Customer service is huge. Excelling at it will greatly increase your bottom line and failing at it could be the end of your business. The good news is, we have an easy, inexpensive way to help you excel.
Jay Baer posted a great video entitled, “How to Delight Your Customers in Two Inches”. This video provides great examples of superior customer service applicable to any company, particularly to small businesses. One of the big advantages small businesses have over big box stores is the customer service they provide. Be sure you are providing a wonderful customer experience by considering the following examples and how you can implement them into your store.
Show Your Customers You Care By Making Them Comfortable
Example 1: When Jay was on traveling, he found a business card in a hotel next to the phone that said, “Need Something? Text Us”. The card included a number.
As Jay says,
“It’s super smart because it shows me that they actually care about feedback, that they want to be accountable for my satisfaction with Westin.”
“What’s really smart about this is that what the Westin understands is that people don’t want a telephone. They don’t want to call down to the front desk, they don’t want to talk to the manager because that is uncomfortable; that is a conflict. The Internet has made us all totally passive aggressive so people are much more likely to complain or give feedback via text.”
This shows that the Westin understands its customers and cares. What would show your customers that you care? What is in their comfort zone?
Give Customers a Real Person To Trust
Example 2: In the box with a mattress pad he ordered from eLuxurySupply.com was the business card of their customer service manager, Brett.
As Jay says,
“How simple is that? Just put a business card in the box with a real person’s name on it. So if you have any trouble with your mattress pad…Now I’ve got a contact person. The reason this makes so much sense is that we trust people so much more than we trust logos. I trust Brent, even though I don’t know who this is, I trust a human being named Brent way more than I trust eLuxurySupply.com and so do you. We trust people, not logos. So when you can bridge that gap between the company and the personal, you are really on to something.”
“Find a way to humanize your company and reduce friction in feedback collection.”
How can you implement this in your business?
If you ship items include a business card or note.
On a related thread, have your employees answer the phone using their first name, “Hi this is Amanda at The One Stop Shop; how can I help you?” This immediately gives calling customers a person they can trust to help them with their needs. This personal greeting is much better than hearing, “Hello, you’ve reached the One Stop Shop; how can I help you?”
Another idea, have employees wear tags with their names on them. This makes it easy for customers to interact with your employees as they, first of all, can identify them, and secondly, know who they’re talking to.
It Worked For Me
The above superior customer service examples shared by Jae Baer remind me of an experience I had. Some years back I ordered a mattress from Casper.com. The mattress came compressed in a box in the mail, a new trend these days. With the mattress was a card that had a note from one of the owners of the company. I can’t remember what the note said, but I remember how the note made me feel. It made me feel valued and like I could call the company and ask for the person who signed the note with his first name if I had any questions. I felt like they cared about my user experience.
What was the result of this? After trying the mattress out for a few weeks, I wrote a great review on the Casper website. I have also recommended them to family and friends who have purchased them. Now, don’t get me wrong, that note card would not have caused me to write a review if the mattress had been a flop. But the note and what it represented was a factor in pushing me to take the extra time to write that review for the superior product that I’m still enjoying.
Put It All Together
Jae ends by saying that the best scenario would be a note or business card that combines the two ideas above. Something that encourages feedback in a non-threatening way and includes the name of a real person for contact.
Remember To Be Real
Today a lot of our marketing focus goes towards taking advantage of the world of social media and mobile usage and the age of technology, etc. These are great things. But we shouldn’t forget about the simpler things that show that there is a real person behind the products that cares about his/her customers. Among these are notes that come with mailed products and business cards that encourage customer interaction.
Providing these notes is easy and inexpensive, but effective.