Effective customer service is fundamental to success. But it’s often forgotten or neglected. No matter what you’re selling, widgets or copy writing services, business success is built on satisfying customers — one at a time. It’s about delivering great customer service.
Repeat business and referrals are fundamental to the maximum long-term business growth and profitability on any enterprise. After all, repeat buyers and referrals are the most profitable sales you can possibly generate. If every customer is a one-time buyer only, you’ll need to consistently fill the pipeline with fresh new prospects to make any sales at all. Providing exceptional customer service significantly increases the odds of subsequent purchases. You set yourself up to have customers buy from you again and and again, without even considering other options.
As merchants, we need to bend over backwards to satisfy those who patronize our businesses. This means giving the customer the benefit of any doubt. Provide the kind of courtesy, attentiveness and service you expect and are entitled to when you’re the buyer. It’s the Golden Rule applied to business. Play the role of the buyer and upgrade your customer service accordingly.
Nobody wants an unsatisfied customer – unless they’re not worth having. Thankfully, this is rare, though problem customers are out there. If you’ve been in business for any length of time, you’ve probably experienced the “impossible to satisfy” customer. No reasonable businessperson wants their name and reputation dragged through the mud. The easiest way to prevent this kind of occurrence is to take extra care of those you serve.
The worst thing any business owner can do is to not respond to emails and phone calls. Ignoring calls only makes matters worse as customers feel neglected or abandoned – usually after spending a fair amount of cash on your product or service. When ignored repeatedly, a disappointed customer’s frustration and stress level can build to the boiling point. At that’s exactly what you want to avoid at all costs.
Keeping in touch with customers is vitally important.
When I’m working on a sales letter writing project, I often exchange numerous emails with my client, providing frequent updates, getting clarification, and asking probing questions that lead to greater insights and more persuasive sales copy. It also helps foster good feelings and solidifies the client/provider relationship. People want to know that I’m busy working on their project – not consumed by the concerns of everyone else.
Customer dissatisfaction is most often due to a lack of communication. Someone didn’t get what she anticipated. The product didn’t live up to its promise. Perhaps they simply had second thoughts after the fact and want a refund. Or there was a misunderstanding as to what products or services would be delivered and at what price. Whatever the case may be – you’ve got to do your absolute best to smooth any ruffled feathers.
In the writing business, it might be that key issues were missed… the emphasis was off base… or the angle taken wasn’t the best fit for the market or product, in the customer’s estimation.
Whatever the case may be, most competent copywriters will tweak or modify the copy to suit the client. When it completely misses the mark, they’ll offer a re-write without any additional charge. Refusing to do so doesn’t make sense, as it leaves the buyer feeling ripped off and unfulfilled with their purchase.
It’s all about satisfying those who keep us in business. Customer service is an essential ingredient of any long-term business success. Be prepared to give more in use value than you ask in cash value. Maintain a service mindset and be there for your customers. The long term rewards are well worth the effort.
Yes, you can cash in by offering better customer service in your business.