Customer Service: How To Get First Time
Customers To Come Back
By Tom Egelhoff
Say Thank You
Isn't this common sense? Its amazing in this day and age that
something so simple and so effective would even have to be mentioned.
A first time buyer is a first time buyer only once. You never
get a second chance to make a good first impression. You are
trying to build customer loyalty. Make sure each customer receives
a sincere and honest, "Thank You."
Customer Feedback
Make it easy for customers to complain. There's nothing worse
than a first time customer who's unhappy with your product or
service. Follow up with a new customer is critical. If a problem
arises correct it immediately.
I'm reminded of the customer who wanted to return a set of automobile
tires she thought she had purchased from Nordstrom's. The giant
clothing chain has never sold tires and probably never will.
But they are known worldwide for their customer service. In this
case they graciously refunded the woman's money in full and (see
#1) thanked her for shopping at Nordstrom's. The story appeared
on the front page of the Wall Street Journal. What's That Worth??
Customer Relationship
If you sell a product that requires some training or indoctrination,
you need to form an immediate relationship with your customer.
If your customer has problems operating their new computer, or
software or whatever, the easiest person to blame is you.
In a small town where everybody knows everybody, comments on
poor service or poor training will spread quickly. Make sure
you take the extra time to confirm that the product is working
properly or the service being performed is understood completely.
Reinforce The Value
Good service isn't always enough. Do you remember a McDonald's
where the service you received was head and shoulders above all
other McDonalds? You left a major tip and called out the manager
to personally thank him or her...right?
My wife and I can still remember the best service we ever received
in a restaurant. It was Christmas Day, 1984 and our first time
dining at this particular restaurant. We often relate the story
of our fabulous waiter when we dine with friends. He took our
complete order and never wrote anything down.
He took orders for a table of eight and never wrote anything
down. He was there with the water refills at exactly the right
time. Cleared the table at the right time. Brought coffee at
the right time. He was the best waiter I've ever seen in 40 years
of dining out all over the world.
He reinforced his value to us in everything he did. His customer
service set a standard for all other waiters to emulate.
Develop a Strong Customer Database
Do you know what your customers are buying? Maybe more importantly,
do you know what they are not buying? A database is extremely
useful in knowing your customers. Ever receive a mailing with
your credit card bill? Do you think each person who receives
a bill gets the same advertising. Does the person with a $500
credit limit get the same product advertising as the person with
a $5000 limit? Not on your life. Chances or you know your best
customers and what they buy, but what about the other customers?
What do they want? Find out and you'll make a lot of money.
Tell the whole story
Do your customers know all the things you do? Many companies
add products and services and the last people to know are the
customers. Make sure that your customers have the whole story
on your products and services. Mail news announcements as soon
as new products or services are available. Your first time customer
probably came in for something from an add. Make sure they know
about your other services for later.
Invest in your customers
Every once in a while you have to go the "extra mile"
for a customer. Extra expense may be incurred. I ordered some
labels from a company and the order was misplaced. We had to
have the labels by a specific date. The labels arrived on time
as promised with an enclosed form that read
PROMISED ORDER: This job
is promised and must be shipped on time under any circumstance.
Every employee having anything to do with this order will be
held strictly responsible for seeing that no expense must be
spared to see that this order is delivered ON
TIME.
This form was signed by 30 employees, documenting the date
and time they each received their part of the job and who they
passed it on to.
Reward the customer
Keep that first time customer coming back with special sales.
Mail a postcard for a special unadvertised sale to all your first
time customers each month. Have the sale during hours you are
normally closed. Make the first time customers feel important.
Welcome promotions
Create a "New Customer Welcome" kit. Include brochures,
announcements of new products or services, referral cards and
maybe some coupons on some of those products and services.
Some final thoughts
I used to teach customer service classes but I don't any longer.
Why? Because the business owners would send their employees to
the class when the persons who belonged there were the owners
themselves.
Customer service is very hard to define. We all know it when
we see it, but what is it. I believe it is how each of your employees
feels about themselves. How they treat customers will be in direct
proportion to how they are treated by management. The more employees
are respected and appreciated by management, the more pride they
will take in their work. And they will pass that on to the customer.
I am not a big fan of "Employee of the Month" awards.
Think about it. If you have 25 employees, you have one winner
and 24 losers.
I would much rather see each employee singled out and recognized
for some good job sometime during the month. No matter how small
the task or assignment. That way each person has an incentive
to grow and excel in their own areas of responsibility.
Employees should compete against they're own best record,
not other employees. They should strive to constantly improve
their personal best.
Remember the definition of success:
Success is the progressive realization of a worth while goal
or dream. Work toward your dream.
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This article may be reproduced for your non-profit
group or organization provided it is not altered in any way and
the following is attached:
©1998 - 2004 Eagle Marketing PO Box 271 Bozeman, MT
59771-0271
http://www.smalltownmarketing.com - (406) 585-0219 - Toll FREE
(888) 550-6100
email: tommail@smalltownmarketing.com
Based in Bozeman, MT, Tom Egelhoff is the author of How To Market, Advertise & Promote Your
Business Or Service In A Small Town, and The
Small Town Advertising Handbook: How To Say More And Spend Less.
He is also a seminar and workshop presenter
and trainer. He may be reached at 888-550-6100 or PO Box
271 Bozeman, MT 59771-0271
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