I experienced some less than great customer service last week. In this day and age, I don’t understand how bad customer service even happens. Perhaps it’s a bad Covid-19 hangover, maybe it’s navigating the procedures and new normal of getting the business back up and running. Regardless, businesses need to give their new customers a buying experience they won’t forget, and they need to cater to their long-term customers like they are family.
Customers want to feel happier, smarter or wealthier after they make a purchase. While a customer may like your product, it could be your caring service that really presses their hot button. Often it’s a small thing that makes them come back time after time. In other words, it may not be how well your product or service WORKS that really counts, but how it makes the customer FEEL. For instance, if you sell a big-ticket item to a customer (car, boat, home, etc.), take a picture of them with their new purchase. Mail the photo to them with a thank you card (Canada Post mail, not email). They will be very pleased, will tell their friends and colleagues, and most likely will refer future business to you.
But one misstep in customer service could ruin a customer’s experience and they may never come back. Remember that people relay bad experiences to their friends and family more often than good experiences. It’s human nature. And don’t forget that 80% of sales usually comes from existing customers. Why not bend over backwards to keep them as a customer. It doesn’t take very many unsatisfied customers to impact business.
The lesson to be learned is, that no matter how small the purchase, or if a person is in your store and “just looking”, treat them as a long time customer. Why? Because if they have a good experience they will come back again and again. Don’t let up on great customer service no matter how insignificant the customer is. And really look after your long time clients, don’t just assume they will come back time and again.