Capturing customers is all about creating brand promises and keeping them.
Sooner or later the customer’s actual experience will have to live up to the image.
The unequaled customer service that once set you apart has now been equaled – your competitors have caught up, and your customers have noticed.
Some years ago, USA Today reported that one of every four purchases ends up being a problem for the customer. I believe it.
A few days ago, my wife and I ate in a new restaurant (new to us). The food was fine. The atmosphere was fine; actually, kind of nice. But the customer service? We’ll, let me put it this way: we both felt like we were somehow intruding upon and interrupting the life and routine of the servers. They finally gave us what we wanted – but it was as though we were there for them; they were not there for us. (We likely will not return).
So, let me remind you of Customer Service 101 – if you are in the customer service business (and, you are), you are there to actually serve the customer. That is what you are all about. That is what matters most.
Oh, sure, you need a service or product that the customer will really want. But, if you do not deliver that to the customer in a good way, a timely way, an attentive way, your good product will be rejected for another “provider” down the road.
Customer service begins with, you know… serving the customer.