The goal for a lot of companies when it comes to a customer service course is a satisfied customer. Sounds pretty good right... Wrong!
BOOM! - That's the sound of me dropping a book on the table, and that is exactly what I do in a meeting that I have with each and every new customer service team member shortly after they start my customer service course. I point out to them that I slammed that customer service book on the table to get their attention and if nothing else they need to take this idea from the meeting.
The idea is, "Customer Satisfaction is Worthless, Customer Loyalty is Priceless," and that's the title of the book I slam on the table, Customer Satisfaction is Worthless, Customer Loyalty is Priceless, by Jeffery Gitomer. This is one of my top 3 favorite customer service business books and everyone at American Retail is required to read it.
Let's go back to this idea of a satisfied customer. Satisfied customers are just that, satisfied. If someone else has a little better price, or maybe someone opens a store that's a little more convenient, they're gone.
I don't know how many of you are old enough to remember, but what was Sear's slogan for decades? I'll give you a couple seconds... Their slogan was "Satisfaction Guaranteed or Your Money Back". Where did that get them? Heck, they had to merge with K-Mart just to survive!
I've spent hundred's and hundreds of hours studying customer service. Reading everything I can get my hands on, and I'll tell you if a satisfied customer is your goal, even if you and your customer service staff do everything perfectly you're only going to get to satisfied customers at the most. Because that's your goal. And satisfied just isn't good enough. And frankly, if your goal is a satisfied customer, you're probably going to fall a bit short. So then where are you at?
So customer satisfaction is not good enough. Your customer service expectations need to be exceptional... they need to create not satisfied customers, but loyal customers.
What happens when a satisfied customer finds a lower price, even if it's just slightly lower? They go away.
What happens to the satisfied customer when a competitor moves in that's a bit more convenient? They go away.
What happens to the satisfied customer when you mess up? They likely say nothing and just go away.
What happens when the subject of the products or services that you offer comes up in conversation with a satisfied customer? They liked don't say anything about you or your store.
But what happens to the Loyal Customer when they find a slightly lower price? They're likely to stay with you or at least let you know.
What happens with the Loyal Customer when a competitor moves in that's a bit more convenient? They're likely to stay put.
What happens when you mess up on a Loyal Customer? They're going to tell you and let you make it right.
What happens when the subject of the products or services you offer comes up with a Loyal Customer? They're likely to rave about you and you're likely to get another new customer.
So, be sure that everyone in your business understands your customer service expectations are to give customer service that is worthy of Loyal Customers.
