There’s a lot of talk these days about customer satisfaction. It has really moved to the forefront of the business world.
Then and Now
Years ago, the customer service department in a large corporation was probably called “complaints and returns.” Later, in an effort to put a positive spin on it, companies changed the name to Customer Service, but nothing else changed. Customer Service was still just a department — perhaps one desk (complete with a desk-warming employee who was running out the clock until retirement) — and they still just took care of returns.
Now, companies realize that customer service is no longer a department, but a goal, and every single person in the business plays a vital role in pursuing that goal.
What the big guys do
Different techniques are used to ensure a positive customer service
The first thing you need to know about is this: Customer satisfaction is not a tug-of-war between dissatisfied and satisfied. There are actually 3 zones in the customer satisfaction continuum. On the one side is “Dissatisfaction.” In the middle is “Satisfaction.” On the other side is “Expectations Exceeded.”
Many companies — both small and large — pursue the middle road. They continually ask, “Are our customers satisfied?” What they fail to realize is that customers who are satisfied are simply feeling an absence of dissatisfaction. Those customers got what they expected: a product exchanged for money… and nothing else.
If you want to build customer loyalty, if you want to build an army of evangelists who are passionate about telling others about your company, then you need to move customers beyond the “Satisfied” middle road and surprise them, exceed their expectations.
So how does a small business do that? Here are 4 steps to help you make sure that your customers are not Dissatisfied, nor merely Satisfied, but that their expectations are exceeded.
First, you need to see what the competition is doing. Visit each of your competitor’s web sites and see what they offer customers and how they offer it. Although it may pain you to do it (so only do it once), buy from your competition. This will help you uncover potential problem areas that you can use to set yourself apart.
Second, an understanding of your niche is very important.
- What do they want?
- What do they need?
- What do they do when they’re not using your product?
- What other products or services do they use?
Third, clearly identify on your web site how you are better than the competition. Give your customers reason to buy from you.
Fourth, knowing what your customers want and what they can expect from your competition, surprise them! Give them more than they expect. Give them bonuses and bonus bonuses! Partner with other companies who sell to the same niche. If you’re an Internet-based company, call them up and ask them how they enjoyed the product they purchased. E-mail them, thanking them for purchasing from you… and don’t sell something else to them!
The world of customer service is an exciting opportunity for small businesses. So stop satisfying customers. Surprise them!
