Do you want to make a positive impression on customers and create a steady stream of repeat business? If you do, prioritizing customer service is key.
Excellent customer service is helpful, timely, and professional. Providing quality service entails knowing the value of customer service and how it relates to the psychology of the customer. Richard Branson’s business philosophy showcases how these ideas can drive success when they are incorporated into the corporate culture. Marcus Lemonis’ emphasis on people, process, and product, also illustrates the importance of customer service to an organization’s culture.
Although customers differ from one another, most are paying for an experience. Out of all the choices available, they chose your business. Maybe their decision was based on advertising or word of mouth. Regardless of what drew them to your business, if customers receive poor customer service, many consider their experience ruined. As a result, they may feel shame, anxiety, anger, or sadness. At the root, customers often believe they have been disrespected and that their patronage is not valued.
Rather than risk having another bad experience, customers will often avoid going back to your business. Instead, they are likely to spend their money in places where they receive better treatment. Dissatisfied customers might spread the word about the poor treatment they received. They will discourage others from doing business with you. And in cases of alleged profiling, you could get sued.
It doesn’t have to come to that though. Consider these tips.
Be attentive not intrusive. Imagine you enter a business and no one asks if you need help. Now imagine another scenario in which a salesperson continues to follow you asking if you need help even after you’ve declined. It’s crucial to strike a balance between these two extremes. Salespeople can extend an initial offer of help in addition to the option of answering any questions customers may have later.
Implement a consistent process. For example, you may require salespeople to greet everyone as they enter and leave your business. Not every customer will return such greetings. However, they will probably notice if other customers are greeted instead of them.
Don’t make assumptions. Maybe you have a certain clientele in mind that fits your vision of your brand. Still, you never know who will buy from you. The man in formal designer clothing that a salesperson is focusing on may not buy a thing. Meanwhile, the woman in casual clothing leaves because she was ignored, even though she intended to buy. In this example, the message salespeople send is that one customer is valued more than another. Even if someone is browsing today, they could make a purchase at another time.
Monitor your tone and body language. Be mindful of the way salespeople interact with customers. They may be sending customers messages that they not welcome. Eye contact and a pleasant demeanor go a long way in making most customers feel welcomed. But be careful not to get too personal. This often involves putting personal issues aside instead of projecting them onto a customer. For example, a salesperson with financial problems may be envious of customers they believe shouldn’t be able to afford shopping at a particular business. They then project their feelings of shame onto the customer by providing poor customer service.
Problem solve. If an issue arises figure out a solution as quickly and efficiently as possible. If one person doesn’t have an answer, find out who does and connect the customer to that person. Even if a customer becomes rude, find a way to de-escalate the situation.
Satisfied customers affect your bottom line and so do unhappy ones. Choose to provide great customer service and the profits will follow.
Dr. Shonda Lackey 