telecommunications and the automotive industry have taken heat for slow response times; they are getting better. However, clients desire quick and courteous problem resolution.
7. Modeling. Think about it. As CEO or director of an organization, you too are a consumer. What are the issues that bother you? Who are the exemplars that provide empathy? What are the differentiators? There is nothing wrong with modeling. Use what others do and duplicate it! Look at the items and issues that you are passionate about, and bring them into your organization.
In the age where the world has flattened, competition has increased, and it is harder to hear amongst the din; organizations must do more. Keeping loyal clients is about differentiation, buzz, value, and water cooler conversation. Keep clients talking, and they will return. Conduct little things, and clients will return. In the age when CEOs worry about a myriad of issues, one of the easiest ways to increase profits, to lower expenses, and to produce shareholder value is a loyal, confident, and empathetic client base.
For more information, please contact Drew Stevens PhD at drew@gettingtothefinishine.com
About the Author
Drew Stevens PhD is known as the Sales Strategist. Dr. Drew creates more revenues in less time. He is the author of seven books including Split Second Selling, Split Second Customer Service, and Little Book of Hope, and is frequently called on the media for his expertise. Sign up for Dr. Drew's newsletter, The Sales Strategist, at drew3-143901@autocontactor.com. Review Split Second Selling at www.gettingtothefinishline.com/products.asp. Also, visit Dr. Drew's Blog located at http://drewjstevens.blogspot.com.
