 BUSINESS AND GOVERNMENT COLUMNISTS |
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EDWINA FRAZIER AND ADELE FOSTER
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SISTERS IN BUSINESS, CUSTOMER SERVICE---AGAIN?, WEEK OF JULY 1-7, 2010
by ADELE FOSTER AND EDWINA FRAZIER
The Wilmington Journal
Originally posted 6/30/2010
Yes, we know… customer service again! But what can we say? If you're looking for something that will give your business a boost without costing an extra dime then customer service is the way to go. Do you have a customer service policy in place? Not just something in your head Mr. or Ms. Small Business Owner. We're talking about an official policy on paper that every employee knows and understands. For example, do you have a greeting standard that sets the tone for the type of experience you want your customer to have every time they interact with you. In order to have that kind of consistency, every person who comes in contact with your customer needs to understand the important role they have in not only meeting the standard but exceeding it when they can.
Just this weekend, SIB was in a well known restaurant dining with family. Our server was a young man, who cordially introduced himself with a fabulous smile and asked for our drink order. Several of us ordered hot tea with lemon and honey. The server brought us hot water in cups and allowed us to select our tea bag from a choice of flavors. We reminded him about the honey and he flashed that fabulous smile and said he'd be right back. Ten minutes later he returns with one pack of honey. We're almost afraid to send him back for more.
Our now cooled tea might be cold by the time he got back. When he returned he had our dinner so the honey was forgotten for the moment until we realized the order had been mixed up so back to the kitchen we sent him and we asked him to bring honey and more hot water to heat up our tea. This time he returned with the right dish and one glass of microwave water to add to our cups. He smiled and apologized for the mix up and guess what? He still forgot the honey! His flashy smile was no longer endearing him to us. This server had the opportunity to really make a difference in our experience by simply paying better attention to the details. Instead, each person in our party left saying it would be awhile before they'd come back there again. SIB is extending grace by not mentioning the name of this place but we could just as easily have been singing the praises of this place (unsolicited advertising) had they trained their employee on creating a positive experience for their guests through better customer service.
Look for ways you can enhance your customers' experience. Brainstorm with your employees. Turn it into a contest to see who can come up with the best value-added customer service component. It could be something as simple as remembering to grab more than one packet of honey when someone orders tea!
Recalling what your customer bought before and letting them know when it's on sale. How about walking your customer to the product instead of pointing?
Giving your customer undivided attention instead of being distracted by a co-worker (gabbing to each other) or being too task oriented to even notice the customer at all!
A nail salon noticed they weren't getting a lot of repeat business and wondered why. They were in a high foot traffic area so walk ins were numerous but few of these customers ever came back. SIB did a little observing on a Saturday to see what was going on. Here's what we observed:
**Customers were often not greeted when they walked through the door. Some stood around until they were asked what service they needed
**Those who were ''greeted'' were simply asked ''What you need honey?''
**Customers who asked how long would it be before they could be serviced were told, ''We're busy right now, can you come back?''
**Those who waited for service knew it was their turn when an employee crooked their finger in their direction with a curt, ''You next.''
SIB observed all of this and more in just a few hours of observation. Did they really wonder why customers wouldn't want to return for more of this ''great'' customer service? When we shared our observations, the owner responded, ''They come to get their nails done. That's what we do. The rest is extra.'' On that note, SIB can rest their case. The EXTRA is what will bring your customers back, even if it means driving farther to get there and probably bypassing other businesses who offer the same product, just to get to you. Outstanding customer service along with a quality product will create loyal customers who tell their friends about you as well. That translates to increased business, which means increased revenue for your bottom-line!
Adele Foster: foster4119@yahoo.com
Edwina Frazier: ef3835@yahoo.com
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