 At Your
Service - Ten Commandments of Great Customer Service
By Susan A. Friedmann, the Tradeshow Coach
Customer service is an integral part of our job and should not be seen
as an extension of it. A company’s most vital asset is its’ customers. Without
them, you would not, and could not, exist in business. When you satisfy your customers,
they not only help you grow by continuing to do business with you, but recommend you to
friends and associates.
The practice of customer service should be as present on the show floor
as it is in any other sales environment.
Following are the “Ten Commandments” of great customer
service:
1) Know Who Is Boss - You are in business to service
customer needs and you can only do that if you know what it is that your customers want.
When you truly listen to your customers, they let you know what they want and how you can
provide good service. Never forget that the customer pays your salary and makes your job
possible.
2) Be a Good Listener - Take the time to identify customer
needs by asking questions and concentrating on what the customer is really saying. Listen
to their words, tone of voice, body language and most importantly, how they feel. Beware
of making assumptions and thinking that you intuitively know what the customer wants. Do
you know what three things are most important to your customer?
Effective listening and undivided attention are particularly important
on the show floor where there is a great danger of preoccupation, such as looking around
observing other people we could be selling to.
3) Identify and Anticipate Needs - Customers
don’t buy products or services. They buy good feelings and solutions to problems.
Most customer needs are emotional rather than logical. The more you know your customers,
the better you become at anticipating their needs. Communicate regularly so that you are
aware of problems or upcoming needs.
4) Make Customers Feel Important and Appreciated - Treat
them as individuals. Always use their name and find ways to compliment them, but be
sincere. People value sincerity. It creates good feelings and trust. Think about ways to
generate good feelings about doing business with you. Customers are very sensitive and
know whether or not you really care about them. Thank them every time you get a chance.
On the show floor, be sure that your body language conveys sincerity.
Your words and actions should be congruent.
5) Help Customers Understand Your System - Your
organization may have the world’s best systems for getting things done, but if
customers don’t understand them, they can get confused, impatient and angry. Take
time to explain how your systems work and how they simplify transactions. Be careful that
your systems don’t reduce the human element of your organization.
6) Appreciate the Power of “Yes” - Always
look for ways to help your customers. When they have a request (as long as it is
reasonable) tell them that you can do it. Figure out how afterwards. Look for ways to make
doing business with you easy. Always do what you say you are going to do.
7) Know How To Apologize - When something goes wrong,
apologize. It is easy and customers like it. The customer may not always be right, but the
customer must always win. Deal with problems immediately and let customers know what you
have done. Make it simple for customers to complain. Value their complaints. As much as we
dislike it, it gives us an opportunity to improve. Even if customers are having a bad day,
go out of your way to make them feel comfortable.
8) Give More Than Expected - Since the future of all
companies lies in keeping customers happy, think of ways to elevate your self above the
competition. Consider the following questions: “What can you give your customers that
they cannot get elsewhere?” “What can you do to follow-up and thank people even
when they don’t buy?” “What totally unexpected service can you give your
customers?”
9) Get Regular Feedback - Encourage and welcome suggestions
about how you can improve. There are several ways in which you can find out what customers
think and feel about your services. Feedback is summed up in three steps; first of all,
listen carefully to what they say; second, check back regularly to see how things are
going; and third, provide a method that invites constructive criticism, comments and
suggestions.
10) Treat Employees Well - Employees are your internal
customers and need a regular dose of appreciation. Thank them and find ways to let them
know how important they are. Treat your employees with respect, and chances are, they will
have a higher regard for your customers. Appreciation stems from the top. Treating
customers and employees well is equally important.
Written by Susan A. Friedmann, CSP, The Tradeshow Coach
& author of “Meeting & Event Planning for Dummies.” Susan works with
companies to improve their meeting & event success through coaching, consulting &
training. Visit www.thetradeshowcoach.com
to sign up for a free copy of ExhibitSmart Tips of the Week. |
