Reviewing Your Customer Service

The beginning of the year is a good time to review your customer service and your customer retention. How did you do at holding on to customers in the past year? Who has dropped off the radar and why? Most managers know how many customers they gained over the past year, though less of them know how many customers they lost or why they lost these customers.

If your business has a slow time, those involved in customer service can spend this slower season going through customer records, finding out who has gone AWOL and picking up the phone to find out why. There are lots of reasons for customers to stop buying and not all of them have anything to do with your business or products. If customers have dropped away for personal reasons (illness, a lost job or a move for example) a phone call to tell them that you haven’t seen them for a while and hope everything is okay will make them feel appreciated and missed. That way, when their lives are back to normal, they will be back.

If the reason they have left you is because of a bad experience, the sooner you find out about it the better. Especially as 95% of consumers talk about poor customer service experiences with other people, though they probably won’t tell you.

The winter is also a good time to make changes that might be necessary or improve the experience you provide to guests and customers. Get together with key staff and define the ideal experience that you would like to deliver to your customers and guests. Give your employees the opportunity to present their ideas of how things can be improved. When employees have a hand in shaping the experience they are much more likely to follow the template that is created for the experience.

Once you have a new template for the customer experience, put in place processes that will promote the change. Train some of your employees to be mentors so that when you hire new staff in the spring, there is someone they can turn to for help and guidance if you are not available.

This work during the winter will pay off in increased sales and greater customer satisfaction come the busy season.

A tip of the glass from me to you!

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You May Not Get Many Complaints but That Doesn’t Mean Your Customers Are Happy

I have been researching customer service lately and have found some interesting statistics from a number of different sources. The main thing that came through in virtually all the sites I researched was: Only a small, small percentage of customers who are dissatisfied actually register a complaint with the company. The rest of them don’t come back.

Here are some “Customer Service Facts, Quotes & Statistics” from Help Scout:

 

On average, loyal customers are worth up to 10 times as much as their first purchase.

Take a look at the average first purchase of your customers and multiply that by 10.

 

Probability of selling to a new prospect is 5-20% while the probability of selling to an existing customer is 60 -70%.

Engaging and connecting with first time visitors is much more likely to bring them back to buy from you again.

 

For every customer who bothers to complain, 26 other customers remain silent.

Create an easy process for customers to give you feedback. Pay attention to the feedback and use the information for staff training.

 

Any business with customers is in the “people” business.

We tend to define our businesses by the products or services we sell. Though the most important thing to remember is that we are in the business of providing good experiences for customers, no matter what the product.

 

“Although your customers won’t love you if you give bad service, your competitors will.” – Kate Zabriskie

I doubt that your main reason for being in business is to make life easier for your competitors, though if you are not focusing on customer service that’s exactly what’s happening.

 

80% of companies say they deliver “superior” customer service. 8% of people think these same companies deliver “superior” customer service.

In other words: Don’t believe everything your think. Follow up your opinions with real data but ask your customers in person, through surveys or over the phone, how they feel about your company.

 

There will be more customer service insights in next week’s blog.

A tip of the glass from me to you!

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Take a Step Back

The approach of summer and the good weather during this season bring more customers out of their houses and into your winery, store, restaurant or other retail business.

During the height of the busy season, it is often more of a challenge to provide the levels of customer service that encourage people to buy your products or services and to return. To accomplish your sales and service goals during the busy season it helps if, before it starts, you have a plan. So take a few minutes to create a plan for your sales and service team (if you are an owner or a manager) or for yourself (if you are on the front lines).

How are you going to ensure that each customer is treated well, appreciated and given the attention s/he needs to go away with the opinion that s/he is a valued customer?

Here are a few tips:

Put Your Assumptions on Hold

Unless the person who walks through the door is a regular customer, try not to make assumptions about who they are, what they may or may not know or whether they will buy or not.

Give the Customer a Chance to Talk

Ask the customer questions that will give you the information you need to meet their needs and expectations. When you are giving the customer the answers to their questions, you can also work in how you can fulfill their needs and expectations.

Make the Customer an Insider

What do you know about your product or service, company or owners that your customer might like to know and pass along to their friends? Most of us like to have information our friends don’t have. Also never underestimate people’s willingness to buy to impress their friends.

Let Customers Know You Like Them

  • Give your customers something they weren’t expecting.
  • Let them know you enjoyed their visit.
  • Thank them for coming.
  • If you have the opportunity walk them to the door.

These are simple tips that will make customers buy from you, return to buy more and recommend your business to their friends.

A tip of the glass from me to you!

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