CUSTOMER SERVICE- UNDERSTANDING THE IMPORTANCE OF CUSTOMER SERVICE – Part 2

WHAT DOES THE CUSTOMER WANT?

Often times, business owners think that what their customers want is just, best price and best value but that is not so. Surprisingly, what most customers want are built around – Product, Convenience and human factors. What do l mean by this? l mean that customers would want to enjoy quality service from the company or business owner. They want to be able to rely on the product that they are buying. They want to be assured that the product is of good quality and in the case of service being provided, they want to be assured that the provider is competent to deliver the service.

Customers want to see the business owner respond to their call or complaints with urgency and they also want to enjoy some flexibility from the company/business owner. Customers do not enjoy doing business with companies who are very rigid with their company policies. Situations such as pandemic, epidemic or even disasters could occur and these definitely could affect certain company policies and in turn, affect productions or deliverables on both the external and internal customers. When such happens, the company / business owner should show some empathy and bend the rules a little if it becomes necessary. There must always be a kind of human face/factor in whatever we do.  After all, we are first humans before we became a company / business owner.

Just as the conversations in this picture depicts, it is not about what is special about, this place (company or store), the real question is why do customers buy from there. The answer my friend is not far-fetched It could be because of so many reasons like; the fact that the company is quick at diagnosing any problem raised by the customer and also brings new perspectives into it. It could be that the customer does not just want you to sell a product to him/her but to collaborate with them to arrive at a mutually benefitted position for them and also to be responsive to their concerns.

 Every customer needs some kind of attention, so be ready to give them attention when they desire it. Listen to them when they come complaining about either your product /service and try to offer solutions. Do not give them attitude or excuses.

Try to understand your customer needs. Don’t just sell your product to them, have a personal connection with them by finding out how your product/service is affecting them individually. Create a feedback mechanism that will help you achieve this. Help them to understand the benefits or risks of the product/service they want and advise appropriately if you have to, depending on the individual’s disposition.

Communication is another aspect of the customer’s expectations. Don’t just communicate but communicate effectively. Customers hate it when sellers bit around issues like price, discount availability etc. Tell them in plain language what you want and what is involved. Don’t spring up any surprises at the last minute. You need to be able to convince the customer why he/she should buy from you and not from elsewhere. This is where your power of words come into play. A great sales guru once said: “All things being equal, most people would rather buy from somebody they like” It is all about building good customer relationships.

Constantly monitor what is happening with your products in the market and also how your service is being delivered. Pay attention to details and know when to make necessary changes. Maintain standards, ensure that your products/services are of top quality, be committed and be able to deliver what you promise your customers.

Measure your customer’s satisfaction from time to time. Carry out customers’ survey, organize conference for your customers or network meetings to get their views on the company’s performance and construct a suggestion box and place it at the foyer and remember to check the box at the end of every week or two weeks as the case may be.

Finally, train your front desk officers and the staff on telephone communication. Starting by not allowing the telephone to ring for too long. They should also answer by not just saying” hello “but to also mention the company’s name and their name as well. They should listen to the caller and only speak when asked a question or when the caller has finished speaking. Most importantly, they should take notes while the caller is speaking to avoid missing out important information.

 This brings me to the end of tips, on understanding the importance of customer service.