How Do You Treat Your Hard Earned Customers?

What? You don't care!

Of course you look after them, unlike the thousands of businesses that don't.




It is true that treating your customers is one of the most important parts of the business.

Why? Because it costs a lot to gain a customer in the first place. So once you have gained a customer, why not look after them.

Without Customers, You Are Out Of Business

Have you ever arrived late at a hotel to find that your booking has somehow been mislaid? Or, that the receptionist seems more intent on finishing her nails, than helping you sign in?

On the other hand, have you been pleasantly surprised by an unexpected gift from a company that you have dealt with for years, just to say thank you, for being a customer ?

It is a fair bet that it was the latter case, which gave you a warmer feeling for the organisation, and a greater sense of being recognised, than the first two.

The company that sent you the gift, was well along the path of providing exceptional customer care.

Most companies and organisations think they know about customer care, but really don’t, when it comes down to putting their ideas into practice.

Clearly, without customers any business is doomed.

One of the best kept commercial secrets is, that if you get the customer care completely right, the future sales and marketing, will just about look after themselves.

In addition, the company's profitability would also have to increase alongside a myriad of other benefits. Why haven't all companies grasped this fundamental fact?

Customer care is not an arcane art, it is not something for the chosen few. It is an essential aspect of working life for everyone in the company, from the exalted MD, to the assistant gardener's boy.

There are some fundamental principles here, some key activities that will ensure that all customer care is dealt with superbly well.

Customers need to be cared for from the point where they first show signs of needing attention, to the point where they no longer need anything, and can go on their way fully satisfied (and with the intention of coming back time and time again). It is also vital to set higher targets for customer care than you actually need -in this way, the customer is going to be dealt with well.

A lesson here can be learned from karate, where the expert priming himself to break the plank of wood, sets his eyes on a target just beyond the plank, rather than on the plank itself.

Simple things, such as remembering the customer’s name, does not cost money, but goes a long way.

Many customers are pleased to be remembered, and to be addressed by name.

This is not too hard to achieve, and staff can be trained to establish rapport this way.

People like to be dealt with pleasantly, politely and effectively. Then they will mentally register the fact, that they could return for more.

To achieve a high level of extraordinary customer care, the business must focus on selling the relationship, not the product, even if this means changing the corporate mindset.

Traditional paradigms must be broken -the belief that being in business would be wonderful if it were not for the constant interruptions from customers, must be chucked out of the window.

Extraordinary customer care starts from the very first impressions received by potential customers and this must derive from commitment at every level in the organisation, and in every section and department.

How is your customer care policy?

Return to Home Page