Costomer Relations - Get Them Wrong And Kiss Profits Goodbye!
Customer Relationships Get them Wrong and Kiss Profits Goodbye!
No matter what you are buying, be it a cup of coffee, a washing machine, a home or a car, the decision of purchasing is based on emotions. Emotions are a crucial factor in customer retention and loyalty. There is a saying that the happiness of a great deal is quickly forgotten with the bitterness of poor service. Notice the emotions of happiness and bitterness? The opposite is equally true the bitterness of a poor deal is quickly forgotten with the joy of great service How many time have you experienced either situation? Got a great deal but were treated poorly or paid way too much for something but couldnt care because it delivered such a good experience? We know we have time and time again. A recent meal at a restaurant cost just under $200 just for the 2 of us. Compare that to the local caf where we can be generously fed for under $20 and you may be asking what the heck were we eating?? As silly as it may sound, the meals themselves had much the same ingredients as our local caf but, quite clearly, the presentation, service, surroundings, and overall experience far exceeded the norm, and worth every penny! To add even more to the comparable experiences, the meals themselves were tiny portions on huge plates, exactly the opposite of the other!
Customer satisfaction is the key ingredient in customer experience and good businesses will make experience and satisfaction right at the top of their list in day to day operations. Customers should feel good in doing business with you as the business operator. You may want to write this down - All buying decisions are based on emotion. This is the same for the majority of decisions we make every day! In fact you can go so far as to say it is the basis for every decision we make. Even if you choose to do nothing then it may very well be an emotion of indifference that has motivated that choice.
While we may do our best to be purchasing rationality through, reflection, comparison and examination, the ultimate decisions to buy will be from an emotional motivation. Ones gut feeling, intuition, sense and interaction plays a significant role in buying. But more importantly it the thoughts that we have that produce the emotions we feel. Thats why all good marketing is aimed to sell the benefits not the features. You can list all the things that a product or service may have in it but if none of those trigger the correct emotional response, then that marketing message is wasted. How many advertisements have you seen with the name of the firm at the top, a list of bullets points what they do or sell, and some contact details at the bottom, quite often in a rectangular box or brochure. Rightly so these are referred t o as Tombstone Ads, not only because they have the shape of a tombstone but they are death to that marketing campaign. How many business cards have you seen laid out like this? But we digress
In every single encounter what the customer feels or doesnt feel is directly related with the service providers ability in handling the customers experience and expectations.
Customer experience doesnt end in keeping a smiley happy face, making chairs available in a waiting room or having a soft tone while talking with an irate customer. There is so much more and those that get it right stand a better chance of getting their business right.
The interactions a customer has with you, your staff or your business in general needs to make the customer feel the most important person at that time throughout the process. Addressing an agitated customer who demands I want it now and cant wait and the corresponding emotions can be a challenge and needs careful focus and understanding to be successful. Reaching their emotional goal is best achieved through a complete approach in customer service by a business which should exceed beyond product quality and protocols.
Before your business can decide the best way to achieve customer satisfaction, you must decide what exact reaction you want to create every time an encounter occurs. It can be said that a customer satisfaction survey and targeted market research can provide the data to make that decision, but whilst this would be a good starting point, the keys will be the emotional response you are looking to trigger and what behavior must occur to make it happen. Market research alone will give you clues but good businesses will dig deeper.
Finding the issues your clients and potential clients are facing is one thing, but finding the emotions underlying those issues, then delivering solutions designed to meet them will be far more effective in customer satisfaction.
Drivers of customer satisfaction and loyalty must be looked at by small business owners. A good insight into the subject will show you that there are an extensive range of factors leading to the sense of satisfaction and loyalty. Expectations, needs, a sense of understanding and their overall sense of comfort with your business would be some of them.
The basic requirement for customer satisfaction then shifts from product and/or service quality or just value-for-money, to creating an emotional, personal and psychological connection with the customer which makes them feel that they were looked after well and treated like a human, not a number.
To respond to the emotional approach of the customer, good businesses must have a consistent, focused, value driven and completely intentional outlook towards customers and their satisfaction. This is the best way of dealing with unreasonable, shrewd, and disinterested emotional drivers that authenticate the buying decision.
by: Lee Wilson
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