What Do Your Customers Want?
Research tells us that customers want two basic things from a supplier:
Initially they want quality core service. In other words, they expect your product or service to work and to do what you say it'll do. However, do this alone and you'll only provide "ordinary" service.
Next, they want friendly caring service. They want to be acknowledged, to feel that someone is interested in them as an individual, and that they're cared about. This is what provides that little bit "extra."
Let me ask you two simple questions - Do you want your customers to say positive things about your business to other people? Do you want them to refer others to you? Of course you do, because as we all know, "word of mouth" is one of the most effective and low cost ways to find new customers. The most effective way to generate "word of mouth" is to provide "extraordinary" customer service.
I recently renewed my University of MN season football tickets along with my annual contribution to the school's athletic scholarship fund. As they have done in the past, I not only get a thank note from the AD I also get a phone call from a current student athlete thanking me for supporting them. I then get 2-3 follow-up phone calls throughout the year, along with a progress report on how my support benefits student athletes.
These student calls provide that little bit "extra." They make me feel important; they are warm, friendly and appreciative. They ask me questions about my experience with the University and the football program. They make me feel good about my support and thus I encourage others to support them as well.
Make no mistake about it; providing friendly caring service creates that little bit "extra" and generates "word of mouth" for your business.