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Customer Loyalty
The Customer Rules Listen-Up and Take Action
By Christine Corelli The "Sales-Service Excellence" Expert
There's no doubt about it, the customer rules in the new
economyan all too familiar mantra these days. Your customer is the "King"
or "Queen" who tells you what they want, how they want it, what they are
willing to pay for it, and most important, how they want to be serviced.
They are the ones who determine whether your company will win or loseand
rest assured, if you don't give them what they want, your competitor will.
Your company will win-over today's demanding customers if
you recognize that they are a valuable source of input for improving equipment
and services, as well as a source for new ideas. So LISTEN TO THEM. Whether
they are politely offering a suggestion or complaining, consider yourself
lucky because they're telling you what you need to do to keep them giving
you their business.
Let's use the airlines as an example. Have you ever wondered
why the airlines-(Why is the airline industry, with all its troubles,
still an easy target?)don't make some attempt to serve real food served
on the plane? Sure, your ticket had "Snack" printed on it, but you held
on to the blind hope that you would receive something more substantial
than a pathetic sandwich, those stale pretzels or salty peanuts that just
make you thirsty. Worse yet, your flight is early in the morning, and
now your breakfast consists of coffee and peanuts on an empty stomach.
You turn to vent to the poor flight attendant who doesn't know how long
she'll have her job, and who you know doesn't make the rules and say,
"I paid $600 for this ticket. WHY DON'T YOU serve something more?" The
flight attendant gives you a feeble answer about cost-cuts, and hands
you another packet of peanuts.
Of course, you know that your ticket price includes more than the cost of your "snack." Since the captain has yet to inform the passengers that they can begin using their electronic devices, you can't help doing the math in your head: 15 peanuts at $600 a ticket comes to $40 a peanut.
Here's something else that might irk you about the airlines:
WHY DON'T they hire competent baggage handlers? Why do they send your
bags to Alaska when you are going to Texas? And, when passengers check
their baggage with them, the law states they must ask, "Has anyone unknown
to you asked you to carry any item for them in your suitcase? (How would
you KNOW about it if they were unknown to you?) Have your bags been in
your possession since you packed them?" Think about it, if you have checked
your bags at your hotel with the bell person and they put something in
it, how would you know? And certainly you wouldn't tell that to the agent
because they might call security.
Here are a few more examples: WHY DON'T YOU include batteries
in the packages of kid's toys and electronics? WHY DON'T YOU make more
lemon pies on Saturdays when you always seem to run out before 3:00 p.m.
every week? WHY DON'T YOU have a phone system that offers callers an option
to press "O" for the operator when someone calls your direct line? WHY
DON'T YOU give INSTANT rebates at the cash register, instead of troubling
busy people to fill out forms, attach receipts, place them into envelopes
and mail them before being able to get their rebate? WHY DON'T YOU send
a statement that's simple to understand? I never know what I'm being charged?
Why don't you make sure the people at the front desk know how to direct people to your hotel? WHY DON'T YOU make sure your "zip" check-in is truly "zippy?"
I admit, many companies are making an effort to deliver better service, including the airlines. Too bad the airlines didn't do better when business was thriving and they weren't all about to file bankruptcy.
Just remember: Anytime you or someone in your company hears a customer say, "WHY DON'T YOU," learn to recognize it as a strong signal that you need to LISTEN to the customer, then respond to a service problem or additional service a customer is seeking and take action.
You cannot afford to tune out the customer's voice. You need to be proactive and feel a sense of urgency to correct any service problems that may exist. Remember who rules in today's tough economy. Listening to your customer and taking action will keep you in the game and ensure a better future.
© 2003 Christine Corelli
Christine is best known as The
"Sales-Service Excellence" Expert, and the author of the popular
books,
Wake Up and Smell the
Competition and The ART of Influencing
Customers to BUY From YOU.
As a keynote speaker, conference speaker, and sales trainer she
is superlative in her field. Her
impressive client list includes Fortune 100 corporations, prominent
national associations and
literally hundreds of mid-sized and small businesses.
To learn more about Christine's books, keynotes, seminars or consulting,
please contact:
Gene Leigh, Director of Marketing: gene@christinespeaks.com
or call us toll-free:
(800) 417-9968 or (847) 581-9968 |
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