Customers Have Long Memories

Did you know a typical business hears from only 4% of its unhappy customers --- the other 96% just quietly switch to a competitor? And that, on average, dissatisfied customers tell 10 people about their negative service experiences?

Customers have long memories...they remember two things: How they are dealt with when: they walk into a store or call for information or get treatment AND how quickly and accurately their problems are resolved. Here are three guidelines to improve the customer experience in your organization.

1. Keep your promises.
Very few organizations intentionally break their promises. That's business suicide. The problem is that many people promise more than they can possibly deliver. Make sure that when people commit to providing a service, they can deliver. It is better to commit to a longer time span and deliver earlier. Most customers will be pleasantly surprised because you exceeded expectations!

2. Resolve problems immediately.
If a problem can't be right then and there, make sure the customer knows how and when the problem will be resolved AND that the customer is reasonably satisfied with the solution.

Here is a common problem. A customer orders a special part for a kitchen appliance. The wrong part is delivered. The customer is understandable upset. Here is a positive way of handling this situation. You can say:

"I know you had hoped for the replacement by tomorrow. However, in order to make sure it's the right part, we can deliver it to you in three days. Will that be OK? I apologize for this inconvenience and here is a 10% discount on your next purchase."

We have found that over 70 percent of customers will do business with a company with which they have had problems that were solved in their favor.

3. Keep your team customer focused.
Most of the messages employees receive comes from their immediate manager as to what is important and what is not. Managers must constantly communicate that customer satisfaction is the team's number one priority. Here are four ways to get that message out there to your people.

1. Start each team or staff meeting with information about and feedback from your customers.

2. Ask each team member to adopt a customer by calling them regularly and helping them resolve problems.

3. Each quarter, target one customer with whom the team has been having difficulties and form a special SWAT team to resolve those problems.

4. Provide training on how to be service champions. A federal agency, promoting the growth of local minority owned businesses requested our program "Always Serve Extra Hot Fudge" at its regional conference. Marcia delivered winning ideas on how to build pride, professionalism and team spirit; sharpen service delivery skills, and score Quick Easy Wins to strengthen the customer's experience.

When your organization provides outstanding service, everybody wins. Your employees are focusing on the customer to serve them better. The customer is satisfied and will recognize the value received. Finally, the stage is set for repeat business and positive referrals which will grow your business or fulfill your organization's mission.

Here are resources to help you build powerful leaders and powerful organizations / have powerful leaders at all levels: Coaching 4 Results, Planning 4 Change, Speaking 4 Impact, W.O.W.W. Tools.

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Copyright 2006-2008, Marcia Zidle. Will you have a bright future? Are you ready to make your organization stand out in the crowd in competing for customers, clients, funders or community awareness? Contact us and let us show you how to make that happen.

Would you like to reprint this article in your trade journal, newspaper, website, company newsletter or e-zine? See Note to Editors.