You Made A Mistake Now I Am Your Biggest Fan
Wednesday, March 4, 2009

Writen by Laurie Brown

Pearl chose to celebrate her 94th birthday with her family and friends at a local restaurant. Although she had always enjoyed the restaurant, she specifically chose it because she was a member of its frequent diner program and was entitled to free desserts for all her guests on her birthday.

She graciously offered each guest whatever dessert they wanted "on the house." The waitress overheard Pearl and asked for the card that was sent to her announcing this offer. Pearl hadn't brought the card with her. The waitress apologized, but refused to offer the desserts saying "There's nothing that I can do. It's policy." Pearl was embarrassed, not only for forgetting the card, but also for putting her guests in an uncomfortable position.

One of the guests asked for a manager hoping that someone would do the right thing. No such luck. The manager repeated the same mantra, "Sorry, there's nothing I can do. It's policy." The manager "allowed" the guest to call the corporate headquarters. Two phone calls later; a corporate manager said, "No problem!"

Of course, there was a problem. A big problem! Pearl was humiliated and angry. No one left the restaurant feeling fondly about what had been a great meal celebrating a momentous occasion. It will be a long time before Pearl or any of her guests return to this restaurant, if ever.

What had been accomplished? In an effort to "save money" by not allowing people to take advantage of the dessert offer, the restaurant had lost five good and loyal customers. Doesn't seem to be a smart business move, does it?

But it wasn't just five customers that were lost. This lunch was such a bad experience for Pearl and her guests that they've been telling this story over and over and over.

People love to tell stories. They especially love to tell horror stories. Interestingly enough, customers won't tell stories about satisfactory experiences. Too boring… what would be the point? But they will tell stories about exceptionally bad or exceptionally good service.

Consider these three examples:

You order a new door for your home. The company comes on time and replaces your door. Are you going to share that story with anyone? Doubtful. You are a satisfied customer. End of story.

You order a new door for your home. They come to install it and find that the frame was measured incorrectly. This is the third wrong door delivered. Are you going to share THIS story? You betcha! Every friend and family member will know the name of the company and they will tell their friends and family to stay away!

You order a new door for you home. They come to install it and find that the frame was measured incorrectly. The installer apologizes sincerely, telling you that he understands what a waste of time this has been for you. He promises that he will personally make sure you have the right door in a week. Then he asks, "Would that satisfy you?" When you say "yes", he sets the day and time.

The installer comes the next week as promised and installs your door. You are now a satisfied customer. But he wants you to be more than a satisfied customer—he wants you to be thrilled—so he takes 20% off your bill to compensate you for your trouble. The following week the owner gives you a call to see if everything is okay.

Are you going to share this story? Without a doubt! In so doing, you will become the company's cheapest and most effective form of advertising!

So, how can you turn your disgruntled customer into your biggest fan?

Customers enter into every transaction with a set of basic expectations. When you create a problem for your customers by failing to meet these expectations you're faced with meeting a new set of even more challenging expectations.

There are simple steps that will work to not only meet these expectations, but exceed them. Imagine the following scenario: Mr. Jones has arrived at your dealership to pick up his car at the promised time; however, his vehicle is still being worked on. Mr. Jones is becoming irate. What should you do?

Step One: Empathetic apology. It isn't sufficient to mumble the word "sorry" and expect it to have a positive effect. Your apology needs to show your customer that YOU understand how YOUR mistake has negatively impacted his or her life.

Step Two: Take ownership. You want the customer to understand that you are the person who will fix their problem. Ask the customer what you can do to "make it right". Often people are afraid to ask their customer this question. They don't want to become obligated to meet an unrealistic demand. You needn't be afraid of their answer, because simply asking does not obligate you. Most customers are reasonable—at worst, you have the beginning of a negotiation.

Step Three: Fix the problem immediately. In the case of Mr. Jones, you would want to get his car to him ASAP. Sometimes you can't fix the problem immediately, in which case you need to show him that you're making a sincere effort to resolve the problem.

Step Four: Get your customer's buy in. Asking for the customer's agreement will ensure that he will at least leave satisfied.

Try something like, "I am so sorry Mr. Jones—not having your vehicle ready at the promised time must have really inconvenienced you. I will personally make sure that your vehicle is ready in the next 20 minutes. Will that be satisfactory?"

With small problems, these four steps should satisfy your customer. But remember—a "satisfied" customer doesn't talk about his experience. Now, take the opportunity to add value, so that your customers will talk about how great you are. To do this, you need to take two additional steps.

Step Five: Symbolic atonement. You need to go the extra mile to show that you are truly sorry. A small token can go a long way to ease the pain your mistake caused. In the case of Mr. Jones, an offer of a free oil change might be appropriate. This gift shows that you understand that an apology alone cannot fix the problem. Reflect on what you know about this customer and choose something that has meaning and value to him.

Step Six: Follow up. This is where you can really shine! After a short period of time, call, e-mail or write your customer and make sure they are satisfied with your efforts. This is also an opportunity to ask for more business and referrals.

None of these steps take an inordinate amount of time or money, but they can really create delighted customers—customers who will tell stories that promote you to their friends and family.

Now, let's go back to Pearl's birthday lunch. Why wasn't the permission to provide the free desserts enough to turn it into a "good story?" The weight of the damage that was done was so much more than the effort it would have taken to make it right at the beginning.

What should this restaurant have done? An empathetic apology would have been a start. "Mrs. Grey, we are so sorry that we ruined your birthday. We hope these desserts will make it a little better." (Steps 1-3 in action) But they needed to go the extra mile. She should have been sent a letter apologizing again and offering a free meal to compensate her for her discomfort. (Step 5) The final touch that could turn this nightmare into an opportunity to create a loyal customer would be a phone call after she redeemed the free meal to make sure that it was good experience. (Step 6)

People are telling stories about you and your business. What kind of stories are they telling? View every customer problem as an opportunity to produce a cheerleader for your business. Turn your potential nightmare into a great story. Do the right thing.

Laurie Brown is an international speaker, trainer and consultant who works to help people improve their sales, service and presentation skills. She is the author of The Teleprompter Manual for Executives, Politicians, Broadcasters and Speakers. Laurie can be contacted through http://www.thedifference.net, or 1-877.999.3433, or at lauriebrown@thedifference.net.

posted by Alexis WATERS @ 1:00 AM, ,


Waitress At Marks Amp Spencer Saves Customers Life
Tuesday, March 3, 2009

Writen by Derek Williams

This story appeared in the national papers last year and is so amazing that I wanted a share it with you too.

Pensioner Annie Bates regularly has breakfast at her local Marks & Spencer store.

In fact, she has been having breakfast there every morning for the past two years. And, despite being 96 years old, she walks the 3 mile round trip for her toasted teacake and a cup of fresh coffee every morning.

But waitress Julie Nightingale was worried and knew that something was wrong when Annie failed to turn up for two days running.

Julie rushed to Annie's house where she found Annie collapsed on the floor. Annie had taken a fall and had been lying on the floor for quite a while. She could not stand up and she didn't have a phone.

Thanks to Julie's prompt action Annie was taken to hospital where she received treatment for her injuries.

Sometimes people ask me what lengths they should go to, to look after their customers. If everyone were to leave their place of work to go and check on the customer then surely the business is going to suffer.

My answer to this is that you have to do what you believe is right. Sometimes customer service goes beyond all the normal business boundaries. After all, we are only human.

Derek Williams is creator of The WOW! Awards™ and Chief Executive for the Society of Consumer Affairs Professionals in Europe.

For more information about Derek Williams visit http://www.MrWow.co.uk For The WOW! Awards (including access to a FREE customer service newsletter) visit http://www.TheWowAwards.com

posted by Alexis WATERS @ 1:00 AM, ,


The Language We Speak Here Is Quotcustomer Servicequot
Monday, March 2, 2009

Writen by Dr. Gary S. Goodman

I walked into a restaurant, the type with crisp white tablecloths and napkins, and along with the menu the waiter brought the wine list.

Not seeing anything special or even tasty, I asked: "What's the House wine?"

"These are our wines," he replied, pointing to the wine list in my hands.

"I know, but do you have a House wine?" I repeated, hoping he would get it the second time.

Seeing his perplexed look, I tried to ask the question another way.

"If someone comes in and asks for a glass of Cabernet, which wine will you pour?"

"A Cabernet," he answered, not at all getting my drift, but growing visibly irritated with my questions.

"I'll tell you what," I said with resignation, "Bring me an iced tea, please."

In a huff, he rumbled off.

On my way to wash my hands I saw a waitress, and I decided to ask her the same question.

"Pardon me, but if I asked you 'What's the House wine?' would you know what I'm talking about?"

"I don't know, but I'll be happy to find out," she replied with a smile.

Now, that's a better answer.

Anyway, all of this banter bothered me and I was quickly losing my appetite. Also, I didn't want to continue with the original waiter so I asked the host if I could substitute another one. I explained the first guy and I were having a communication problem and I doubted he would get my order right.

"Uh, I don't know" he responded weakly. "I'll have to ask the manager."

Returning to my table the original waiter defensively said, "Yes, you can have a waiter who speaks English," and then he stormed off.

That did it.

It was time to leave.

Before I did, I said to him in his native language, with a flawless accent and perfect vocabulary and syntax that I could ask the very same question in ANY language about House wines and still, he wouldn't be able to answer it.

I've spent thousands of dollars over the years in that restaurant, and in a matter of five minutes our relationship was destroyed.

I won't go back.

Customer service isn't a frill, an extra bonus that we decide to give, like a gift, to patrons.

It is the business we're in, no matter what our business happens to be.

Train your people, and then monitor, measure, and actively manage them.

If you don't, the good will that has been developed over a decade or more can be thrown away, and with it, the future of your enterprise.

Best-selling author of 12 books and more than 800 articles, Dr. Gary S. Goodman is considered a foremost expert in telephone effectiveness, customer service, and sales development. A top-rated speaker, seminar leader, and consultant, his clients extend across the organizational spectrum, from the Fortune 1000 to small businesses. He can be reached at: gary@customersatisfaction.com.

posted by Alexis WATERS @ 1:00 AM, ,


Loyal Customers Take Commitment
Sunday, March 1, 2009

Writen by Patricia Twitchell

In today's competitive world of retail, many stores are implementing external marketing programs designed to attract new business.

Unfortunately, the cost can be very high with little return on investment. What is often lost in the mix is the fact that it can be much more cost effective to have a loyal customer base that returns again and again rather than constantly seeking the next new customer. Not that there is anything wrong with new customers, but if that is you primary focus you may be missing a great opportunity with your existing clients. When you put attention on your current customers and they feel appreciated they tend to be more loyal. Loyal customers are often willing to spend more and tell others about the experience they have with you.

In the ten years I have owned and operated Just Bears and Stuff, a specialty gift shop located in Myrtle Creek, Oregon, I have learned a great deal about customer service.

Even though some of it was from books, tapes and articles such as you are reading right now, much of my insight came from my customers.

Not only have I managed to stay in business, I have a very high percentage of repeat customers. I don't say this to impress anyone, but to impress upon you how important great – not just good – but great customer service is.

Here are some of the primary aspects of customer service that has allowed me to not only survive, but thrive in business for the last decade.

1. The customer has to feel like they are getting something special. Remember their name and use it often. Get to know something about them. The more special they feel the more they will want to return to see you. Guaranteed.

2. Be willing to go the extra mile. By going the extra mile they do feel they are the most special person to us. Something we offer is beautiful gift-wrapping at no extra charge. From the time I was a child I loved to wrap gifts. Now I have the opportunity to do this on a daily basis. This is an added value I provide. What added valued can you add to let you customers know you are going the extra mile?

3. Never make a customer feel as if what they are asking for is ridiculous. Although there may be occasion that what they are asking for is more than you can do, it is in the way you let them know this that determines the feeling they get from the experience.

4. Be knowledgeable about your product or service and industry. When my customers look to me to make suggestions they feel a sense of security in knowing that I know my product line extremely well. I pride myself in helping my customers select just the right gift for whomever they are choosing it for.

5. Realize you are dealing with real people with real needs. Regardless of the business you are in, people make the choice to do business with you. If they feel like their needs are being met, they tend to return again and again. Interestingly, there are some customers I have never met face-to-face. Many find me on the Internet. I have customers all over the world and each one is so special to me and they know it. You can have a great relationship with your customers face-to-face or over the phone.

6. Make the experience pleasant. When my customers feel that the experience was so pleasant more times then not they will return for their next gift giving needs. Again, whether it is over the phone or face-to-face I want my customers to know how important they are to me. And I will do whatever is humanly possible to let them know this.

As you think about your experiences with customer service, what is it that makes the experience so special? And do people feel your level of service is the best it can be? You will find that by building a loyal customer base you will be able to thrive in your business for years to come.

About The Author

Patricia Twitchell is the proprietor of Just Bears and Stuff, a unique gift shop located in Myrtle Creek, Oregon. Nestled in the scenic mountains, it is a favorite place to visit for people from all over the country. Receive "Beary Special Moments" a free online teddy bear facts and tips e-zine by visiting www.justbearsandstuff.com. Call 1.541.863.6037

manager@justbearsandstuff.com

posted by Alexis WATERS @ 1:00 AM, ,