Franchisor Nigel Toplis offers his thoughts on developing strong, positive relationships with customers.
Customer satisfaction is the cornerstone of every successful business. Therefore, it goes without saying, providing top-class customer service is fundamental. And here are three key areas for all business owners to consider and analyse, with regards to continually improving their own company’s customer experience.
- Creating a total service experience
- Providing service with passion
- Dealing with challenging customers
In an increasingly competitive world, good service is a prerequisite. It’s certainly not an ‘added extra’. Quite often, the difference between having a successful business or not, is simply down to the level of satisfaction experienced by the customer.
So what sets you apart from all of your rivals?
Competitors might supply the same products at similar prices. They may even copy your marketing and promotional offers, and provide the same baseline service. But what they should not do is emulate your personal touch. Therefore, you must become the key differentiator.
You need to consistently exceed customer expectations. Achieve this, and you’re on to a winner. So how do you exceed expectations? Start by establishing the highest level of expectation, and make this your benchmark.
Then put yourself in the position of the customer. Ask yourself what they want, or would need, in order to enjoy an easier life. This applies just as much to members of the general public walking in to your business from the street, as it does in a B2B environment.
To start with: I’d want to be listened to, because my enquiry is important to me. I need to be confident that you understand what I require. I then need you to take responsibility and find me a solution – because you are the expert. Thirdly, please remember all the details. Don’t rush this process, because the receiver of any message may not be able to remember 100% of what was said all the time.
Finally, don’t forget that I am spending my hard-earned money and you’re working for me. Take note: You are not doing me a favour. Providing a total service experience means taking an interest. Listen to the customer and then go the extra mile. This may be a great start but you need more.
You also need to provide service with a passion
Customers respond to body language, tone of voice and attitude. If you proffer negativity to the customer, you will get it back in spades. Remember that we’re developing relationships with customers, so a positive and inclusive attitude is critical. We all like to feel wanted, valued, loved and understood.
Here are some important points:
- If you’re sitting one-to-one, use positive body language and listen to the customer.
- If speaking over the phone, then regularly interject.
- Don’t allow the customer to monologue. Ask questions and show an interest.
- Then, at the end, reiterate the message from the customer. This shows you have been listening and that you are fully engaged.
Providing a really good service eventually becomes second nature. In my experience, customer expectations are generally lower than you would expect, so the net result is ‘customer positive’.
However, the real test comes when you are dealing with a challenging customer.
Be they emotional, frustrated, closed to reason or irrational, they all need to be handled professionally. And the manner in which you deal with them will have a major impact on the reputation and ultimate success of your business.
Don’t become emotive or protective but create a process that deals with their issues:
- Stay calm because confrontation is a loser.
- Allow the customer to vent. Listen, don’t interrupt and wait for a pause.
- Be supportive. Acknowledge their anger. Repeat their position as this shows empathy. Identify the ‘real’ problem.
- Remain positive in all communication. Use ‘I will’ rather than ‘I don’t know.’ Say ‘can’, not ‘can’t’ and it’s better to use the words ‘I understand’ rather than ‘you should have done this.’
- Be firm but fair and don’t allow them to become abusive.
- Buy time and respect. Show the customer that you are taking their problem seriously. Tell them you will investigate thoroughly on their behalf. Give them a time and a date when you expect to get back to them.
Delivering exceptional service requires a total service ethos that is delivered with passion, yet within a structure that allows you to professionally handle difficult customers.
If you keep these three factors at the front of your mind, you’ll find that good customers become repeat customers. You may also convert challenging customers into valued ones.
