Do you ever wonder what happened to the once popular notion of satisfied customers? It wasnt that long ago when companies took pride in satisfying the needs of their customers, and even put that goal above everything else. Now, however, I get the definite impression that such a lofty goal is the exception, not the rule. Take that ubiquitous credit card commercial as an example the one where the CSR says NO to everything. The fact that this ad is making the point that there is at least one company left in the world that wants to satisfy customers provides a little hint as to how widespread the problem has become.
Thats why I am always excited when I encounter a company that still includes the WOW factor. Not too long ago, I was shopping for a new computer. I was just going to order one from this companys online store, but there was a snag in the process, so I called customer service to complete the order. The CSR carefully reviewed the online transaction I was trying to complete, and identified the problem. However, instead of clicking a button and saying Have a nice day! he asked me several more questions about why I had chosen that particular model and configuration, and then he made a few suggestions. By the end of the conversation, he had adjusted my original order which I would have been perfectly happy with so that it now included a couple of added features, and sold it to me for LESS money than I would have paid in the original deal! When I got off the phone, all I could say was, WOW! because I got a better deal than I expected, and WOW because the CSR went out of his way to give it to me.
Do you want to create loyal, satisfied, enthusiastic customers who will not only buy from you over and over again, but will refer their friends to you as well? All you have to do is give everyone a reason to say WOW at the end of their transaction or conversation with you. Here are a couple of hints that will help you crank up the WOW factor.
As I said earlier, businesses used to specialize in giving this kind of service because they recognized the value of having genuinely satisfied customers. Unless you are secretly in the business of creating dissatisfied customers (not a great long-term strategy in my book) why not ramp up the WOW factor? I have never heard anyone complain that they had too many satisfied customers.
Keep customers on your side by avoiding
the Customer Service Sins.