Are Your Customers Just Fresh Meat?
There’s a lot of talk in the Internet Business circles about the “4 Hour Work Week“, and the processes that seem to make this a reality. In fact, the book is great, and is an exellent example of how mindset can become reality. Go check it out, if you haven’t already.
One thing which strikes me about it, is that it purposely goes out of it’s way to comment on customer support, and its importance in the overall picture. There are some purported experts out there who seem to think that they are too important to even deal with customer service issues. For all appearances their version of customer support is to call their customers names, insist on “training” them, and call them liars and frauds if they request a refund for lack of product fulfillment. Communication is impossible due to lack of help desk software, and email is unreliable at best, and it’s unclear where problems occur when there is no communication.
Yes, it can take time.
Yes, it can take money.
But when you do it right, it can and will, pay off in referrals, traffic, good will, and follow-up purchases. When you do it wrong, you cut your own throat.
In the book, support staff and call centers are allowed to do whatever it takes to make the customer happy, within a dollar figure ($100 or so if I recall). Not only does this end up saving money, but it creates a happy customer, who will go out of their way to refer business, and likely purchase again, even though they had an “issue” with the company. Compare this to those that have a poor experience, and no satisfaction during the transaction. Do you think they’ll tell their friends about that as well? Do you think they’ll buy again?
It’s relatively common knowledge that it’s harder to gain a new customer, than it is to keep an existing one. If your customer service sucks, you are going to always need a large influx of fresh meat…uhhh..prospects… to sell to. It doesn’t take a rocket scientist to see that this is a lousy way to do things.
Here’s another angle…
Some of the big name *players* get links to their blog, and business items simply because there’s a good chance of a mention in their blog. Hey, free traffic! But, rarely do these links carry the same impact as a post about how great a product is, and how awesome the support of that product is. The links are relatively empty.
These reciprocal links from the guru are a joke much of the time.. Hmmm… “check this out”. Great headline and referral–not. Sure, the back link will help traffic, and the groupies will follow it and gaze at the wonder they’ve been handed. Case closed, another sale. But maybe just one, if they don’t back their product up with solid support. And what if the product is a waste of $50 (24 hour special, of course-gotta pay for that trip)? If you return it for money back, do you end up on their fraud list? Or do they smile, and do something to maintain the relationship?
I guarantee, if you provide a quick refund, and maybe a useful product or service as a “make up” gift, the pissed off customer will likely turn into a happy prospect, and purchase in the future. He’ll also tell his friend and associates. If you don’t, you can write off that customer for good. But hey… You can always drum up another new customer, can’t you? They’re a dime a dozen, right?
Wouldn’t you rather do it right at first? If you care about your customer, AND your business, you will. Let people talk about you because you’ve done a good job at providing quality information AND service, not for the opposite. It will make your life much easier while building your business.
If you want examples of excellent customer support, and products, look no further than Fred Black, Robert Phillips and Terry Dean. All are on my blog-roll, and are non-affiliate links.
If you want some more examples, just contact me.
As for the opposite, why should they get any mention whatsoever?!
Finally, someone who gets it. Customer retention is huge and can help spread your business even further. If you can keep your current customers happy, chances are you’re going to get more.
Good customer service should be the cornerstone of any successful organization. If you keep your clients happy they should keep coming back, anger them and your looking at lost business.
The topic you discuss here I see is as important to you as it is to many of us. I am glad you took the time to address the different aspects of it. I wish you continuous success and I will be adding your blog to my Google reader.
Hi Tim, love the idea of $ allowance to keep a customer smiling. Might have to make the limit a bit less than 100 for me tho.
Great advice as usual.
Thanks
The idea of empowering those that are closest to the customer with some discretion ( even if it’s $100 ) is great.
Aside from the cost savings you mention, this sort of thing makes a service person’s job easier. An empowered person is a happier person.
And, if your employees are happy, they are much more likely to show that to customers. Ever fly an airline during a labor strike ? Youch.
This is very nice and useful posting. It made me think a lot, thank you.
Hi Tim,
Thanks for your wonderful post!!
It’s very informative and helpful to a newbie…
Tim,
Thanks for mentioning me. I do appreciate it. I think customer service is very important if you have long-term view for your business and want repeat business from customers…especially considering how quickly word travels. Word of mouth is very powerful…but it can work both ways so I do whatever I can to try to make sure the word is good.