My wife's a teacher and we often discuss how so many instructors have lost their love for the profession. Many enter the field intent on making the proverbial difference, and then lose their zest and passion educating youngsters. Many become disillusioned and become less patient -- and even less supportive of their charges. Perhaps a feeling of self-preservation takes over and the end result is an educational system where too many youngers are not appropriately served.
A similar series of events can take place in the business world. A merchant may have the best intentions of providing exemplary customer support when they first launch an enterprise, and then get so bogged down with other business-related issues, that prospective and existing customers get lost in the process. Of course, some merchants hang up a shingle without any semblance of customer-orientation or interest in truly establishing long-term customer relationships. Worse, some business owners engage in a type of "hit and run" modus operandi, and just want to take quick advantage of customers and couldn't care less if such customers eventually find out the "truth." (Many credit card processors are accused of such shenanigans -- particularly those that assess hidden rates.)
I recently heard an Internet marketer criticize another Internet marketer for deceptive sales tactics. The second marketer was upset with this deemed unfair criticism, exclaiming that this was all part of the game -- that is to say, anyone should feel free to use any psychological sales ploy to earn profit. The first marketer asserted that Internet marketing is not able fooling people, separating them from their cash; it's about connecting folks who have certains wants or needs with the appropriate product or service. One must always use ethical marketing strategies when making this connection.
I still believe most business owners don't need to energize their desire to truly place customers first. But for those who may have forgotten the importance of a loyal and satisfied customer base, make a new year's business resolution that you'll do everything possible to transform (prospective/existing) customers into fans. But how?
- See your enterprise through your customers' eyes - Is your staff friendly and courteous? Are email messages returned in a timely manner? Are you providing thoughtful and comprehensive answers to questions? Yes, place yourself in your customers' shoes and reflect whether you would be a happy camper under the circumstances.
- Think of the companies and businesses that you respect as a result of outstanding service. Extend this same type of treatment to your customers. In particular, think of how a customer service representative went beyond the call of duty for you. Mirror this same generosity of spirit and motivation to please.
- Going further than expected, provide a favorable experience to customers, and not just a tangible product or service. "Serve" your customers with warmth, compassion, and good will, and they'll remember you ... and recommend your product/service to others.
- Avoid running away from problems. I still can't fathom that when problems arise, some business owners deliberately make it difficult, if not impossible, to reach them. The customer's ire becomes greater, and the flames of that wrath can spread even more quickly. Tackle issues head on and without delay or hesitation.
- Establish win/win scenarios whenever possible. If there's no resolution to certain problems, at least listen attentively to customers, empathize, and remain polite. Instead of embracing a defensive mode, try to understand why the customer is raising the complaint. Fortunately, most problems can be resolved to some extent -- even if the end result cannot totally satisfy the client. Even part of an olive branch is better than nothing and any company response should be offered as quickly as possible.
- Admit when you're wrong - "It's not my fault" mantra is so common. While it may be applicable in many situations, there are times when it IS our fault. Owning up to mistakes comes with adult terrritory and should be part of the business landscape when warranted. I once forgot to order a credit card terminal on behalf of a merchant who needed it right away. Instead of blaming the shipping department, I admitted that I was totally at fault. The best I could do was waive the shipping expense which seemed to appease the merchant.
- Be proactive - It's not prudent to wait for complaints to arise. It's much wiser to be proactive and try to diffuse any potential problem or conflict. For example, one fee that has really troubled us is the PCI compliance fee -- a relatively new fee that our parent company sets and one which we make no commission. When it first came out, our clients would call us, upset about incurring this new fee. (Just about all merchant account providers are now assessing such a fee.) We didn't know about it beforehand and it was a very uncomfortable and embarrassing situation. However, now that we're aware of this PCI compliance fee, we indicate it on all email messages to prospective clients. Many providers don't disclose an impending PCI compliance fee, but they may not care about the backlash they will assuredly receive.
- Be honest! Stop looking for short-term gains at the expense of long-term relationships. Even if your business is thriving despite dishonesty, it's going to be almost impossible to feel good about yourself. I would much rather fail in business, being myself and doing what's right, then receive ill-gotten profit. I don't mean to stand on a soapbox, but ultimately, character counts most, and I choose not to be hypocritical when I tell my own kids to be fair and good, and act with integrity.
In essence, reinvigorate your commitment to your customers. I can't think of a better New Year's business resolution than that.
