Prime The Pump
DID YOU KNOW that customer service is part of your marketing strategy and an essential part at that? One of the biggest mistakes marketers make is to overlook customer service and emphasize instead what they consider to be the “key” aspects of marketing. As a result, customers do not feel valued and appreciated, and the money and efforts marketers pump into their ad campaigns are counterproductive.
Marketers and consumers all have a role to play in nurturing a customer centric culture – “A way of doing business with your customers that provides a positive customer experience before and after the sale, in order to drive repeat business, customer loyalty and profits.” Marketers need to embrace the philosophy “the customer is king.” And, patrons need not set bad precedents by accepting mediocre service.
Research has shown that over 95% of unhappy customers will not complaint and those who never complaint will tell an average of 11 other people about their bad experience. Therefore, businesses that are serious about increasing sales should encourage customers’ feedback.
Here are five steps to handling customer complaints, by Matthew Swyers, founder of The Trademark Company.
1. Listen and Understand: Do not interrupt or respond quickly. Listen carefully so you can understand the root of the complaint. 2. Empathize: Empathize immediately. This demonstrates that you heard the concern and will do something about it. It also creates a bond.
3. Offer a Solution: Focus on what you can do instead of what you cannot.
4. Execute the Solution: Solve their problem with the solution they proposed, or propose an alternative.
5. Follow-Up: After covering the first four steps, be sure to follow up to make sure they are satisfi ed with the solution.