Peter Drucker famously writes in The Practice of Management that the purpose of a business is to create and keep a customer. Unfortunately, the latter of these is often overlooked. With the papers, online content, and mailers filled with so many ways to attract new customers, what businesses tend to forget is that they spend almost three times as much on attracting new customers as they do retaining the customers they already have.
Every business has a culture, and the culture defines whether the office is customer-, time- or technology-focused, exhibiting either a sense of negativity or an attitude of joy. The standards and values of the team can become apparent to a customer as soon as the phone is answered. When the emphasis of the office is placed on exceptional customer care, the team becomes an asset that will continue to grow the business over time. The significance of creating greater customer satisfaction begins with a total team approach.
The following three ingredients form the secret sauce to create a work environment that generates raving fans and, in turn, develops an organic marketing strategy that brings in friends and family of your satisfied customers.
Personal attention
Customer service is the first step in effective marketing. When a customer walks in your front door, how do they feel? Is it cold and sterile or warm and inviting? Do you look up and smile when a customer enters the room? Do you realize you can change someone’s entire outlook with a simple smile? Personal touches, like shaking hands and individual greetings, provide an immediate differentiator and project a form of professionalism that people expect from a business encounter. By ensuring that someone feels like you are glad they are there, they will only leave your office feeling happy and — even better — they will go tell all their friends.
Be punctual
A major complaint from customers is the wasted time they spend, either waiting for a scheduled meeting or for your portable sanitation equipment to be delivered. Customers don’t enjoy being forced to wait without knowing the reasons for the delay or how long the delay will be. These long waits may be interpreted as a sign of disrespect for the time and efforts your clients and customers spend to ensure their calendars are clear.
Staying on schedule (or close to it) is a major factor in customer retention — perhaps even one of the biggest. A clear message of indifference is sent when people frequently experience long wait times. Prevent delays by avoiding overscheduling your office staff or technicians. And when the inevitable delay occurs, be sure to communicate with the customer, explaining the situation. Telling them about a five- or 10-minute delay may diffuse any anger or frustration. Be honest as soon as you know there will be a wait time.
Focus on professionalism
This area is lacking in so many businesses as society becomes more casual about so many things. Here are a few facets of professionalism your business may want to focus on:
• Dress appropriately. Whether you issue company uniforms or not, appearance should always be neat and clean. A wrinkled outfit looks no better than a pair of ripped jeans. Generally speaking, revealing or tight clothing is a no-no. Avoid clothing that is too low, too high, too tight or too revealing.
• Don’t hide from your mistakes. As hard as it may be to do, take ownership of your mistakes and do your best to correct them. Try not to make the same mistake twice. Never blame others, but set an example so that those who shared in the mistake can step forward and admit it. By the same token, don’t constantly call others out on their mistakes; rather, help to teach them the right way.
• Be a team player. A true professional is willing to help co-workers when they are overburdened. Don’t hesitate to share knowledge, opinions, or simply an extra pair of hands. One person’s success reflects well on everyone in the workplace.
ALL ABOUT RESPECT
Customers will always appreciate excellent customer service. While you put so much emphasis on the new customer, what about the returning customers? You need to woo each one equally. Give the personal attention everyone longs for in every aspect of their lives. Treat customers with respect at all times. If you maintain a culture of respect, your customers will know they are truly being well cared for. Work together as a team to maintain delivery schedules, and when someone falls behind, let the customer know there will be a wait.
Conduct yourself in a professional manner at all times; this includes how you look, what you say and how you treat others. Keep an open line of communication with your clients, and ensure prompt attention to any issues that may arise.
It doesn’t take a lot to create the secret sauce for customer retention — it just takes consistency and attention to detail. Most importantly, it takes a team.
