Keeping hold of customers is a key driver in 3D businesses - they work hard at delivering excellent customer experiences that get customers coming back (and hopefully telling other people!)
In National Customer Service Week, a timely new report highlights that excellent customer service is one of the key things that keep customers loyal. The excellent report from technology consultants Portal has highlighted this well. It suggests that over half of UK customers (53%) have sought an alternative supplier at least once due to poor customer service. They reckon it’s costing British businesses £4.35 billion every year!!!!
It’s scary stuff! However, on the upside, there are some learning lessons here for those that want them.
When asked what is most likely to keep you loyal, UK customers responded:
- Improved trust in the business 3.1%
- Outstanding reputation of the business 4.9%
- Good loyalty rewards 17.1%
- Cost 17.3%
- Excellent customer service 27.5%
- Quality of product or service 30.2%
In other words, nearly 60% is about what you do and how you do it, and these are ‘mimimum requirements’.
Customer expectations are rising, there’s more choice and budgets are tighter, so there’s a real need to work hard to keep your exisiting customers.
How much time and effort are you putting in to ‘Demonstrate’ to your existing customers that you really care?
And it’s worth pointing out that doesn’t end with the ‘transaction’.
Yes, it’s about your ‘performance’ when they’re dealing with you, but it’s also about after the experience. It’s about ongoing ‘engagement with your customers - we call it ‘Dialogue, Not Diatribes’ and it means having ongoing conversations with customers, not simply sending marketing material out to them.
What could you do to ‘Demonstrate’ you care? Well, here are some very simple ideas
- Ring Them Up And Let Them Know You Care
Call to find out how things are going (and don’t try to sell them something!)
- Get Their Opinion
Find out what they think about what you’re doing and how you do it – are they ‘completely’ happy with things?
- Add Value
Send them something that ‘adds value’ – some information, an idea, a lead, an example of ‘best practice’ – make it relavant, and don’t send lots of advertising ‘bumf’!
- Say ‘Thank You’!
Thank them for their custom – call them, drop them a note, tell them!
Please remember, what ever you do, use the channel that best suits the customer, make it personal and make it genuine!
Want more on this?……..