March 31, 2011
Loyal to Livid – Don’t Let This Happen in Your Organization!
I recently had an experience with one of my vendors that sparked the idea for this article. The chain of events when I had a technical problem, proved to be a great example of how not to treat one of your loyal, long time customers. Before we go into the details, let me describe what it means to have a LOYAL customer.
Loyal Customers generally:
Having loyal customers is much better for your bottom line than just having satisfied customers. And, increasing your base of loyal customers, reduces instances when customers become dissatisfied and leave without even telling you why.
I was the ultimate loyal customer and did everything listed above. However, with the following four actions, my vendor turned me from Loyal to Livid and this is what all organizations should NOT do:
Four Easy Steps to Maintain Loyalty
If You Change the Rules – Inform Your Customers
Even it is doesn’t seem significant, communication with your customers is always a good thing. By rules, I mean procedures, policies, processes, anything that affects the customer and what the customer buys from you. It is critical to keep your customers informed, especially if the change affects their time, their money or their perceptions of your service.
When your rules change, promptly inform your customers so they continue to know how to work with you. Don’t wait until they try to do what they used to do and then call them and tell them “You can’t do that anymore.”
Make Sure Your CSRs Know How to Actively LISTEN and Hear Dissatisfaction Cues
When your customer calls and says, “Before I tell you what my issue is, please know I have been a loyal customer for 6 years, I have referred many businesses to your company and have always been extremely satisfied. Right now, I am extremely upset and don’t know if I can use your company for this large order I need to place.” , make sure your CSRs know how critical it is to respond empathetically and apologetically to this customer. If your CSRs first response is “Account number?”, the customers response will most likely not be a pretty one!
Every company’s customers provide subtle and not so subtle dissatisfaction cues or red flags when they are considering leaving and using one of your competitors. Train all of your employees to “hear” these, to respond to them and to notify their manager or the customer loyalty group as soon as possible. When customers provide the cues, they haven’t left yet. It is possible to catch them, keep them and return them to their loyal state.
When You Change a Customer’s Account Managers – Tell the Customer
It is always a good idea for a new Account Manager to call or email the customer to introduce himself/herself and help the Account Manager learn about his/her new customer. This is an effective approach to building rapport, starting a new sales cycle, identifying the level of customer satisfaction, identifying what the customer expects from his/her Account Manager and uncovering additional customer needs.
Keep Saying Yes!
No one likes to hear No and hearing No repeatedly only escalates negative emotions. Make sure your CSRs do not take the defensive and focus on learning how to explore options versus saying no. CSRs have a significant impact on sales and unless they are always thinking “options” or “yes”, your sales can take an unnecessary negative hit.
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