Thursday, August 21, 2008

Missing: Customer Service

When was the last time you were "wowed" by a company's customer service? Are you still thinking? Can you even remember?

We have become used to bad service. When you receive outstanding service, it really sticks out. I recently had one of those "wow" moments. It was recommended that my daughter see an orthodontist. Based on word-of-mouth, I talked to Karen at Dr. Gregg's office on the phone to set up our appointment. She was so nice. She asked questions, made small talk, and took the time to make sure I knew what to expect at the first appointment. She was genuinely happy to spend time with me.

When we arrived at Dr. Gregg's, it was cozy, clean, and comfortable, but not extravagant. My daughter's name was on a chalkboard by the reception desk recognizing her as a new patient. The person at the desk welcomed us in and called us by name. We were given a tour and everyone said hi to us. My daughter was x-rayed and Dr. Gregg talked to us. He said everything was on track so far, and he would like to keep an eye on her. We have been going to the office to have check-ups for two years. It's all been free. They are always happy to see us.

Next month, I'm taking my son for a visit. I'm sure that one or more of my kids will eventually need braces. I will gladly give my business to Dr. Gregg.

Are there ways to improve your customer service? Here are some tips to get you thinking:

Walk in the customer's shoes.
Call your office and see how the phone is answered and how you are treated. If you have a call center, call in to find out how long you're on hold, is the person who answers the phone pleasant, and are they able to answer your questions. Walk around your store and listen to how customers are treated. Visit your website. Can you find what you want? Is the order process easy? Discover what it's like to be your customer.

Have a real person available.
I typically make 20 to 30 new business phone calls every day. More often than not, I am greeted by a somewhat grouchy, uninterested voice on the other end. If the person is happy and genuine, it really stands out. If you have an automated system, please be sure it's easy to navigate and allow access to a real person. I called a company for 6 months without EVER reaching a live body.

Every contact with the customer counts.
Dr. Gregg and his staff always treat me like I'm their most important customer. He has yet to make any money from seeing my kids. But, you can bet I'm going to him when they need braces. And, this brings me to my next point.

Make the most of word-of-mouth.
I tell anyone who asks, and some people who don't ask, how impressed I am by Dr. Gregg and his staff. I know of at least 4 or 5 patients that I have referred to him – and I know he is making a profit from their business.

Take the extra step.
Do something extra for your customers. Even if it's a little thing. I was recently standing at a jewelry counter trying to decide if I should splurge and buy a ring. As I was debating with myself, the saleswoman asked, "Would you like me to polish your other rings while you decide?" I bought the ring.

Good customer service is about bringing the customer back for repeat business. And, getting additional business from happy customers. When you make them happy, or doing something special that stands out, they're going to talk about it.