Customer Service

The Customer is King…or You Have NO Kingdom
by "Coach Bud"

If you were given a lie detector test today with only one question, "Does your company deliver superior customer service?" could you answer an unequivocal YES? If you answered yes, would you pass the test? If your answer is not yes, you are missing the most impactful way to differentiate your company from competitors.

Delivering superior customer service is exceeding customer expectations and providing those unexpected, little touches that make a big difference. As in any lasting relationship, you must earn the trust of your customers. It is incumbent upon you to instill confidence in them that you and your company possess the competency to provide successful solutions.

In today's crowded, competitive marketplace, you have to find ways to prevent customers and prospects from perceiving your products/services as "commodities". In a commodity market, price becomes the determining factor for making their purchase. I don't know any entrepreneurs whose dream it is to be known as the "lowest price guy in town".

It is amazing how simple the concept of delivering superior customer service is and how apparently difficult it is to deliver. It doesn't have to be that way. When you develop and maintain a mindset that the customer is your number one priority, you develop a customer service culture that becomes a way of life. This ultimately determines the company's success.

It is interesting how the slowed economy and the tragic events of 9/11 have precipitated some renewal of customer service. We are certainly not in a customer service renaissance, but any awareness of the value of a customer is a good thing. History has shown us that, unfortunately, as business starts improving and more customers are available, the value of the customer seems to diminish.

As Benjamin Disraeli told us over 150 years ago, "The Secret of Success is Consistency of Purpose". When we establish a consistent superior customer service culture, we are able to retain customers and give them an incentive to help us obtain more.

To further reinforce the value of customer service, consider the following research findings. In Michael LeBoeuf's book, "How To Win Customers and Keep Them for Life", he highlights a survey designed to find out why customers quit doing business with a company. The survey revealed that…

1% die
3% move away
5% develop other friendships
9% leave for competitive reasons
14% are dissatisfied with product, AND,
68% quit because they perceived an attitude of indifference by the owner, manager, or an employee

OUCH! 68% stop doing business because they "feel" the company does not value them as a customer. Inexcusable? YES! Avoidable? YES! LeBoeuf goes on to point out that the typical company hears from only 4% of its dissatisfied customers. The other 96% just go quietly away and 91% of those customers will never come back. This should not be surprising when you realize that human nature is to avoid adversarial situations and more importantly, customers do have other choices of companies who provide the same products and services.

There is one absolute fact of customer service. The person at the top of the company is the one who sets the foundation for delivering superior customer service. That person must understand, believe and live these principles:

1. Demonstrate by actions that customer's needs are above all else
2. Empower employees to solve customer dissasification on the spot
3. Demonstrate by actions that employees are your best customers
4. Remember, customers always have a choice
   (applies to all but IRS)
5. Insure the lines of communication with customers (internal and external) are always open
6. Invest in customer service skills training for everyone in the company
7. Focus on retaining your customers and they will help you obtain others
8. Understand that the customer may not always be right…but they are the boss

There are many good resources for learning more about the value of customers and ways to deliver superior customer service. A few recommended books are: LeBoeuf's; Moments of Truth by Jan Carlzon; Raving Fans by Ken Blanchard and Sheldon Bowles.

The window of opportunity is wide open to differentiate you and your company from the crowded, competitive marketplace by delivering superior customer service. Demonstrate to your customers that you value them by treating them as royalty and your kingdom will grow and prosper.

May you achieve the success you EARN.

"Coach Bud" shares 40+ years experience to help his clients Create, Develop and Grow a Successful Entrepreneurial Business. Please visit www.cogginsmarketing.com.

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Customer Service
  Where It All Begins
  The Secret Of Success
  Perpetuating World-Class Customer Service
  Delivering Superior Customer Service
  The Customer is King…or You Have NO Kingdom

Communication
  3C's + 3M's = Effective Communication

Entrepreneurial Business
  Entrepreneurs and Eagles
  Ten Fundamental Questions Every Successful
  Business Must Answer
  Go With The Pros
  Can Entrepreneurship Be Taught?
  America…Our Entrepreneurial Spirit
  Be A Solutionist
    
Marketing
  Developing An Effective Game Plan
  4 P's of Successful Showcasing

Sales
  Sales Selling is a Slam Dunk…with the Right Attitude!
  Fill The Pipeline…24/7/365