It is much more profitable keeping a customer and expand the services we offer than to attract a new one. Too obvious? Maybe, but it has been necessary that someone developed this idea to be taken seriously. And, without realizing it, we often fall into the contradiction of designing business plans to attract potential customers, without regarding, at all, the loyalty of those we already have.
Strategies for loyalty.
Today we have access to innovative tools such as the Internet, cell phones, faxes and voice mail, all designed to enhance our ability to communicate. However, even with all these technological tools at our disposal, the number of dissatisfied customers, lost sales, is alarming and also the fact that none of us is as effective in communicating as we would be.
Recognize the importance of nonverbal communication and learn to "listen with your eyes." It may surprise you to know that research indicates over 70 percent of our nonverbal communication is perceived. In fact, studies show that body language has a much greater impact than the spoken word.
- Little things make a big difference
Providing quality customer service is both a responsibility and an opportunity. Often, sellers see customer service as an administrative burden that takes them away from making a sale. The truth is that customer service provides opportunities for cross-selling, and generating quality referrals.
Customers define quality service and attention to detail and responsiveness. Satisfaction surveys consistently indicate that the fact of doing little things for customers makes a big difference.
Five Suggestions for powerful customer service.
- More than necessary. Develop a reputation for reliability, never make a promise you cannot keep. Your word is your bond.
- Pay attention to the little things. Get in the habit of returning phone calls, e-mails and other correspondence quickly. Monitoring, monitoring and monitoring.
- Stay in touch and keep good records. Take the time to make notes of meetings and phone calls, making sure to record all relevant information. Keep a written record of services. Configure a system to track important contact dates like birthday calls and customers. Consider sending a note or an article of interest regularly.
- Give your customers a promotional gift. Consider sending a letter opener, coffee mug, or a calendar with their photo and contact information.
- Establish a feedback system to control how your customers perceive the quality and quantity of service provided. The service is not defined by what you think you are, but how your customers perceive its value. When it comes to customer service, perception is reality.
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