22 Feb 2008 03:51:47 | Derek Williams
b>Why?
Why should you bother?
A couple of little business statistics have stayed firmly in my
business thoughts ever since I came across them almost 10 years
ago.
1. A 5% improvement in customer retention could add between 25%
and 125% to your bottom line.
2. Companies with good service records grow twice as fast as
those with poor service records.
WOW!
What an opportunity!
No expensive marketing. No gimmicks. Just give good service and
watch your profits grow.
How?
Firstly, involve your people.
Make sure that everyone knows what's going on. And why this is
important.
Ask for their ideas and suggestions. This is so much more
powerful than you telling them how to do it.
Involve everyone from the tea lady down. Remember that the most
important people from a customer's point of view are in the
front line. They are the ones on the security gate, at the
counter, delivering the products. This needs the support of
senior management. But it needs the involvement of everyone! And
it has to be delivered by the front line.
Brainstorm. Here are some key threads that might get you
started:-
1. What can you do to make the experience for your customers as
complete as possible from start to finish?
Think through in detail exactly what a customer experiences.
From the first moment that they hear about your business through
making a call, coming to see you, parking their car, getting in
the door, making that first purchase, getting advice etc. etc.
Think it through in minute detail. Think about how they might
feel how you can enhance the experience at every stage.
2. Create hidden depths.
Create things that customers might not see every time that they
visit. But little things that they might pick up on as they come
back to you more often.
For instance, nice flowers in reception could create a great
first impression. But how about if one of your customers wants
to use the washrooms? Some nice perfumes would make it pretty
special.
And what about when customers leave your business? Or when they
get back home? What can you do that will really cement their
experience?
3. How could you respond to complaints that you receive?
Complaints are a fabulous opportunity and should be treated like
nuggets of gold!
It's always nice to get good feedback. But complaints are an
opportunity to do it even better. And remember, 70% of customers
who have had a complaint resolved to their satisfaction are more
loyal than they were before the complaint arose.
Very often winners of The WOW! Awards have done something
spectacular to resolve a customer problem. Not necessarily money
or compensation. But something more valuable. Something that
shows they really care.
Research on both sides of he Atlantic, shows that the top three
things that customers want when they make a complaint are:-
* An apology
* An explanation
* A reassurance that the problem won't happen again
And a complaint handled quickly will certainly create a good
impression.
4. How could you add The WOW! Factor?
Over the years we've had some fantastic examples. And you can
find out more by visiting www.TheWowAwards.com. (You can even
receive a regular email newsletter of tips, ideas and case
studies.)
Some of the most memorable have been:-
Harris Lipman - the accountants who clean your car whilst you
visit their offices.
Madame Gueller's restaurant in Leeds - they keep a range of
prescription spectacles for anyone who has forgotten their
glasses and cannot read the menu.
Sarastro Restaurant - the ex John Mills, Rolls Royce parked
outside. If you need to make a private phone call they can usher
you away from the noise of the restaurant. And into the quiet
luxury of the Rolls Royce.
Ladbrokes betting shop in Aberdeen. Alexis Simpson creates
fabulous costumes for her employees and lays on a superb buffet
for her customers.
Have fun!
Whatever you decide to do, make it fun! Make it memorable! And
get your customers involved.
One very well known building society really did have Red Pants
Day. Everyone came in to work wearing red pants over the top of
their normal clothes!
They all had a lot of laughs. And the customers thought it was
hilarious!
"If people never did silly things, nothing intelligent would
ever get done!" Ludwig Wittgenstein
About Author :
Derek Williams is creator of The WOW! Awards™ an International
Professional Speaker and Chief Executive for the Society of
Consumer Affairs Professionals in Europe.
