How satisfied a customer feels is something that can be controlled. Unhappiness is generally caused by a failure in your system, or there is an inconsistency in the way you deliver your product or service. The following rules are certain to help you generate happy customers.
1.
Pre-Established Expectations - Visualize one of your customers answering 4 easy questions for you prior to making the transaction. Questions such as:
- Why are you purchasing from us?
- What do you desire to experience through buying from us?
- What can we do to ensure that you have a great experience buying from our company?
- What could we do to make sure you are satisfied with your purchase from us?
2.
The Power of Expertise � What are you doing to be the greatest provider within your field? Consumers desire the best product, because they yearn for an exceptional result.
Still, even more than an exceptional result, your customers are after a predictable result. Why do you think McDonalds sells more hamburgers than anyone else? It's because people know exactly what to expect. People do not want to spend time anticipating their result.
3.
People are only aware of what you tell them � Keeping an open line of communication with customers is vital. Once a difficulty appears, handle it at once and don't choose the Ostrich Management (Stick your head in the sand and hope they go away). Give your customers immediate attention. Are your phone lines always open? Do you have enough people to reply to email queries? Do you keep your word by doing what you said you would when you said you would do it? A positive response to the previous questions will encourage customer confidence; a negative response to these questions will destroy trust.
4.
Eliminate annoyances and create successful performance patterns � what habits, or procedures, or actions do you have that stop your customers from feeling satisfied on a regular basis? Are you often late, or don't make an effort to show up to meetings? Do you have irritating call hold music? Are your employees helpful and pleasant, or impatient and impersonal? Is your work sloppy and unorganized? These distractions may keep your customers from seeing the true value you provide. Ask a few of your customers how they feel about doing business with you. Their answers may help you understand how you can improve.
5.
People respond to directness and clarity � Customers are busy people. Assuming, being roundabout, and not communicating clearly wastes time. Be clear in communicating. Ask direct questions. Do not leave understanding to the customer's imagination.
No one needs enemies�especially enemies that were a part of your paying customer base. Keep customer dissatisfaction at bay through using these principles we have discussed here and build consistency in your organization to achieve a predictable outcome each time. Everyone will be much happier!
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Rod Alan Richardson is dedicated to teaching people how to succeed in free enterprise through
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