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Everyone wants
more customers. Getting them can be an
expensive proposition but necessary to sustain your business. It is
far less expensive to keep your existing customers by simply making them
happy every time they buy from you. One
of the easiest ways to do it is providing exceptional customer service. What you do for your customers is
important but how you do it will usually decide whether they buy from
you again.
For example, I
recently visited a local restaurant with my wife and we ordered their grand
opening special. The white linen
tablecloths, imported china, polished silverware, comfortable seating and mood
lighting prepared us for what we thought would be a wonderful dining
experience. The owner had invested
considerable time, money and effort to create a beautiful atmosphere with
attention to every detail... almost.
We waited for more
than one hour until the waiter finally brought the meals to our table without
an explanation or apology. When
questioned about the reason for the long delay, the waiter remarked, “It’s
not my fault. It’s those guys in the kitchen that don’t know what they’re
doing.” Before leaving the restaurant, I spoke
with the owner about the waiter’s remark. He said, “I
appreciate your bringing this to my attention. Before I can work on the table service,
I need to get the equipment and staff in the kitchen working right first.”
He was more
concerned about what he was doing and less about how he was doing
it. In other words, the method of
delivery is less important to a customer than the experience of receiving it. Make your customers feel welcome and
appreciated. Show them that their
business is important to you by giving them the same service you would expect.
Work on providing
exceptional service by continually improving the means of delivering it. You will keep your customers and be pleasantly
surprised when they refer your business to friends and associates, bringing you
new customers that you need and want...absolutely
free.
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