Forget the Fockers…Meet Your Customers!

How much do you know about your customers? Do you know what makes them happy? Mad? Restless? Let's face it…you should! Businesses often operate in ignorance of what their customers like or dislike, ignore and abhor. To ensure retention, pay attention!n nThe Basics: What Customers Loven- When you know them, remember them by name and remember their preferences.n- To be treated with respectn- To feel specialn- To know you're accountable when problems arisen- The ability to reach a live voice or person when problems arisen- To receive lagniappe — a little something extra, for their money's worthn nThe Basics: What Customers Haten- The runaround — and having to repeat one's predicament repeatedlyn- Labyrinthine voice mail systemsn- Ignorant salespeoplen- Apathetic employeesn- Being put on holdn- Being left on holdn- Being disconnected after holdingn- Poor routing of their phone call to the incorrect personn- Repeatedly hearing how important their patronage is while on hold indefinitelyn- Canned e-mail responses that are unresponsive or miss the particulars of the problemn- Sales reps with surly or superior attitudes who are condescendingn- Lack of empathyn- Taking customers for grantedn- Being nickel and dimed!n- Adhering to the letter of the law as opposed to the spirit of the lawn nHow We Can Win Points With Customersn- Exceed their expectations!n- Anticipate client needs even before they don- Proactively head off problems before they occurn- Advocate for your customers with managementn- Provide full service — offering one-stop shopping for myriad client needsn- Make doing business with you fun and easyn- Don't make charge-backs, returns and problems problematic to addressn- Grow with your customersn- Treat them like royalty and employ a touch of class in your interactionsn nYour Next Stepsn- Audit your sales and customer service process; look for ways to streamline both for your customers' convenience.n- Make sure your sales reps know your product lines inside and out.n- Poll your customers to uncover new ways to better serve them.n- Create a marketing plan for keeping in front of your customers: e-zines, ads, invites, demos, sales and courtesy calls, focus groups and other mechanisms.n- Review your returns; look for patterns and trends. Fix systemic flaws in your systems.n- Seek to reward devoted, long-term customers for their loyalty.n- To the extent possible, meet and better acquaint yourself with your customers so they're more than a customer number or account name.n nDon't treat customers like dreaded in-laws. Treat them like beloved family! nWith these words I thee wed.n