FOR YOUR BUSINESS
WHEN WE needed some carpentry work done
on our home, we called three local carpenters.
Only one returned our calls within four days. Not
only did the one person who returned the call get
the work, but, if asked, we will recommend him.
If asked about the other two we will probably say,
“He may do good work, but you can’t reach him.”
In similar cases, people often say back, “I know.
It’s a waste of time to call him.”
On the sterling side of customer service is an
electrician we sometimes use, who moved to
Mexico but still lives in the States four months a
year. Whether he is there or here, he always
returns calls promptly.
How important is customer service? It certainly can make or break a business. We all have
personal stories of wanting to return to a business
or store after a positive experience—or never
wanting to return to one after a negative experience. And it’s important to note that word gets
around: A poor customer experience can get
spread by word of mouth and social media.
In a retail store, customer service means
acknowledging customers within two minutes,
ing your business on the phone is difficult, make
it easy to reach you online. Carry a smartphone
to take calls and receive texts and email, so you
can respond within minutes to questions about
service and pricing, location requests, reports of
broken web links and complaints from dissatis-
fied customers.
To stay in touch on the web, businesses often
use sites like Facebook, Twitter, LinkedIn groups,
community forums, Google alerts, Social
Mention, Back Type and Disqus. No matter what
way you respond, it should be within ;; hours.
In addition to a quick response, people expect
respect. That means not being curt, blunt or
dismissive just because you’re busy. If you reply
thoughtfully, they will be more likely to wait or
come back later. Even if a business ends up doing
a good job, ;; percent of people surveyed said
they won’t do business with a company again if
they got poor customer service. That starts with
answering calls promptly.
Even when you have enough work, even if you
are on vacation, respond to people. C
At your (great) service
BY MICHELE MEYER
WISDOM CAN come from surprising
sources—people who have business savvy
matching the usual business experts. Here’s
a look at a few surprising fonts of wisdom.
Reality TV star. “If you’re not on social
media, you don’t exist,” says Ashandra
Batiste, a dentist and star of Bravo’s
Married to Medicine Houston. “People
expect to see you on Facebook, Instagram
or Twitter, so you have to be willing to put
yourself out there.”
Artist. Diversify—don’t let ego or pride
box you in, says Mark McDowell, a working
artist at Cattle Track Arts & Preservation
in Scottsdale, Arizona. “You’ve got to adapt C L O C K W I S E
to the market,” he says. “No one here is
locked into a single skill set. We’re problem-
solvers and collaborators, even carpenters.
In lean times, we build beautiful crates,
make Christmas cards and print T-shirts,
etchings and books. When my eyes and
hands fail me, I’ll become a blues singer.”
Bartender. “You may need to dial back
the upsell,” says Costco member Morgan
Weber, a former bartender who now co-owns several Texas restaurants. “Put out
enough information to pique their interest,
then hang back. If they follow up, go deeper.
If they don’t, chill out.”
Realtor. “Make a good first impression,”
and broker associate at Legacy Real Estate
& Associates in San Jose, California. “After
shoppers enter, you and your staff are your
biggest value-added. So know your stock
and your competitors’. Your workers also
should listen for any unmet needs and
report them to you.”
Doctor. “Hire people who multitask,”
says Dr. Rolando Maldonado, who practices
at Midtown Family Medicine in Houston.
“My nurses also bill and verify insurance,
which allows me to hire fewer people and
offer them better pay. Sacrifice some of
your own salary. That builds loyalty among
your staff.”
Hairdresser. “Greet everyone and make
sure they’re happy with the service,” says
Nelson Chan, a Costco member, celebrity
hairstylist and owner of Nelson J Natural
Salon in Beverly Hills, California. “That
personal relationship may be the reason
customers return. And if they don’t like
something, you can fix it.”
Uber driver. Look closely. “Observe
customers’ facial expressions and body
language to judge when to talk, listen or say
nothing at all,” says John Morrow, a
Houston-based Uber driver and former
waiter. “If customers look stressed, I keep
the conversation minimal.” C
Michele Meyer writes about management,
branding and retailing ( MicheleMode.com).
Seven surprising sources
PAUL AND SARAH
EDWARDS
Paul and Sarah Edwards
(localmarketing.center)
are the authors of ;;
business books.
MORE IN ARCHIVES
At costcoconnection.com,
search “Paul and Sarah
Edwards.”
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