In a recent post, I
suggested you forget about focusing on customer service and aim instead to give
your customers a positive personalised
experience. Positive because customers
wants to enjoy themselves. Personalised
because business is a social activity between human beings. Experience because that is what your
customers have when they deal with you. There are three parts to this positive personalised experience: the
beginning, middle and end. To encourage your customers to return, both the
beginning and the end must be strong and the middle must have substance.
The objective at
the beginning is to attract the customer into the business and then keep them
there. There are seven steps to creating a strong beginning starting with
approaching the customer and acknowledging their presence, to greeting them,
introducing yourself, welcoming them into your business and engaging them in
conversation.
The middle part
of the positive personalised experience
is where you get down to business. The customer has come to you because they
have a problem they want solved. Thus, the objective in the middle is to help
the customer solve that problem. Anything short of that will make their time
with you seem a waste of time. Last August, a Canadian friend of mine bought
a new stove from Home Depot, a leading chain of hardware stores like Bunnings. Recently,
a large burner stopped working and since the stove was under warranty, he arranged
a service call. After a few phone calls, an appointment was booked. On the day,
two men arrived in a van, took a look at the stove and confirmed there was a
problem. They said they would report the fault and that someone would be out to
fix it in a couple of weeks. If you had been the customer, would you have
thought that was a good use of your time?
Delivering a middle with substance means being more
than an order-taker. If the customer comes in and asks for a product or service
and we give it to them, we are just taking an order. The problem with that is
the customers is always right but often wrong. They are always right about the
problem they have. They are often wrong about what is the best solution. After
all, your customers do not know your business as well as you do. Customer are
also often wrong about the problems they could have. Again, they do not have your depth of
experience.
There are six steps to creating a middle with
substance.
Step 1
Aim to make the customer successful not just make a
sale or complete a transaction. I once went into a furniture store and asked
for a particular brand and model of bed. “What’s the concept?” the woman asked.
“What are you trying to do?” Sensing I was about to experience something
different, I tested her by saying she did not need to know that. She just
needed to show me the bed I asked to see. “No,’ she replied. “I do need to know that because if I know
what you are trying to achieve I might have a better solution.” And she did!
Step 2
Ask questions before you start showing the customer your
products and services. I mystery shopped a costume jewellery store, ostensibly
for a gift for my niece. I was shown lots of bracelets before I was asked
whether I was looking for a necklace or a bracelet. I was looking for a
necklace. A few minutes later, she asked my niece’s favourite colour. That is
something else she should have find out at the beginning.
Step 3
Listen to the answers. I was mystery shopping some car
dealers. The woman at reception asked me how much I wanted to spend and then
went on to tell me about the cars without waiting to hear the answer.
Step 4
Show you are eager to help and have a can-do, will do
attitude. Sometimes you may not be able to do what your customers ask. Do not
think of reasons why you cannot do it. Think of what you can do for them. Your
customers do not want to hear what you cannot do. They want to know what you
can do.
Step 5
Show your customer you have the solution to their
problem. If you do not have it, tell them where they can get it. Better yet,
try to get it for them.
Step 6
Show your customers how to use your product or service
so they can get the most value out of it.
A middle with substance leaves the customer thinking
they were smart to come to see you because you took the time to understand
their problem, find the solution and show them how to get the most from it.
That is the kind of thinking that will bring them back.
The objective at
the end is to send the customer away feeling like they want to come back. A
strong ending leaves a lasting and positive impression. Here are four steps to
creating a strong ending.
Step 1
Ask the customer
whether they achieved what they came in to achieve. If you could not help them,
tell them you are sorry you could not help them this time and ask them to come
back so you can help them next time.
Step 2
Thank them for
giving you the opportunity to help them.
Step 3
Invite them to
come back. This would be a good time to give them a card with your name and
contact details on it.
Step 4
Say goodbye.
Note: Saying “Have a nice day,” or letting the customer just walk out does not
create a lasting positive impression.
If all of this
sounds too basic or too simple, go shopping. You will soon discover why getting
the basics right is the key to success.
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