In this holiday season–or for that matter, at any time during the year–the worse thing for your business is to send your customers to your competition. Our regular guest blogger Robin Paggi offers suggestions for avoiding that negative outcome
How to Send Your Customers to Your Competitors
“You can have everything you want, if you will help other people get what they
want,” said motivational speaker Zig Ziglar. If you’re in business, you want
customers. What do your customers want? Good customer service. In fact, according
to a Customer Experience Report by RightNow, 86 percent of consumers surveyed
said they stopped doing business with a company because of receiving bad service. I
know I have.
Here are some key elements to providing good customer service:
Make eye contact, smile, and greet every customer. Seems easy, doesn’t it?
However, lots of customer service representatives don’t do these simple things.
For example, I was recently at the grocery store and approached a check out stand
at which the checker was involved in a personal conversation with the store’s
security guard. I placed my groceries on the conveyer belt and the checker began to
scan them while continuing to talk to her co-worker. She didn’t make eye contact
with me nor acknowledge me until she finished her conversation. She then looked at
me and asked, “How’s it going?”
Perhaps the checker doesn’t know that a lack of eye contact demonstrates a lack of interest and creates feelings of annoyance or general disliking from the ignored
person. No doubt the checker thought that finishing her conversation with her co-
worker was the polite thing to do before she turned her attention to me. She should
be told that customers are more important than co-workers and to stop all personal
conversations when a customer approaches.
As for smiling, experimental data shows that smiling is not only expected during the
formation of new relationships (such as interacting with a customer), it is necessary.
Smiling indicates whether someone is friend or foe. Additionally, we instantly return
a smile, which causes the secretion of endorphins (our internal happy drug) and
makes us feel good about the person who smiled at us.
When we experience social pain – like being ignored – the feeling is as real as
physical pain. That’s why no eye contact, no smile, and no greeting often lead to no
repeat business.
Seek out customer contact. This means that customer service representatives
approach customers to offer help instead of customers having to solicit it. Here’s an
example of what not to do.
I was in an electronics store trying to buy a TV and couldn’t get someone to wait on
me. An employee rushed by and assured me that someone would be right there.
After a few minutes, another employee told me the same thing. Finally, a third
employee approached me and asked, “What’s up?”
Having to ask to be waited on was ridiculous, especially when I was about to spend
hundreds of dollars. Then being greeted so casually just added fuel to the fire. There
are plenty of other places in town to buy a TV the next time I want one.
Provide immediate fixes to problems. An experience I had at a local print shop
illustrates a poor attempt at that process.
I ordered hundreds of bookmarks from the print shop and made arrangements to
distribute them with some fellow Rotarians at a local elementary school on a Friday
about noon. When I placed the order, I was promised it would be ready that Friday.
When I arrived Friday morning around 10:00 to pick it up, the order was not ready.
My bad – I should have asked for a specific time. I told the print shop owner about
my predicament; he said my order would be completed that day as promised, but he
couldn’t tell me when. So, I cancelled with the school and the Rotarians and felt
stupid because of having to do so.
An hour later I received a call from the print shop telling me my order was ready. I
don’t know whether the owner felt bad after I left and decided to rush the order or
whether it would naturally have been completed by then. What I do know is that a
little effort on his part would have solved my problem and I wouldn’t have had to
cancel with everyone. Because he made no effort, I’ll go to a different print shop next
time.
Thank every guest. One of my favorite poor customer service stories happened at a
bookstore. After silently handing me my change, the cashier pushed my purchase
across the counter toward me and just looked at me. No “thank you,” “have a nice
day,” “don’t let the door hit you on the way out” – nothing. I finally said to her, “no
thank you?” She asked, “thank you for what?” She genuinely did not understand why
she should thank me for shopping at the store where she is employed. Although
there are not a lot of bookstores to shop at anymore, Amazon makes buying books
really easy and even thanks me for my business.
My husband thinks I’m too nitpicky about customer service because I teach
customer service classes. So, I conducted my own survey to see if the people in my
world have stopped doing business with companies because of receiving poor
customer service. Either the people I surveyed are too nitpicky too or receiving poor
customer service really does drive people away.
Business owners, managers, and their employees need to know that customers can
get similar goods at similar places all over town or on-line. The distinguishing factor
between businesses is usually only the service they provide, and failure to provide
good customer service is a sure way to send your customers straight to your
competitors.
Robin Paggi is the Training Coordinator at Worklogic HR.
She last wrote for us on Different Generations at Work and before that on Getting Professionals to Behave Professionally and prior to that on Brain Wiring, Personalities, and Careers and has also contributed articles on Accommodating Religious Beliefs, Politics and Work, Emojis-A Workplace Communications Menace and Alcoholism and the ADA in Employment. To read her previous columns, search Paggi in the search box at the top of this home page.