So often businesses forget that Customer Service is a key opportunity to establish a point of differentiation between themselves and their competitors. Just by taking the extra step or putting in a little extra effort, you can make a world of difference to a customers experience and secure repeat business. After all, as a business we are after repeat business.
I have just moved interstate recently and everything is still very new. When you have lived somewhere for a period of time you have your favourites; Cafe, Chinese restaurant, plumber, mechanic, the list goes on. When you move, most often you have to start again. Every shop you visit, every encounter with a service provider; they are all first impressions. Unknowingly for those businesses, they have an opportunity to secure my (your) repeat purchases just by creating a great first impression.
Here is an example; yesterday I experienced a flat tyre and visited my local (big brand) service centre to seek some help with the repairs. The lady behind the counter knew nothing about me and had never seen me before. They took one look at the tyre and said “no we can’t fix that; it is buckled”. When I asked her if there was anyone else around that might be able to help I was horrified with the response; “No, I can’t suggest anything”. Given my negative first impression, there will be no return visit.
A little later in the day I visited the local Ford dealership to enquire about a new rim. After inspecting the wheel and looking up the details he told me a new one would be $1,100. After seeing my reaction, he suggested I visit a wheel repairer and provided the address and contact details. I have since found out his referral has a reputation as the best in the business and is just around the corner. My wheel is being repaired and the cost will be 1/10 the cost of a new one. This was a great experience and I am likely to provide them with my repeat business and then some.
In business, every customer we interact with (in person, online, phone, etc.) is an opportunity; it is an opportunity to create a positive impression. They have come to you looking for a solution to a question or problem. If you can’t help, look outside your business and offer alternate suggestions. You can guarantee they will leave with a positive perception and become a screaming advocate for your business. There is also a very good chance they will be back to make a purchase in the future.
If you are interested moving your marketing into the fastlane or getting a better marketing return, please contact Sarley Group by email on info@sarley.com.au.
