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March 14, 2004
The Customer is Always Right
Posted by Kevin D. Hendricks | Filed under: Marketing
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The customer is the center of your world. The very basics of our economy involve offering something to customers. You sell them bagels or tax services or a Friday night worth remembering. Even nonprofit organizations have customers, the people targeted by their services--maybe kids at a weekly after-school club or cancer patients. The bottom line is that the customer is always right.
At least that's the way it's supposed to be. But so often it isn't. The waiter at your restaurant doesn't refill your drink and acts annoyed when you complain that your burger is medium-well and not well-done. Or the cashier that doesn't smile and barks commands. Sometimes poor customer service is simply thanks to a bad day and next time it'll be better. But sometimes you don't get a next time. You need to offer top-notch customer service the first time around or risk losing your customer, no matter if you're a retail business, a service provider, or a nonprofit.
Give 'em a Hug
Jack Mitchell, CEO of high-end clothing retailer Mitchells/Richards, pushes his customer-first philosophy in his book Hug Your Customers. He doesn't expect you to actually hug your customers, which in some cases could get you sued and is fraught with touchy-feely vibes. But he does expect you to do the equivalent of hugging a customer--make their day. Offer a cup of coffee, go out of your way to get what they need, or simply remember their name.
Hugging your customers isn't about having good customer service. It's about having amazing customer service. Standard customer service doesn't cut it. Your customers expect whoever answers the phone to be pleasant and courteous, so you need to take it up a notch. If you have to put them on hold, minimize that time. If you can't answer a question, find someone who can.
Can You Relate?
In essence, amazing customer service is about forming a relationship with the customer. You need to know who they are, know what they want and like, and respond appropriately. Remember that a certain customer works the late-shift and only call in the afternoon. Find out your customers' birthdays and send cards. Greet them by name when they walk in the door.
And this isn't just sales person advice. Treating the customer like a king is something everyone in your organization should be doing, even if they don't personally interact with the customers. That kind of deep-rooted care will show in things like how well a package is packed, how clean the bathroom is, and how timely an order is processed.
Giving the customer a "hug" can pay big dividends. Your personalized service will stand out and impress, and you'll have repeat customers. Those customers will also care enough to tell others about your organization, and you've just earned free advertising. Compare that to the PR associated with swapping surly cashier stories. Amazing customer service can mean anything from how you answer the phone to the thank you and reminder cards you send out. Ask us how we can help you hug your customers.
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