So
many buzz-words, so much jargon….call it what you will… Customer
Relationship Management, CRM, Customer interaction Management, CIM,
Relationship Marketing, but no matter how you describe it - customer
service sells. Offline and online, customers are looking for hassle-free,
convenient, pleasant shopping.
"Gone are
the days when the customer overlooked poor service because the price
was discounted. Finding ways to exceed the customers' expectations
is the key" (Terry Wooten, "Providing Good Customer Service").
The discovery process involved in finding ways to exceed customer
expectations is inextricably linked to both marketing and customer
service.
The business
function of Marketing
can be defined as identifying, producing and promoting goods and
services for unmet "customer needs". Customer Service
is defined as the ability of an organization constantly and consistently
to provide customers what they want and need. But we prefer to focus
on the definition of Excellent Customer
Service, which is the "ability of an organization
to constantly and consistently to exceed customers' expectations."
Since satisfied customers are the most important assets any business,
effective MarComm Plans must strategically include tactics to preserve
and enhance customer service and relationships. This allows enterprises
to better
- understand
their customers needs, values, fears and goals
- learn to
see through customer eyes
- serve their
customers with creativity, compassion and competence
Excellent customer
service focuses on the ultimate marketing goal: creating loyal customers
for life… who, in turn, will create even more loyal lifelong customers.
Relationship
marketing is all about building these types of customer bonds. Rather
than emphasizing products or services, the focus is on people. What
can you do to help your customers succeed? What can you do to make
people want to do business with you - over and over again?
Relationship
marketing is a communication process.
It's about creating dialogs with prospects and customers - discovering
what they want, what they need, and how you can best be of service.
A relationship
marketing program credibly demonstrates that you:
- understand
your customer's challenges
- sincerely
have their best interests at heart
- are capable
of delivering real solutions
In relationship
marketing you communicate with key decision-makers on a regular
basis, share insights, develop trust, and seek opportunities for
mutual benefit. You position yourself as a partner who solves problems.
Relationships
are essential to nearly all businesses. Strong ones make us more
successful, and make our jobs easier. Here are a few of the most
compelling reasons to build relationships:
- People won't
tell you the truth unless they know they can trust you, and until
you know the truth, you can't solve their problems.
- Having strong
relationships gives you the opportunity to be less than perfect.
Everyone makes mistakes; relationships let you recover.
- The bottom
line: People do business with people.
In competitive
markets, opportunities for true differentiation are rare. Everything
you do can, and will, be copied by your competitors (and if you're
smart, you'll copy the things they do well!).
Over time, many
competitors begin to look and sound the same. And the buyers of
your services begin to see your entire industry as a commodity.
Traditional sales messages become lost in the clutter. Attempts
to add value fail to differentiate - they just increase cost.
Relationship
marketing works because it gets back to
basics. It focuses on people, and delivering results
that matter. It works because it treats customers like human beings-not
markets to be conquered.
Relationship
marketing is emotional-building feelings of trust, goodwill, and
respect. And 70% of purchase decisions are made emotionally.
In an undifferentiated
world, the simple, personal approach that is relationship marketing
is extremely powerful, and extremely effective.
Customer service
can be effectively leveraged in relationship marketing strategies
by:
- providing
customer service that distinguishes your business from your competitors.
The best product in the world is just going to stay on the shelves
and get dusty if you don't support it with customer service that
makes your product "better" than the identical product
offered by the competition. Here are five ways to distinguish
your customer service:
-
Personalize
Service - show concern about what matters to your
customer (greet customers by name, know their preferences,
remember their prior purchases).
-
Provide
Creative & Flexible Service - one size shoe
does not fit all feet. Recognize customers' individual needs
and provide them with appropriate options and alternatives
that respond to those needs.
- Practice
"The Customer is Always Right" - if a customer
comes to you about a complaint, be very serious about how
you handle it. Is the customer upset and angry? First, calm
him with words and action and show that you are serious about
doing something to correct the problem. Even if it is obvious
that he's wrong, sometimes it's better for repeat business
to take the loss and compensate the customer.
Then, when your customer
is satisfied that his complaint has been properly addressed,
thank him for bringing the problem to your attention. Remember,
no amount of advertising can repair the damage done by failing
to properly address a customer's concern. Even more damaging
to a small business is the "silent complainer."
That's the customer who simply stops purchasing your product
or service without saying a word, and you never hear from
him again. These silent complainers have friends. And their
friends have friends.
-
Be
Honest - If your customer even suspects that you
are trying to pull something over on him, you can kiss that
customer goodbye - permanently! Disclose known problems
with products to customers and pass discounts on to customers.
If your customer asks you for advice on a product, don't
try to sell him the item that best enhances your bottom
line. Sell him the item that's best for your customer. In
the long run, your bottom line will thank you for having
made this choice.
-
Educate
Employees - employees must be educated to value
the customer as a form of job security… in the same manner
that they value their paycheck. Customer=Paycheck. Maintaining
customers maintains the need for the employees. Losing customers
reduces the need for employees, while inversely; gaining
customers increases the need for employees and their value
to the company (pay raises, bonuses). They must understand
"If you aren't taking care of our customers, the competition
will."
-
soliciting
and using testimonials from your satisfied customers.
Authentic testimonials from actual satisfied customers can be
very powerful sales tools. But most customers, no matter how
satisfied, won't think to volunteer their endorsement. So ask
them - and then use their testimonials to encourage others to
try your products or services.
-
delivering
on your customer service promises.
For your business, it might be arriving when you said you would,
or dealing with a complaint expeditiously. Customer service
that fails he follow through is no customer service at all.
Successful enterprises
develop and implement effective customer service relationship strategies
to support marketing. They know that whatever you call it... it
boils down to a business basic - keeping customers happy.
