How to Give Your Customers What They Really Want

A recent study on what customers really wanted discovered some interesting findings. The result of that research has been used as a guidepost for the customer service industry. So what do people really want when it comes to service? Here are the four key points gleaned from that study. 1. People want prompt, friendly service. 2. They want us to fix their problem. 3. They wants us to be flexible with our policies and if necessary to jiggle the system. 4. If we make a mistake our customer wants us to fix it promptly and then do something a little bit extra. Let?s take a look at how we can truly give our customers what they want by applying these four simple guidelines. #1 People want prompt, friendly, service. What this means is they want a live friendly person to give them attention-immediately. Whether it be on the phone or in person, they want to be served as soon as possible if not sooner. If you or your employees do any of the following possible examples you are violating this principle. - Put your customers on hold (when they call in on the telephone) for an inordinate period of time. - Ignore your customer who is personally waiting in line for service by answering the telephone and provide service to the phone caller and ignore the customer in your presence. - Tell the customer they will just have to wait for the product or the service your company provides because you are too busy or unable (for whatever reason) to give the customer what they want now. Just recently I went to a nationally known paint store to buy some special mix paint. The salesperson (obviously not the owner) in an aloof manner told me the store was closing at 12 noon that day and because of the vast amount of paperwork he had to do before they closed would not have the time to computer match the paint. He coldly said ?If you want the paint you?ll have to come back next Monday.?? Right! As if I was going to rearrange my painting schedule because of his inability to manage his administrative duties. Here was a good example of an employee who had not been instructed on the value of giving people what they want prompt friendly service. ? #2 They want us to fix their problem. Our customers and clients want help. They want us to solve or fix their problem. Whether it be having the right item in stock or getting their cable service repaired or any other of the millions of problems businesses are capable of handling, they want us plain and simply to fix their problem. If we can do this they will gladly pay us to do it. #3 They want us to be flexible with our policies – they want us to jiggle the system. No one likes to be told ?I?m sorry that?s not our policy?, or ?We can?t do that?, or any other lame brained short sighted response that leaves the customer with an answer that does not fit their expectations. An answer that does not give them what they need and want is a great way to drive your customers away?so far away that they never come back. Too often policies are very much one sided. They are designed to protect the company or business and not to fairly represent the customer. When customers get the feeling that your policies are not fair they react by not wanting to do business with you?ever! So, if we can be flexible in our interpretation of our rules and policies and go out of our way to please the customer we will create a desire on their behalf to want to come back and to tell their friends about what a fine store or business you have. Yes, if we can jiggle the system in the customer?s favor?it can prove to be a very good investment. #4 If we make a mistake, fix it promptly and then do something a little bit extra. Tom Peters, the famous speaker on customer service excellence revealed that simply taking care of the customer after we make a mistake is a major key to customer retention. A recent retail survey showed that on average with 1 out of every 4 purchases something goes wrong. Either the product does not work or malfunctions or is the wrong size or something that just isn?t right. OK, so now what? Easy first genuinely apologize then exchange the product, if that is not possible give them a credit or a refund, whatever we do to remedy the situation - do it promptly and courteously. Now if we do something extra for the customer we give ourselves an opportunity to exceed their expectations. By doing this we position our business to be the place they come back to the next time they have a need for what we have. To do something extra does not mean we give away the store but rather it could be something like making a follow up phone call to see that everything worked out or it could be giving them a coupon for 10% off their next purchase. If possible it could also be just not charging them for the purchase of whatever the item happened to be. Doing something a little bit extra is a good example of pro-active marketing to our loyal customers. It can go a long way in spreading the word of your company?s ability to exceed your potential customer?s expectations.