TIP #1

It May Not Be Enough

Customers say they’re satisfied but aren’t coming back. Why? Because customer service has to be a fluid, ongoing process.

MAKE THE CONNECTION:

Between 60% and 80% of customers who describe themselves as satisfied with a company don’t go back. That’s why you must build experiences that create not merely satisfied but also loyal customers—those who not only return to you but also sing your praises and act as advocates.

TIP #2

Be Amazing at the Core

Any company can be better than average once in a while. Amazing companies are consistent, predictable, and better all the time.

MAKE THE CONNECTION:

How do you change what actually happens to the customer? By first changing what happens to the people who work in the store.

This is one of the great central principles embraced by enterprises that consistently deliver amazing service. They know that amazement starts at home: in other words, by making sure employees actually experience what they’re asked to deliver.

If the front line doesn’t experience the same value promise that is to be delivered to the customer, the entire company will suffer.

TIP #3

ROI + You

Here’s how to grow your ROI. Not Return On Investment, but rather Relationships, Outcomes, and Improvements.

MAKE THE CONNECTION:

First, when it comes to amazing customers, everyone, regardless of title or responsibility, can be a leader. That includes you, whatever your job title.

Second, replace the term “transaction” with “interaction.” A transaction is something that starts and ends. An interaction is part of an ongoing relationship. That’s a start to making sure customers come to you instead of going online.

Third, create a memorable after-experience and communities of loyal customers and employees—known as evangelists. Make this a real-world community from which you draw ideas for improvement and innovation.

TIP #4

Adapt or Die

Once someone experiences any aspect of your business—including on the Internet—they will base decisions on the totality of that experience.

MAKE THE CONNECTION:

That’s one reason it’s important to be “social” with customer service. Start by having accounts on social channels—whatever ones your customers are on.

Next, monitor to catch all mentions. Then respond quickly—in no more than an hour—to all mentions, not just complaints. Be real and make responses personal.