Your Customers Matter...Don't They?

How To Say Good-bye To A Long Time Customer

If you’re a long time reader of the blog, you may remember an article I wrote called, “Spend Your Money Where The Service Is”.  In the article, I share the annual process I use for evaluating companies I do business with. 

For about 3 years now, my dentist of 30 years has rated a 3 on a 5-point satisfaction scale. 
As I reflected on my experience over the past few years I realized it wasn’t just one thing that left me dissatisfied.  Several little things continued to add up with each visit.  Rather than trying to rehash the details, I concluded that the dental practice had simply outgrown my needs and it was time to find and new dentist.

Last week I called Cathie the office manager to get my records.  “Can I ask why?” she asked apprehensively.  I simply explained that it wasn’t just one thing…it was a lot of little things…and the practice had probably just outgrown my needs.  Sounding relieved that I didn’t elaborate she responded with, “Well, we’re not for everyone.”

Yesterday when I went in to pick up the records, I found that the atmosphere, which was once warm and friendly, had suddenly turned cold as ice.  There was no chitchat, no eye contact, and not even a hint of indication that they appreciated my business.  Within a couple of minutes I was out the door with my records and a quick “Happy New Year!”  In the blink of an eye, they lost a 30-year client without even the slightest clue as to what went wrong.

So, how do you say good-bye to a long time customer or client?

Show that you care – Find a way to listen to what’s on your client’s mind. 

• Option 1: Always do telephone based, client exit interviews (better yet, do periodic client perception interviews and you may find yourself doing fewer client exit interviews)
• Option 2: Do online client satisfaction surveys
• Option 3:  If nothing else, send the client a paper survey to fill out and return

Thank them for their business – Do this no matter how the relationship ends. 

• Option 1:  Look the client in the eye and say thank you
• Option 2:  Tell them over the phone
• Option 3:  Send a hand written thank you note

(A thank you note can be added to the first two options as well)

Always leave the door open – After you listen to what’s on your client’s mind and thank them, welcome them back.  People do change their minds you know.  Make sure they know that you’d love to have them back, in case they should reconsider.

Remember, people (including clients and customers) will often forget what you said or did, but they will always remember how you made them feel.  Leave them with a positive impression and it will pay off when they tell other people about the experience.

One Secret Most Businesses Could Learn From Meijer Inc.

In case you don’t live in the Midwest, Meijer is locally owned and operated chain of grocery stores.  Over the years they’ve expanded their product line to match their “One Stop Shopping” slogan.

I’ve written in the past about how they’ve struggled over the last few years to position themselves to better compete with Walmart’s superstores.

One of their latest secret weapons beats Walmart hands down.  In fact, it’s one that most businesses could learn a thing or two from.  And the best part of all, it’s simple, yet amazingly powerful.

It’s called “customer feedback”! 

Like many businesses, Meijer’s website has almost always had a feedback section.  But a couple of months ago someone finally came up with the idea to fine tune it and actively encourage customers to share their opinions.

On the bottom of every sales receipt there’s a (large print) message that goes like this, “Rate Your Shopping Experience and You May Win a $1000 Meijer Gift Card!”  Customers get the option to phone in or use the web-based system. 

Unique user ID’s and passwords are printed right on the sales receipt.  Instead of assigning the user ID and password to identify customers, it appears as though they identify the store, the checkout clerk, time/date of sale, purchases, etc.

The 6 or 7 survey questions are simple, quick, and painless.  At the end they provide a free flow text area (on the web based system) so you can add comments, suggestions, or feedback.  If you’d like to be entered into the gift card drawing you simply fill in the customer contact information at the tail end of the survey.

Why do I think this is so brilliant? Three simple reasons:

1. Because so few businesses care enough to ask
2. Because in essence, they’ve turned their entire customer base into an army of mystery shoppers
3. Because they take it one step further and give customers an incentive to participate

It all seems so simple, yet it’s beyond me why every single business owner doesn’t use the same strategy.  Why wouldn’t you want to know what your customers are thinking?

Who are the other businesses out there that are actively encouraging customer feedback?  Post them here.  Let’s start a collection.

Service Providers - 5 Ways To Increase Your Holiday Tips

Yesterday I received my annual holiday card from my Grand Rapids Press carrier.  It just so happens that yesterday the Grand Rapids Press also featured an article with the headline “Tip of the season…Many Service Workers Cash In On Holiday Spirit”.  Interesting coincidence don’t you think? 

First, let’s see if I can give you a clear picture of the holiday card I received. 

• The unsealed envelope was rubber banded to the daily newspaper.
• The carrier’s name and address was rubber stamped in the upper left corner (return address section).  The rest of the envelope was blank.  For all I know, it could have been meant for my neighbor. 
• The inside of the card had a short “Happy Holiday” message followed by a typed mailing label with the words “Merry Christmas from your Grand Rapids Press carrier John Doe”.  (John Doe isn’t my real carrier’s name).
• The label was slapped on the card not quite sideways and not quit straight.  (The typed mailing label is a new addition this year.  Prior years’ cards ended with another stamp of the return address.)

I might be wrong about this, but I’m guessing this is my carrier’s way of saying, “HINT! Don’t Forget To Tip Me!

What he doesn’t understand is,  it’s this impersonal gesture that turns me off every year.  Taking the easy way out doesn't work in building relationships with your customers.   

So, how can service providers increase holiday tips?

Be Reachable – Give customers a way to reach you in case something out of the ordinary happens and encourage them to contact you.

Ask For Feedback – At least twice each year ask your customers how you’re doing.  Encourage them to tell you what’s on their mind.  Take their suggestions to heart.

Do Periodic Spot Checks – 24hrs after your customers use your service call and ask them about their satisfaction.

Create Your Own Customer Appreciation Day – Every so often find a way to surprise your customers with something special.  It could be a trinket or even a personal note of appreciation.

Go Above And Beyond – When a customer has a special request or need, find a way to make it happen…and make it look easy!

Bonus Tip - If you're going to send cards like my paper carrier, do it right.  Take the time to address the front of the envelope and sign your cards by hand.  Nothing beats a personal touch.

There are literally thousands of ways individual service providers can increase holiday tips. 

SHOW (vs tell) your customers how much you care, give them every reason to reward you for great service, and you’ll never have to think about “hinting” again.

Why Businesses Should Ask For Feedback

Seth Godin’s recent post “This Must Be Hard” hit a nerve with me today.  It’s a brief but important post about asking your customers for feedback.  Don’t overlook the subtle point he makes about “one caring person just asking”.  This is about the relationship between you and your customer.  It’s the personal side of your business.

Actually, it’s been on my mind for quite some time now.  I’d dare say that fewer than 2% of business people make the effort to initiate meaningful conversations with their customers to get feedback on how they’re doing.  The scary part is, by not asking, you don’t know what you’re missing.

What are the benefits of asking?

• It shows that you care
• You know (vs. guess) how your customers feel about your service
• You get the opportunity to recover from things that may have gone wrong
• You know what you’re doing well
• You can pinpoint processes that may be broken
• You get factual information to use
• You’ll get a good idea about what your customers tell other people
• You get the chance to strengthen your connection

What else would you add to the benefits of asking?

Why would you prefer to guess what your customers are thinking when you can know the facts? 

If it’s too hard, as Seth implies, get someone to do it for you.  I’m happy to help.

The Tipping Point – One Very Important Way To Make Your Customers Feel Like Royalty

When was the last time that a business contacted you and asked, “How are we doing?”

Don’t count those who asked you to fill out one of those inflexible online surveys.  And exclude the calls from the market researchers who sound like robots.

I’m talking about the business that went out of their way to really ask and listen to what’s on your mind.  The business that really cares about what matters most to you. 

My answer is NEVER!  I hope your answer is better than mine.

Somehow it just doesn’t make sense to me that businesses will spend huge amounts of money on marketing and advertising to acquire new customers, yet their existing customers rarely hear from them unless they want to sell you something.

What Would You Think If Service Providers Cared Enough To Ask?  I’ll bet you’d feel like royalty!  The next best thing to receiving great service is knowing that a business truly cares about what you want from them. 

Making your customers feel like royalty is as simple as having regular conversations with them about what’s on their mind and what matters most.  Some service providers call them “client perception interviews”; I prefer simply “client conversations”.

Essentially, what you’re doing is establishing a new customer retention strategy.  It becomes a standard, ongoing, business process focused solely on listening to your customers. 

How’s that for setting your business apart from the rest?  I dare you to try it! 

Need help?  Let me know!

Hat tip to Mike Sansone from ConverStations for inviting me to participate in his Carnivale of Customer Service

The Quality Of Your Work Equals Your Reputation

I flicked on my furnace this morning to take the bite out of the air and low and behold, no heat!  So I put a call into a guy that’s been taking care of my plumbing and heating woes for over 20 years. 

Greg Van Strien from Van Strien Plumbing and Heating just repaired my furnace.  Even though his day was already jam packed, he reminded me that the temperature was going down to 39 tonight, so he wanted to take care of me before he quit for the day.  That’s what I call dedicated service!  If you live in the Grand Rapids or Lowell area, Greg comes highly recommended!

As I was pondering this post I was basking in the late afternoon sun brightly shining in my newly cleaned windows.  What a sight for sore eyes.  It’s been cloudy so I didn’t really notice the true quality of the job that Dr. Windows did just last week.  Amazing streaks!  And the attention to details around the window edges…not good.  See my previous post here.

Those thoughts reminded me how much the quality of the work can impact your reputation, especially when you’re a professional service provider.  After all, what do you think I’m going to say when a friend says “Didn’t you just get those windows cleaned?” 

I often think the same thing when the stylist at the salon has a bad day.  Sometimes my hair gets fried with bleach, and sometimes she just gets scissor happy.  People still ask, “Where do you get your hair done?”

Sometimes I wonder if professional service providers take this issue seriously enough.  It doesn’t matter whether you fix furnaces, cut hair, wash windows, or anything else.  The quality of the work that you do for your customer impacts your reputation.  If you do hair or nails for a living, your customers are living, walking advertisements for your work.

Are you proud of your advertising?

Talk to me!

What Would You Think If Your Service Providers Cared Enough To Ask?

Step back for a moment and imagine yourself reading an email from one of your service providers.  It goes something like this…

***********************************

We’ve been doing business together for a while now and it’s time to check in with you to get your feedback.  Your perception of our working relationship really matters to us, so we think it’s important to take a few minutes out periodically to ask for your thoughts on how we’re doing. 

We know that it’s not always easy to give open and honest feedback directly to someone you work with so closely, so we’re partnering with a client relationship expert to talk with you on our behalf.

Here’s how it works.  With your permission, XX will contact you to set up an appointment for a 30-minute telephone conversation.  During the conversation, you’ll be asked for your feedback about different aspects of our working relationship.  We’d like you to be as clear and candid as possible so that we know how to best serve you as we go forward.  We’ll receive a written summary (not a transcription) of your feedback and we’ll also have a follow up debriefing conversation with the person you spoke with.

Could we have your permission to have XX contact you?
******************************************

What would you think if you received an email like this from one of your service providers?  Would you make the time to provide the feedback?

Talk to me!