Andy and I were talking about customer service and customer retention yesterday, especially as it relates to local business types, and he said something that grabbed me.
“Businesses must quit treating customers like terrorists.”
Now that’s a strong statement, but let’s unpack it for your locally-owned small business.
Terrorists are folks with whom we should never negotiate. We have a policy of “no negotiation,” and we should stick with it – because the potential for recourse is too scary. Negotiating with terrorists could lead to chaos, anarchy or being overtaken by the manipulations of the enemy. Terrorists are enemies that harass and threaten our safety and security.
Do you look at your customers as enemies who harass you, threaten you or risk your safety and security? I hope not. But if you really squint, you might realize that deep down maybe you sometimes do view them this way.
Do you treat your small business customers with generosity, patience, respect? Or do you answer their questions briskly with distraction? Do you give them your full attention at every point of interaction – or are you bothered by their interruption? When you mess up – or they are confused about how to use or engage with your products or services the best way, are you wary of helping them fix their problem? Are you afraid that you will open a can of worms if you do the right thing? Does your safety and security feel threatened by the potential of fixing customer problems?
There are a million other scenarios that I could suggest along this realm, but let me stop with those, and instead point you to a better way.
Customers are NOT terrorists.
Let me challenge you to change your attitude and perspective towards your customers today. No matter how positively you feel towards your customers, there is always room to improve and kick it up another notch, so to speak. Here are some ways you can change your attitude toward your customers – and in turn, drastically improve your customer loyalty, customer retention – and yes, grow your business simply and aggressively.
- View your customers and their problems as your primary marketing opportunity each and every day.
- Remember that remarkable customer service experiences lead to many remarks by the customer to their many friends (often 100s of friends on social networks).
- Consider the lifetime value of the customer in relation to fixing the small problem or time spent giving personal service, explanation or help today.
- Remember that word of mouth marketing is the best marketing you can never buy (or if you make folks unhappy – the worst marketing you can never buy your way out of).
- Remember that going through a trial with your customer will make them more loyal and mean more steady and secure income for you for a long time to come.
Try This Idea.
Dedicate a portion of your small business marketing budget and time to fix problems in a way that far exceeds “making it right” and that makes your customer exceedingly happy about you and your business.
What do you think? How can you grow your small business by taking advantage of problems today?
Editor’s Note: I fleshed out this idea and six others related to customer service and customer retention for the upcoming print issue of Greater Jackson Business magazine to hit newsstands in the next few days. Be sure to check it out.
Photo Credit: jm3
Great Post! This reminds me of a stroy in the book “The Go Giver” where they visit a retailer who rails against treating the 98% of customers who buy something like the 2% who steal.
Thanks!
How do we get this post into the hands of business owners everywhere? We, the customer, are not the enemy. We want to be your friend. However, we wouldn’t tolerate being “friends” with some of you with the way you treat us.
Think about when YOU are the customer? How do YOU want to be treated? Guess what business owners? Your customers want to be treated the same way. No double standard here.
Treat me well or I’ll find someone who will!
Your soon to be EX-customer!
Well, you spreading the word is a great start!