Two More Things Your Customers Really Want

In an earlier article we covered two things your customers really want. In this article we will cover two more key factors in exceeding their expectations satisfying their needs and wants. Let’s take a look at these one at a time.

#1 They want you to be flexible with your policies; they want you to jiggle the system. No one likes to be told "I'm sorry, that's not our policy", or "We can't do that", or any other inferior, short sighted response that leaves the customer with an answer that does not fit their expectations. An answer that does not give them what they need and want is a great way to drive your customers away; so far away that they never come back.

So, if you can be flexible in your interpretation of rules and policies, and go out of your way to please the customer, you will create a desire on their behalf to want to come back and to tell their friends about what a fine store or business you have. Yes, if you can jiggle the system in the customer's favor, it can prove to be a very good investment.

#2 If you make a mistake, fix it promptly and then do something a "little bit extra".
Tom Peters, the famous speaker on customer service excellence, revealed that simply taking care of the customer after you make a mistake is a major key to customer retention.

A recent retail survey showed that on average, one out of every four purchases goes wrong. Either the product does not work or malfunctions, is the wrong size, or something just isn't right.

OK, so now what? Easy. First, genuinely apologize. Then exchange the product or service. If that is not possible, give them a credit or a refund. Whatever you do to remedy the situation, do it promptly and courteously.

Now, if you can do something extra for the customer, you give yourself an opportunity to exceed their expectations. By doing this, you position your business to be the place they come back to the next time they have a need for what you have.

To do something extra does not mean you give away the store. It could be something as simple as making a follow up phone call to see if everything worked out. Or it could be giving them a coupon for 10% off their next purchase. If possible, it could also be just not charging them for the purchase of whatever the item happened to be.

Doing something a little extra is a good example of pro-active marketing to your loyal customers. It can go a long way in spreading the word of your company's ability to exceed your potential customer's expectations.

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By Tom Borg

Tom Borg is president of Tom Borg Consulting, LLC. He is a business consultant, speaker, trainer, coach and author. He works with small and mid-size businesses and organizations and helps them develop their most valuable asset – their people!