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Make Customers Feel
Valued and Special |
Have you ever been surprised to discover that your employees don't understand the importance of quality customer relations?
Take the example of a restaurant owner who was unaware of any customer-relations problems until one diner complained about the maître d'. During the few times the customer visited the restaurant,
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"We would say to our associates, 'If your brother or sister came into your store, how would you treat them?'
And then we would say, 'Your brother and sister have to shop here. Other people don't. You have to treat other customers, strangers, better than you do your brother or your sister."
- Bernie Marcus, co-founder of The Home Depot,
in his book, Built from Scratch | the maître d' rushed him to a table, slapped down menus and dashed back to start the process again with the next patrons.
The owner was surprised – and disappointed. He hired the maître d' as a goodwill ambassador, to be gracious and make guests feel comfortable. He hoped his restaurant would make customers feel like they were invited into a friend's living room. But he never told his employees exactly how to relate to people the minute they walked in the door.
With that example in mind, here are the three C's of quality customer relations:
C ommunication. Make sure your staff members are clear what is expected of them when they deal with customers. Be specific and use the policy in your company handbook and have employees initial it to indicate they read it and understand what it entails.
C ordiality. Instill a culture of warmth and friendliness. Tell employees to treat customers the way they want to be treated. Be sure they thank customers and tell them, "We appreciate your business."
C onsistency. Designate one person to be in charge of customer relations. That way, you can ensure that standards are consistently applied and regularly monitored. Then, monitor your customer retention rate and make adjustments to your policy when necessary.
Studies show that the cost of keeping customers is only 20 percent of the cost of acquiring new ones. Obviously, maintaining quality customer relations minimizes your operating costs. The customer-relations manager has one of the most responsible jobs at your company. Fill that job carefully and let the manager know what's expected.
Customers may come in on their own the first time, but it takes extraordinary service and satisfaction to keep them coming back.
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Our firm provides the information in this e-newsletter for general guidance only, and does not constitute the provision of legal advice, tax advice, accounting services, investment advice, or professional consulting of any kind. The information provided herein should not be used as a substitute for consultation with professional tax, accounting, legal, or other competent advisers. Before making any decision or taking any action, you should consult a professional adviser who has been provided with all pertinent facts relevant to your particular situation. Tax articles in this e-newsletter are not intended to be used, and cannot be used by any taxpayer, for the purpose of avoiding accuracy-related penalties that may be imposed on the taxpayer. The information is provided "as is," with no assurance or guarantee of completeness, accuracy, or timeliness of the information, and without warranty of any kind, express or implied, including but not limited to warranties of performance, merchantability, and fitness for a particular purpose.
IRS Circular 230 Notice: To ensure compliance with requirements imposed by the IRS, we inform you that any US tax advice contained in this communication is not intended or written to be used, and cannot be used, for the purpose of avoiding penalties under the Internal Revenue Code.
Securities and advisory services offered through Geneos Wealth Management, Inc. Member FINRA/SIPC. Geneos Wealth Management, Inc is not affiliated with Stambaugh Ness. |
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