Customer Perspective (is all that matters!) Part III

This is a continuation of the titled article which was published on 10/26 (Part II) and 10/19 (Part I). In Part I we referenced a survey that found 43% of customers experienced a serious problem with a product or a service! We delved into “Service based businesses” and the perception of added value and what it is worth or self service businesses and how they are perceived. In part II we discussed four “checkpoints” for business owners to analyze or add to their business if they feel they are or should augment if they want to be perceived as a “full service” business! Part III will elaborate on additional programs that will enhance the customer percetion of a full service business!

Empower customers to help with your service
This customer service practice is probably the most difficult to incorporate into your customer service repertoire and must be done after much customer input and carefully “tested” implementation. This aspect of service incorporates those actions that the customers are capable of practicing themselves and will possibly expedite the entire experience and make it more efficient in the end. Internet, user friendly catalogues and order taking is an example. It becomes a “value added” for those shoppers that do want to visit the “storefront.” Self-checkout at super markets and drug stores is another example. This can speed up the check out and eliminate those dreaded “long check out lines.” If all items are not properly bar coded and the payment portion of the transaction is not simple, however, this self-help service can become a liability.

Another example is conveniently located “item locator” or “price look-up” screens to assist the consumer in making purchasing decisions. Many “warehouse” type stores have boxes on hand whereby the customer boxes up their purchases on their own. This is accepted in that genre’ of stores and helps speed up the check out process and keeps the cost of goods down to acceptable “large quantity” purchase prices. People will accept “self-help” services if they are user friendly, adding value, empowering the customer by making their experience with the business a more satisfying experience.

Despite employing all the service practices, service will falter occasionally and customers will get upset and complain!
However when things fail, quick recovery to rectify the problem is essential and can pay off in repeat business and positive word of mouth. It is up to the business leaders to recognize complaints as a positive thing! Customers that complain are not enemies, but they are your friends! They have stepped forward to help management identify obscure problems that otherwise would go unresolved and drive business away!

Take Responsibility
First and foremost, fix the problem promptly and satisfactorily from the customer’s perspective! Remember most customers need an explanation, assurance it won’t happen again, an apology or, in some cases, a chance to vent.

Act with a sense of urgency
The more difficult it is to achieve the satisfaction, the more likely it is for the customer to become enraged or just give up, go away and tell 15 to 20 other potential customers about their encounter! (Research proves a dissatisfied customer will tell 15 to 20 other friends and family about their encounter!) Complex, automated, unwieldy customer service systems seem designed to prevent customers from getting to a “live” qualified company representative that can make decisions! Research shows that upset customers end up having to make four contacts before the issue is resolved! Customers want to talk to a “real person” not an answering machine and the more difficult it is to get through the layers, the more enraged they become!

In closing, every business says it really cares about its customers and gives good customer service. The superior service providers in all businesses give more than lip service. They invest in building a customer service centered strategy and focus on customer satisfaction and services that they can measure and constantly monitor those measurements. I.e. “You can’t manage it unless you measure it!” A truly vertical business’s concentration and execution of a service strategy will have a profound affect on revenue and of course, income! This can only be achieved when a company and all its people focus on the customer’s experiences from the customer’s perspective and in the end, customer perspective is all that matters!


Randy Snyder is a regular writer for Salesheads. He has over 35 years experience in specialty retailing with four national chains and has consulted nationally and internationally over the last 15 years! He can be reached at rsnyder921@att.net or (p) 828 625 4932.