Do you know what is the beastly thing about customers?
Customers are never fair when deciding how satisfied they are with the service of an enterprise.
A customer who made a bad experience three times and a good experience five times with the service in your house will not (in a mathematically correct way) ask himself:
„Well… three times bad and five times good – so I must have a positive opinion on the company – I am sure I should recommend them, shouldn’t I?“.
He will probably remember everything a little differently:
„Basically, they are mostly not too bad – but the other day, when I talked to that pompous, blown-up guy on the hotline – he never even took me seriously… Well, if that is how they now treat their customers, then they will have to look for someone else to do business with in the future!“
What do you think which image said customer will present when talking to his acquaintances, colleagues and friends? What impression will the customer remember? The one that was “very positive, years in the past when we signed a contract with this very nice counsellor (aren’t they always nice when they are discussing contracts?) – or the employee who shows little motivation, little enthusiasm und obviously little competence when, about two years later, he is supposed to deal with a customer’s problem that, unfortunately, is not “his responsibility”?
Do not forget: customers will always judge your enterprise exclusively by the last experience they made with you. And: customers never give you credit.
But how are we supposed to always show our customers a sincere image of our perfect service?
Appreciation, interest and spontaneity – this maxim must be rooted in the heads and hearts of our service persons. Because our employees are those with whom our customers will calibrate their perception of our service.
According to Murphy’s law: „All that can go wrong will go wrong” – or, to say it bluntly and a lot less charmingly: „Shit happens!“
Consequently, we can take it for granted that even the most satisfied of our customers will at some time or other contact our employees with a problem – let us call said time “the moment of truth”. Because that is the time when our customer will form a NEW concept of our service, our reliability, friendliness and capability to actually appreciate our customers. And there is more to come. We are talking the perception and value of the entire enterprise.
As I said before: customers will not give you credit.
So would it not be a good idea to see to it that our customers look upon our business relationship with the satisfaction that says: „To be sure, sometimes things can go wrong – but if something goes wrong at their firm, they will never rest in peace before the mistake is cleared.”
Happy employees – loyal customers
JCL
(Translated by EG)
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