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Customer Service Tip - Remove Communication Obstacles to Build Customer Loyalty

March 12, 2008 | Author: admin | Filed under: Careers, Workplace Communication


One of my most favorite exercises is to ask the business owner or department head the following question:

If I would ask all of your employees to list the top 3 goals for the organization as they perceive them to be, would I receive exactly the same 3 answers from each employee?

Today, I asked that question again and receive the same response that I always receive - No.

So what are all those different responses costing your bottom line?

George Bernard Shaw said that the greatest problem with communication is the illusion that it has taken place. No where is this more evident is in the customer experience regardless of the industry and the size of the business.

One of the reasons that communication is so important in developing loyal customers is because it is potentially 4 of the 6 points of connection.

  • You can see communication from written words to body language.
  • You can hear communication.
  • You can touch communication such as a piece of paper as a card or letter.
  • You can feel communication because of the emotional reaction to the first 3 points of connection.

Recently, I have experienced the same point of connection within the customer experience entirely differently in two similar situations - restaurants - within one week. In the first instance it was a negative experience and resulted in me not wanting to return to this national franchise theme eating establishment. The second one, a national steakhouse chain, was just the opposite and has developed in me the beginnings for a loyal customer.

In the first situation, the management of the restaurant was absolutely clueless as to this point of connection which was the physical receipt or bill. Restaurant number two understood that by communicating verbally and explaining the bill it was potentially keeping any misunderstanding from happening. This establishment knew the important of addressing any potential unresolved problems to the customer’s expectations.

What has convinced me more now than ever before, the majority of businesses, small to large do not understand the what and the how specific to developing customer loyalty within the customer experience. These businesses continue to work harder not smarter. This is such a waste of human potential as well as the other resources.

If your goal is to build raving fans, then make sure you communicate the what and the how to your internal customers - your employees. By taking such a proactive approach will most definitely increase your bottom line not to mention remove a lot of sleepless nights. And we can all benefit from a little more sleep.

Take this free audit to see if you are building loyal customers.

xygoxen

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