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26th Oct 10
jmorganWalk the Customer Service Talk, Focus Externally
Why do an estimated 70% of customers never return even when price or product aren’t to blame? The simple fact is they did not like the human side or the “lack of the human side” when doing business.
Companies that deliver the unexpected or the “WOW” appeal regarding customer service have always done better in the long run.
A great example of wow appeal is Zappos a company that stands out with their commitment to their customers and people pay more for products because they are being treated special. See Tony Hseigh founder of Zappos discuss customer loyalty and the WOW factor.
The new socially connected consumer now has a huge platform to reach millions of people if treated badly or had an issue that was ignored.
United Airlines comes to mind. Remember the issue with the band who wrote a song about their baggage handlers breaking an expensive guitar? They posted a video on YouTube and it went viral, millions of people saw the video.
United didn’t get free word of mouth advertising by a consumer that was pleased with their company and service, or how quickly they took care of the problem.
Now millions of people have come to associate United as a company that breaks guitars. In fact in the middle of writing this I took a break and it was actually a question on Jeorpardy! I had to laugh. Brand awareness is Huge.
Take note of the level of customer service to get a feel of how a company will do. Customer service is as important in a web based businesses. I have noticed people complaining about horrible customer service regarding web based businesses. Don’t forget who ultimately pays the bills and how powerful word of mouth is.
What I have learned in business is that you need to look outside and focus externally on your customers. It’s not complicated and doesn’t involve a huge amount of wasted internal analysis. Take care of your customers with great customer service and your business is guaranteed to grow.
