CAPITULO III: METODOLOGIA
4.3 Variable 3: “Manifestación de las actividades instrumentales de la vida
S EV E R A L YE A R S AG O, I attended a motivational sales training program at a very successful company. After I gave a talk to about 100 employees, I ap- proached the CEO of the company and said, “I can pick out your top three pro- ducers from this audience.” The CEO, intrigued, said, “Okay, show me who they are.” I pointed to three individuals in the audience. Amazed, the CEO asked, “How did you know? Those three people are consistent producers, even in downtimes.”
“Easy,” I said. “While I was giving my talk, I looked out at the audience. The three people I picked were obviously engaged and listening to me. But be-
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If your initial contact doesn’t pan out and you still want to work with a company, keep in touch—it may result in work when you least expect it!”
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yond that, I felt an intangible feeling of connection with them—call it interest or enthusiasm. They caught my eye and I felt heard. Your customers feel the same way, and they buy from them.”
What does this story have to do with delivering quality customer service? Everything. Building a relationship with your customers grows your business. Listening, professionalism, and your unique way of adding value to your ser- vice create customer loyalty.
Here are four ways for small-business owners to deliver excellent cus- tomer service:
1. Cultivate the quality of listening demonstrated in the story. Customers are not shy about telling you what they want. Listen, ask questions, and then deliver what they want to the best of your ability. For example, a small bookstore may take a few days longer to receive a book you ordered, but if the owner knows what you like to read, he may make helpful recommendations. As a result, you are more likely to order from him, especially if he calls or sends you a postcard when new books arrive that fit your taste.
2. Be responsive. How many times have you called a business and been put on hold for five minutes or told that you need to speak to someone else who will call you right back and never does? A few simple ways to stand out among your competitors is:
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Return calls promptly.•
Fax or e-mail information the same day it is requested.•
Place an order immediately.•
Get a written proposal in before the deadline.•
Have a friendly, detailed, helpful message on your voicemail.•
Answer calls in person or hire a receptionist.•
Refer customers to another professional if you don’t offer what the customer wants.•
Do what you promise and be willing to handle problems as they arise.3. Get to know your customers beyond the scope of business. Be generous with your time, especially when dealing with new customers or clients. Make them feel welcome and comfortable. Build a friendly relationship. Be personable, warm, and genuinely interested in them. For example, my family has gone to the same dentist for years. His office hours and
location aren’t very convenient, but we all love going to him because he tells jokes and remembers to ask something about each one of us. How many people go to the dentist and get to laugh?
4. Try to handle the dissatisfied customer diplomatically. Dissatisfied customers are more likely to tell people what they disliked about your service than satisfied customers will tell people what they liked. For example, I bought an outfit from a small boutique, but after getting it home, I decided I didn’t like it. The next day, I took it back to the store and asked if I could exchange it or get store credit. Since it was on sale, the clerk told me that she would not take it back. “All sales are final,” she said, as she pointed to a tiny sign behind the counter that I hadn’t seen the day before. It would have been so easy for her to offer store credit or an even exchange. I would have been happy with that and re- membered next time that all sales items were final. Instead, she lost a customer, I kept the outfit I hated, and told at least seven of my friends about the incident.
Now, every business owner has encountered not just dissatisfied, but truly difficult and demanding customers and clients. What do you do? I have found that taking a detached professional attitude can diffuse a difficult situation and complete the transaction with a minimum of personal upset. In these cases, it is appropriate to be less personable and more efficient. One of the most pow- erful ways to diffuse the situation is to listen fully to the client’s complaint and acknowledge how they must be feeling. For example, if the client is upset that your package arrived late, hear him out and then offer a solution. This solution may need to be negotiated a few times. Concentrate on the fix. Listing your reasons why the package arrived late can only escalate the client’s upset or simply prolong the resolution process.
In short, as a small-business owner, you need to make sure that your customers feel served, and that they know they can count on you to deliver. It is much easier, and less costly, to keep a customer than to generate a new one. Being in business means working with all types of people, and successful businesspeople are those who master the art of being appropriate, sincere, and accountable.
Now it’s your turn. What is your customer service plan? As I have men-
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Being in business means working with all types of people, and successful business- people are those who master the art of being appropriate, sincere, and accountable.”
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tioned before, ask your customers what they think when you are contemplat- ing a change or improvement in service or products. Consider an informal survey that includes only two to three questions. You might include a thank- you-for-your-business note along with a self-addressed stamped envelope, or send an e-mail.
Questions might include:
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Describe what you like about our service or product.•
On a scale from 1 (poor) to 5 (superior), how would you rate our customer service? Comments:•
Is there an additional service or product you would like to see us offer?•
What would you say to recommend us to a friend or colleague?You could also ask whether they would be willing for you to use their com- ments as testimonials. Leave a space for them to sign their name for approval. This gives both satisfied and dissatisfied customers an opportunity to voice compliments and concerns.
Truly the only way to improve and offer exceptional service is your willing- ness to listen to your customers and make appropriate changes. Customers are loyal when they feel appreciated and feel welcome to voice their thoughts, ideas, and suggestions.
One added benefit of listening to your customers is an increase in referrals. Since word of mouth is essentially free, you may be able to cut your marketing budget, which in turn increases your profit, even if your yearly sales increase only modestly!
Some customers are loyal, yet many are occasional or casual customers. Since investing in your customers can increase your profitability and growth, here are some techniques for turning your customers into sales ambassadors: