Have you ever heard the saying, ‘It’s not what you say, but how you say it?’ This statement alone speaks volumes and can make or break a meeting. The same holds true with evaluations of service. Impressions are being made in the mind of the customer about the type of service they are receiving, around the clock. Research done by Help Scout.net, evaluated the following statistics:
- 70% of buying experiences are based on how the customer feels they are being treated.
- 7-10 Americans said they were willing to spend more with companies they believe provide excellent customer service.
- 91% of unhappy customers will not willingly do business with you again.
- 78% of consumers have bailed on a transaction or not made an intended purchase because of a poor service experience.
- It takes 12 positive experiences to make up for one unresolved negative experience.
- 3 in 5 Americans( 59%) would try a new brand or company for a better service experience.
Engaging with the customers today, encompasses every form of communication and follow up. From a human person offering assistance, to using apps on a tablet or mobile device.
The environment and appearance, being clean and neat. In addition to the relevant products being sold. It’s also communication of the business message, in a way the customer will be able to understand it.
Here are some local examples of what people are thinking about service received, via online posts:
- ‘I hear the place inside is much better and cleaner than it used to be. Outside it’s still a cluster of cars, buses, taxis and you can’t park anywhere unless you’re lucky. I’ve only dropped off and picked up friends and family from here.’
- ‘How do you find an email address for customer support?’
- ‘Thanks for the excellent experience. The chauffeur was a great driver and a wonderful person to talk with.’
- ‘I decided to take my wife away for a Saturday night. We arrived at about 4 pm for check in. Check in was great. Easy and efficient. The lobby is nicely appointed. We were given a room on the 20th floor. Nice sized room, very clean, efficiently sized bathroom. Very comfortable. Great night for sleeping too. The location seemed nice but it was a Saturday afternoon/evening and it’s a business district so it was a bit quiet. My only gripe was the dining experience. Would definitely stay again if traveling.’
Service is an experience. A good experience meets the customer’s expectations. A bad experience can generate complaints. Both incidents create a thought in the customer’s mind. That thought is whether or not to continue visiting. Visiting in today’s internet, social media conscious world, can now look like a click, a connection, a liking, sharing, becoming friends, or subscribing. In addition to traditional responses such as walking back into a business for more of the service or products.
Jack Mitchell, author of books ‘Hug Your Customers’ and ‘Hug Your People’ recommends these points of difference for shaping the customer’s perception of the business and the service received:
- Plan, prepare, and practice-Give your associates information on the customers, so they can be knowledgeable of the customer and execute memorable experiences with the customer.
- Everyone on the field-Focus is on the customer, during the business day.
- Pay attention to your playing field-Make sure everything looks good and is convenient for the customer.
- Be a mirror-Reflect the needs of your community in what products and services you offer. Listen, don’t preach.
- Consistency counts-It’s what trust is based on.
- Be involved– Be committed to your community, that’s where your customers live.
‘There is only one boss, the customer’ -Sam Walton