Do Business Well

2. SET YOUR CUSTOMER SERVICE RULES AND THEN IMPLEMENT THEM RELIGIOUSLY — DESIGN AND EXECUTE THE SERVICE PLAN.

There is an old business saying: Everyone knows what to do, but not everyone does what they know. The basic rule of customer service is very simple: Do whatever it takes to make and keep customers so happy they come back for more again and again. Not difficult is it? We’ll tell you where the difficulty arises: executing that rule with passion, discipline and consistency.

How many companies do you know who provided magnificent service when they started and then faded into mediocrity? Stand guard against this danger destroying your business. Make customer service your personal mission. Drive customer service from the top, but always discuss and encourage your staff to be open about it so that everyone can turn around dissatisfied customers.

Customer Service is such an important part of your business that we recommend developing a service plan that forms an integral part of every sale. This plan could include action points such as offering a customer satisfaction guarantee with every sale or service; or it could include a no-questions asked exchange policy; or it could feature a range of personalised touches designed to fit the customer’s tastes; or it could entail phoning the customer within 24 hours of the purchase, then again after three weeks and again after three months. For such a plan, it is vital to capture the contact details of every customer. This database will also become an invaluable marketing tool - it will empower you to build a deep and enduring relationship with the customer over time.

3. GREAT CUSTOMER SERVICE IS ABOUT HAVING THE GUTS TO FACE YOUR CUSTOMERS

How many company directors are prepared to release their home or cellphone numbers? How many of these directors phone or visit customers who have complained? We promise you that customers hate one thing above all else and that’s being given the run-around by staff who have no authority to remedy a situation.

Most businesspeople try to avoid confrontations. They are scared to deal directly with a customer who “can’t get no satisfaction”. That’s because they see the situation as a negative one. But what happens if you see every interaction with the customer as an opportunity to take your business to the next level? You’ll search for ways to go eyeball-toeyeball with your customers.

So make a commitment right now to always face a customer directly and not hide behind your frontline people.

4. DON’T RAISE FALSE EXPECTATIONS - DELIVER ON YOUR PROMISES, OR DIE TRYING.

Company A promises delivery at 2.00 p.m. but delivers at 3.00 p.m. Company B promises delivery at 4.00 p.m. and delivers at 3.00 p.m. Which company will you be most satisfied with? Be wary ofcommitting to high service standards if there is even a remote possibility that you won’t be able to deliver on them.

One of the biggest mistakes made by so many companies is their habit of over-promising and under-delivering. Very few things will kill your business faster than broken promises to customers. So, if you are going to make a big promise to a customer, make sure you deliver on it. If you do, you’ll be a hero. If you don’t, you’ll be an outcast. There’s no in between. And there’s no going back. Once you lose a customer’s trust, it’s almost impossible to get it back again.

5. SERVICE IS A KEY PART OF THE QUALITY PERCEPTION. DON’T CUT BACK ON SERVICE TO REDUCE PRICE. CUSTOMERS WILL PAY A LITTLE BIT MORE FOR GREAT SERVICE.

“Many Marketers haven’t got the guts to charge a lot of money for a really good product or service” — David Ogilvy

Clever entrepreneurs have realised that customers are prepared to pay a premium for good service and convenience. They add value to their product or service by doing it better, faster, closer, and smarter than their competition. They know that there are two kinds of customers:

The first kind of customer values quality service. This kind of customer knows that there is no substitute for first class service delivery. This is the kind of customer who makes businesses successful. This is the kind of customer you want.

The second kind of customer is the kind of customer who just wants the “deal”. They are purely price driven. They don’t care that much about quality. They will make your life a misery. You can still make a living out of them but it will be tough, tough, tough.

What kind of customer do you want? It’s your call. Make it now! We promise you - extraordinary service makes price less important in the eyes of the consumer.

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