Taking Care of Customers

Customer service facts:

• Dissatisfied customers tell an average of 10 other people about their bad experiences.
• Satisfied customers will tell, on the average, 5 other people.
• It costs approximately five times more to attract a new customer than to keep an existing one.
• Up to 90% of dissatisfied customers will not buy from you again, and won't tell you why.
• 96% of dissatisfied customers do not complain of poor service.

Why customers stop buying from you:

• 95% of dissatisfied customers will become loyal customers if their complaints are handled well and quickly.
• The first 30 seconds of a phone call or meeting sets the tone for the remainder of the contact.
• The last 30 seconds are critical for establishing lasting rapport.

Service is often one of the few variables that can distinguish a business from its competitors.

What infuriates customers:

• Rudeness.
• Missing deadlines.
• Promises not kept.
• Faulty products.
• Difficulty with exchanges.
• Pushy sales people.
• Unqualified or untrained staff.
• Clichés.
• Being put on hold.
• Customer service lines being busy.

Why customers don't complain:

• Don't think it will do any good.
• Not worth the trouble or personal stress.
• Don't know where or to whom to complain.

What factors determine your customer's expectations?

Superior customer satisfaction!

How to deliver superior customer service:

• Acknowledge people as soon as possible.
• Introduce yourself.
• Offer your help — and smile!
• Use the customer's name.
• Listen to the customer and look them in eye.

If you have a customer with a problem:

• Make sure you understand the problem.
• Take action.
• Follow up.
• Thank the customer.
• Wow the customer.

Handling irritated customers:

• Let the customer vent.
• Listen attentively.
• Be genuine in your concern.
• Ask questions to clarify the complaint.
• Propose alternatives.
• Make sure the solution satisfies the customer.
• Apologize for the inconvenience.
• Act quickly.

Telephone skills:

• Greet the caller pleasantly and promptly.
• Identify yourself and your department.
• Always ask permission before placing someone on hold.
• Use the caller's name.

Remember:

• Every call is important.
• Be tactful.
• Take time to be helpful.
• Say "please," "thank you" and "you're welcome."
• Return calls promptly.
• When leaving messages, always leave your name and telephone number, including your extension.
• Do not leave a caller on hold for more than 60 seconds without coming back on the line.
• Always ask, "Is there anything else I can do for you?" before saying good-bye.

Further support is available from your local Small Business & Technology Development Center to help you with a large variety of business management issues.

- Virgil Woolridge, business specialist, MO SBTDC 2/22/03