Be honest with yourself. Does your customer service strategy aim to deliver just the basics or do you aim to truly delight your customers with every interaction?
We all have experiences as customers that leave us somewhat dissatisfied. A good friend recently went with their family to a seacoast resort to celebrate an anniversary milestone. The house was gorgeously situated on a bluff with a view from every window over the surf. The meal they had catered was delicious and hearty, perfect for their bunch of hungry but non-gourmet kids. The photographer was quick and pleasant…also perfect for kids who were eager to get back to playing. The celebration was a complete and utter success except for one thing. The house was very poorly stocked in terms of garbage bags, dishwasher soap, dish towels, cleaning supplies, and even toilet paper. In fact, they had to make a special half-hour trip into town to get what they needed…twice. Sure, this was not a disastrous situation but certainly an annoying one.
Okay, so when they returned, they called management to give them feedback.
How do you think management replied?
Poor: They got the runaround. They claimed it shouldn’t have happened. The cleaning service must have grabbed the wrong bag. They’ll talk to them. No apology.
How could they have replied?
Average: An apology, a promise to review the procedure so it won’t happen to the next guest, and a question as to what they might do to satisfy my friend at this point.
Good: The above with a handwritten letter and maybe a package of some of the “missing” items to be used at their home or at the next visit. Sincere regret with a dash of humor.
Excellent: All of the above with the promise of free cleaning service the next time they book with them.
Which response do you think will transform my client friend into a loyal customer…one who will talk about their experience in glowing terms?
When you are designing your customer service strategy, help your customer service reps understand the different levels of service and give them the latitude to deliver “excellent” every time. Build in them the attitude that no customer problem is unimportant or unfixable. That’s the way to grow your customer base, secure their loyalty, and ensure your “brand” is lived and enhanced with every customer interaction.
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