At Your Service:
The Ten Commandments of Great Customer
Service!
by Susan Friedmann, CSP
The Tradeshow Coach
Customer service is an integral part of our job and should not be seen
as an extension of it. A company’s most vital asset is its customers.
Without them, we would not and could not exist in business. When you
satisfy our customers, they not only help us grow by continuing to do
business with you, but recommend you to friends and associates.
The practice of customer service should be as present on the show floor
as it is in any other sales environment.
The Ten Commandments of Customer Service
1. Know who is boss
You are in business to service customer needs,
and you can only do that if you know what it is your customers want.
When you truly listen to your customers, they let you know what they
want and how you can provide good service. Never forget that the customer
pays our salary and makes your job possible.
2. Be a good listener
Take the time to identify customer needs by asking
questions and concentrating on what the customer is really saying.
Listen to their words, tone of voice, body language, and most importantly,
how
they feel. Beware of making assumptions - thinking you intuitively
know what the customer wants. Do you know what three things are most
important
to your customer?
Effective listening and undivided attention are particularly important
on the show floor where there is a great danger of preoccupation - looking
around to see to whom else we could be selling to.
3. Identify and anticipate needs
Customers don't buy products or services.
They buy good feelings and solutions to problems. Most customer needs
are emotional rather than logical. The more you know your customers,
the better you become at anticipating their needs. Communicate regularly
so that you are aware of problems or upcoming needs.
4. Make customers feel important and appreciated
Treat them as individuals.
Always use their name and find ways to compliment them, but be sincere.
People value sincerity. It creates good feeling and trust. Think about
ways to generate good feelings about doing business with you. Customers
are very sensitive and know whether or not you really care about them.
Thank them every time you get a chance.
On the show floor be sure that your body language conveys sincerity.
Your words and actions should be congruent.
5. Help customers understand your systems
Your organization may have
the world's best systems for getting things done, but if customers
don't understand them, they can get confused, impatient and angry. Take
time
to explain how your systems work and how they simplify transactions.
Be careful that your systems don't reduce the human element of your
organization.
6. Appreciate the power of "Yes"
Always look for ways to
help your customers. When they have a request (as long as it is reasonable)
tell them that you can do it. Figure out how afterwards. Look for ways
to make doing business with you easy. Always do what you say you are
going to do.
7. Know how to apologize
When something goes wrong, apologize. It's
easy and customers like it. The customer may not always be right, but
the customer must always win. Deal with problems immediately and let
customers know what you have done. Make it simple for customers to
complain. Value their complaints. As much as we dislike it, it gives
us an opportunity
to improve. Even if customers are having a bad day, go out of your
way to make them feel comfortable.
8. Give more than expected
Since the future of all companies lies in
keeping customers happy, think of ways to elevate yourself above the
competition. Consider the following:
- What can you give customers that they cannot get elsewhere?
- What can
you do to follow-up and thank people even when they don't buy?
- What
can you give customers that is totally unexpected?
9. Get regular feedback
Encourage and welcome suggestions about how
you could improve. There are several ways in which you can find out
what customers think and feel about your services.
- Listen carefully
to what they say.
- Check back regularly to see how things
are going.
- Provide a method that
invites constructive criticism, comments and suggestions.
10. Treat employees well
Employees are your internal customers and
need a regular dose of appreciation. Thank them and find ways to let
them know how important they are. Treat your employees with respect
and chances are they will have a higher regard for customers. Appreciation
stems from the top. Treating customers and employees well is equally
important. About the Author
Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid,
NY, author: “Meeting & Event Planning for Dummies.” http://www.thetradeshowcoach.com
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