5 things to stop doing to your customers
You might read this list aghast, thinking I would never do that to a customer, but I'd implore you to take a close hard look at your business practice and consider if that's true. Because as harsh as these realities sound, they are very common problems to occur.
1. Stop taking customers for granted
You have customers, lots of them perhaps. That's great! But what do you do to ensure they remain your customers?
There must be a reason they became your customer in the first place, perhaps you are local to them? Perhaps you offer the best value? Perhaps the lowest cost? Perhaps a one-of-a-kind item? But what happens when a competitor moves next door? Or they can get a cheaper deal elsewhere? This is where loyalty plays a key part in your retention strategy and this is why you should never take it for granted that your customers are customers, because indeed, one day they may not be.
2. Stop treating customers as if they are a burden
As a customer, have you ever been in a store or spoken to a customer service representative who palpably oozed the desire to be anywhere other than with you at that moment? Have you ever found yourself apologising to them whilst asking for something? I have, when I sense that I'm a bother in any way my politeness function hits overdrive.
That's not right, is it? That's not the impression you want to leave your customer with...that they are a burden. It only takes one experience like this to make your customer feel undervalued or under-supported and off they pop.
3. Stop overlooking customer feedback or ignoring customer complaints
Most companies collect feedback, but few are adept at listening, analysing and acting.
Feedback comes in all forms, surveys, complaints, social media, and website traffic...there's an overwhelming amount of information your customer gives you (spoken and unspoken) that can insurmountably aid you to offer an ever-improving experience, don't let that go to waste.
4. Stop forcing them down your preferred contact route
Step into your customer's shoes again. How frustrating do you find it when you want to quickly jump on a live chat but only an email address is available? Or you want to call a company but their telephone number is hidden in the darkest depths of their website? It's very frustrating, right?
Not only is it frustrating but it starts that customer interaction on an ill footing, or worse, it might prevent a customer from contacting you which could mean a lost opportunity.
You might not have the resources to offer every possible contact option but as a minimum, do the research and find out which is the most preferred option for your customer as opposed to giving them what they get.
5. Stop making excuses
We have all been through a lot over the last few years and the bumpy ride seems far from over. Businesses are not immune, we have been impacted by all kinds of resource issues and guess what, customers understand that.
Be honest with customers, and even better, mitigate problems with upfront, proactive and transparent communications. Customers value this kind of approach, showing and sharing can even kindle stronger relationships with your customers, building that feeling of partnership, that we are in it together.
If you take action to recognise and stop these practices, you will quickly and significantly enhance the customer experience you provide.
Happy CX-ing,
Katie