Many companies treat customer service as a necessary evil, an afterthought, only needed if mistakes and problems arise. This viewpoint is best reflected in the antiquated mindset: ‘No news is good news!’
When it comes to customers, that’s bad news! Here’s why:
If you have a customer who is happy and you do not give them a chance to tell you, you lose one of the strongest opportunities to increase customer loyalty. The need to be internally consistent is a driving force in shaping future behavior. In other words, if customers tell you how and why they are happy, they are very likely to repeat the behavior that caused them such satisfaction – which was doing business with you!
And what if you have a customer who is not happy? Who would you rather they tell all about it – you, or your prospects, competitors and other customers?
Key Learning Point
Theodore Levitt said it best: `One of the surest signs of a bad or declining relationship with a customer is the absence of complaints (or compliments!). Nobody is ever that satisfied, especially over an extended period of time. The customer is either not being candid, or is not being contacted.'
Action Steps
Contact a number of your recent customers right away. Ask them for immediate feedback on your service. If they are happy, your call will make them happier. If they are not completely happy, your call will give you a precious opportunity to make it so.
Copyright Ron Kaufman
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Ron Kaufman is an internationally acclaimed educator and motivator for partnerships and quality customer service. He is author of the bestselling "UP Your Service!" and founder of "UP Your Service College". Visit www.UpYourService.com for more such Customer Service articles, subscribe to his Newsletter, or to buy his bestselling Books, Videos, Audio CDs on Customer Service from his secure Online Store. You can also watch Ron live or listen to him at www.RonKaufman.com.
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