Everyone promotes the fact that their "customer service" is the best, etc--but what you and I may view as "customer service"--may be viewed differently by your actual customer as "standard operating procedure".
The problem may be lost in translation so to speak. That's why it's important as we get to know our customers--to find out what they value as important, exceptional, etc. What are their expectations?
It may be as simple as asking what they enjoy. What they like to do on the weekends, their "off" time, etc. Chances are...other customers may feel the same way--but we just never asked.
Particularly when your competition maybe offering them something that you're not.
Many companies' offer follow up phone call survey's to gage how the customer "felt" about the service they received after a purchase or visit.
This may be a good way to attempt to get honest answers--but is there something else we can do to insure that they get the "experience" and "value" that exceeds that of the competition?
This is even more important today as technology has made it easier to engage prospects and customers without having to drive across town and see them face-face.
I had an "unexpected" situation happen last year about this time and it was repeated again this year that I'd like to share with you to demonstrate what I'm talking about.
For twenty five years, I had an insurance agent that i gave all my insurance needs to--home, two cars and motorcycle insurance.
In spite of the fact that I even went to church with him--I hardly ever heard from him except near the end of the year to "review" my needs and typically would try to upsell me (I even had to drive to his office).
I just went with him because the rates were good--and to avoid the hassle of trying to find someone else.
Then, two years ago--he retired.
Soon after--I received a call then letter from a younger agent who was taking over his accounts. He seemed friendly and wanted to meet, so we did.
Nothing too eventful at this point--but several months later, he invited me to a Fall Family Festival sponsored by he and several other agents.
It was held a nice shelter house at a park, when burgers, hot dogs, chips, drinks, etc--even two masseuse giving complimentary shoulder massages.
They had face-painting for the kids, air bubble house that they could play in--then had you register to win a TV or secondary prize.
I won a blanket last year--and spent maybe an hour there. But I enjoyed just the thought of having him do that. I told him that I'd NEVER had an insurance agent invite me to anything.
I went again this year--and LOOK FORWARD to it again next year.
I then received a follow up email thanking me and letting me know that they're having a REFERRAL APPRECIATION program that i'll get something for referring new customers.
This past year--my insurance needs did change as I downsized from a larger home to a smaller home--BUT I STILL USED HIM as my agent.
So...here's three things to consider offering your customers to keep them close and happy:
- An appreciation party as my insurance agent had. Register your customers to win something, then follow up with a thank you and offer a referral bonus.
- Invite them to a fund-raiser event for a local charity--including refreshments/party, give aways and a special something (discount, gift certificate, etc) if they make a donation to the charity. (It's a win-win for everyone--and you're able to access the charities' supporters--as many of the them will show up for your event. A great opportunity to get more customers in a great venue).
- Do a promotion with a local arts organization--"An American Family Night at the Opera", or whatever. Provide tickets to your clients--perhaps having a wine/cheese event before the concert to mingle, etc.
It's important that the customer is made to feel the "experience" and not be sold anything. Business shouldn't even come up--unless they engage in it.
The more experiences we have in life--the more we appreciate new ones.
Stay on top of your customers as 20% of them most likely provide 80% of your business--and how hard is it to keep them happy?
Be creative and partner up with other merchants, vendors, associates to spread the costs out--but most importantly--HAVE FUN!
That will make it memorable for all--and have your best customers look forward to your event each year!
What other ideas' have you experienced that made you glad you were doing business with someone? Would love to here your feedback!
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