Being nice to customers can notch up profits as well as establish your business as a professional, efficient enterprise. However, there are several myths associated with customer service that could end up driving customers away instead.
Here’s a closer look at some popular myths regarding customer service.
- Modern good customer service means connecting with customers using only social media
Social media is undoubtedly useful when it comes to building relationships with your customers. You can effectively use social media like Twitter, Facebook etc., to promote your products, publicize your brand and build your company image.
But all those bells and whistles put together do not replace good, old customer service. If you have offered excellent customer service, you can request the client to give you a good review on your social media page by all means. Customer service is a one-to-one transaction between you and your client. Avoid confusing this personal interaction with general communications on your media page. At the end of the day, no number of ‘likes’ on your social media page can make up for building up a genuine relationship with customers.
- No other companies are calling up customers after sales so why should we do it?
Let’s say you make and sell TV cabinets. You have a lot of competition. Now, none of your competitors ever bother calling customers after they’ve made a sale. They consider it (like most companies do) as a sheer waste of valuable time and money (phone calls cost money right?). So should you be spending your time on customer service? Yes!
There are three excellent reasons for you to go ahead and offer your customers service:
- The extra effort will set your business apart from the competition
- Your customers will be far more likely to recommend your product to their friends
- Your staff will learn to accept the added effort as part of their job
- All customer service moves are expensive so my business cannot afford it
As a matter of fact, the best and most effective customer service moves are the simplest and cheapest ones: Offering prompt, friendly responses, remembering to call up customers with information or assistance and treating your customers with the courtesy that they deserve.
Most companies don’t get even these basic rules right so this is good news for those of us who are serious about building a great business.
- It’s more important to attract new customers compared to pleasing the old ones
While it’s necessary to spruce up your publicity campaigns and advertize your business, old customers always come before new ones. To be honest, pleasing old customers is much cheaper, simpler and more productive than going around fishing for new ones.
Someone who has already invested money in your product deserves more consideration compared to those who may be simply thinking of doing so. Keeping your old customers happy is more likely to establish your reputation as a business that values people. There are much stronger chances of attracting attention from new customers through service to the older ones.
Remember that word of mouth publicity is free, credible and much more effective than impersonal, multimillion dollar marketing campaigns.
- We have had very few complaints so most of our customers are happy with us
If you have had few complaints, this does not by any means imply that all your customers are ready to pat you on your back. For all you know, they might have gone on to your competition, probably out of sheer resignation. And they may not have let you know. Avoid mistaking lack of communication for satisfaction.
It’s important to communicate with customers who have not called/emailed in. Just because they are silent does not mean they are satisfied. The only way to find out is to ask them for their feedback.