It’s not enough
to reward your customers with good service. You have to make them aware of the
good deal they’re getting for doing business with you and keep reminding them
in many subtle, different ways. In reality there’s no such thing as a good deal
or a bad deal. Only the customer’s thinking makes it so.
Here are some
essentials to shaping a high-quality service image in the customer’s eyes:
1. Develop a
customer profile.
2. Look at your
business through your customer’s eyes.
3. Beware of
over-promising and building unrealistic expectations.
4. Use problems
as opportunities to demonstrate just what great service your company gives.
(Customers judge the quality of service in two basic ways: 1) how well you
deliver what you promise and 2) how you handle exceptions and problems.)
5. Develop a
unique relationship with your customers and treat each one as someone special.
6. Keep in touch
and keep them informed.
7. Remember that
a large part of good service is showbiz.
In summary, the
acid test for the success of any business is the perceived overall value that
customers think they are getting. The companies that offer value consistently
to their customers are the ones that win and keep them. But when perceived
value disappears, so do the customers. When it comes to customers, what matters
most isn’t what you know or whom you know, but how you are known to them.
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