I get it. In an economic slump, costs must be cut. But honestly, how do you expect to survive if you slash customer service?
I was at an electronics store last night making a return. Keep in mind, this is no fly-by-night store. It’s located in nine states across the nation. They’ve branded themselves as “the” resource for electronics. In fact, I’ll drive 20 minutes to shop there because I can talk to salespeople who know their products and will help me make the best decision.
Or used to.
Sadly, in a tight economy, the salespeople who know their stuff are some of the first to be laid off. They’re replaced with folks who will work for lower pay and (I’m guessing) no benefits.
Worse, customer service is no longer the stated goal. Saving money is.
So I’m made to feel as if I’m taking advantage of the store by asking for a return. It’s refused. And I’m treated coldly throughout the entire exchange.
On the whole, I’d rather do business online.
Okay. Enough ranting. I’ve painted a picture of poor customer service. How do you make sure your service is better than simply good enough?
Customer service = Finding solutions
Nordstrom is the classic example of customer service that goes above and beyond. Pete Nordstrom, executive VP and president of merchandising of the company, tells the story of a woman who lost her hubcap while driving past their Salem, Oregon, store a few years back.
The woman called the store and asked if they would check the road that ran past the mall to see if her hubcap was there. One of the Nordstrom employees did as she asked and found her hubcap. Not only did he get it for her, he washed it before calling her back.
Says Nordstrom, “We love that story because it means people don’t just think of Nordstrom for buying things, they think of us as a place where they can find solutions.”
Finding solutions. That’s the key.
And it’s all the more important in a recession. Your customers may be dealing with budget cuts themselves. Yet B2Bs still need resources and services. Consumers still want to indulge themselves.
If the overall buying experience isn’t gratifying, in many cases, they’ll decide against the purchase and opt to save their money instead. Or they’ll find someone else to buy from.
Be the solution for your customers. Find what they need. Make them look good and feel good, and you’ll not only make it through the recession, you’ll build a following that will remain loyal when the money starts flowing again.
Be customer-centric, and the profits will come
The good news is you don’t have to get customer service exactly right. Customers will gladly put up with imperfections if your goal is to help them in whatever way possible (within reason, of course).
So perfection aside, what qualities are necessary for great service?
Humility. When the customer is always right, you’ve got it. Think about it. Humility is, by necessity, the primary attitude of service because it can only occur when you understanding that the customer’s needs are more important than your own.
Empathy. Have you ever had trouble getting an answer, finding the right product, or figuring out which choice is the smart one? It’s sort of like getting lost. Try never to let your customers feel that way when working with you. Treat them kindly. Give them a safe harbor where they feel the answers are at their fingertips.
Selflessness. What’s in it for you? Okay, aside from your paycheck. You can’t serve your customers if you’re worried about yourself. Solve their problems. Provide solutions that give them a solid win. In the long run, you’ll win because you’ll have a horde of faithful followers.
Respect. It’s easy to become so knowledgeable in your own industry, you begin to look down on those who don’t know as much. Your knowledge doesn’t do any good if it doesn’t benefit your customers. Don’t look down on them. Help them.
Remember, if you want to keep your customers, treat them in a way that makes them want to stay in business with you.
Become your own customer
Pretend you’re looking for the product or service you provide. Then evaluate your own company’s customer service.
Visit your website and browse around. Is it easy to find what you’re looking for? Is your website intuitive?
Ask the questions you know your prospects are asking. Are the answers easy to find?
Now contact your company. Does the person answering the phone sound glad you called? Ask a challenging question. Is he helpful? Does he know the answers? Or is he inconvenienced by your call?
Email a question. Do you get a prompt, courteous reply?
In a recession, great customer service makes the best companies stand out. While everyone else is slashing spending, and their service with it, be the company that shines. Take care of your customers, and they’ll take care of you.
