“The customer is always right.” That’s a mantra that has been repeated ad nauseam by managers across the world for decades now and, while it’s a phrase you might sometimes want to take with a grain of salt, it’s one that still rings largely true, even today.
But it’s not just about giving the customer what they say they want anymore. Good service is about making the customer feel comfortable and supported so that they feel comfortable doing business with you. In such a crowded and competitive market, it could be the thing that sets you head and shoulders above everyone else. But how can you show your customers support and help without it feeling patronising and cynical? Please read on.
Communication
The best way to know what your customers need or want is to listen to them, be it through verbal face-to-face questions or digital surveys that collect and analyse their feedback. Listening to your customers means knowing when to stop talking and when to take notes. It’s not just about listening to their problems either. It’s about connecting with them on a personal level.
Functional systems
Whether it’s making their payments or signing up for a loyalty card, providing your customers with systems that are easy to use and uncomplicated will positively impact their experience. There are dozens of options available that allow for everything from incorporating open banking solutions in your app for online customers to digital kiosks and checkout solutions for retail customers.
Know your limits
It’s nice to be able to say yes to your customers every time but it’s equally important to be able to see where your abilities end as to not over promise and under deliver. The customer might always be right but that doesn’t necessarily mean their demands can always be met. Particularly if they’re asking for something that is either impractical or could harm the experience of other customers.
Training
Getting good customer training for yourself and your employees in how to help customers will ensure everyone is at the same skill level and that they all know what to do in common situations. There needs to be a sense of consistency amongst your staff, otherwise, it will make customers feel confused and could lead to the dreaded customer churn.
Make it memorable
Create memorable and simple experiences for your customers and they are that much more likely to become regulars. Little things like addressing them by their first names (if you have it to hand and it was given to you willingly, of course) and personalising messages so that they are obviously written specifically for each individual can make the world of difference.
