Article Contributed by Mikkie Mills
We’ve all heard the motto, “the customer is always right,” because in our consumer-based economy it has nearly become an immutable law for any business owner or manager. The commitment to customer service has almost become a given in our society, so much so that customers now seem to expect nothing short of royal treatment. That poses some interesting challenges from the business end because there will inevitably be situations in which businesses must draw a line with customers. One of the biggest difficulties facing modern businesses is knowing where to draw that line while also doing everything that can be done to help customers feel like their business is appreciated, their loyalty is deserved and their (reasonable) expectations are met.
Perhaps the most important advice that can be given to businesses in their effort to allow the customer “to always be right” is best
explained with another short maxim: “under promise and over deliver.” While that may initially sound contradictory in a world full of
advertising that makes gigantic claims, it has simple and effective practical application in a few of the most basic elements of customer
experience.
Quality
One of the most common complaints from customers is the underperformance of a product or service. In some cases the customer probably expected too much. In many cases, however, their expectations were derived from marketing that promised more than could be delivered. Of course, when it comes to advertising you need to portray your product/service as positively as possible but you will find that your business will win more customers and greater loyalty if the product or service exceeds expectations. And research confirms that word of mouth recommendations are still the best way to win new customers or clients. If you want your customers to do the advertising for you, then allow them to be pleasantly surprised by what you have to offer.
Shopping Experience
Whether you conduct most of your business online or from a physical location does not really matter. The experience your customers have while in your store or on your site will provide a lasting impression that will be hard to reverse. If you are operating a physical location make sure that the entire property is clean and well maintained. Even the condition of the parking lot can have an impact on your customers’ opinion of your business. The same goes for websites—make sure that your site is easy to navigate, has a professional look and is free from excessive ads or any sort of content that could be viewed as disagreeable to customers.
Promotions, Discounts, Giveaways
Discounts, special deals and complimentary gifts are a great way to help customers feel valued. Distributing coupons can be a great way to advertise your products or services and has proven to be an effective way to drive traffic to your business. If you don’t have the funding for a widespread marketing campaign that includes coupons, discounts or special offers there are still ways to utilize these features. An announcement on a webpage or a simple word of mouth pitch from an in-store employee is a great way to pleasantly surprise customers and help them feel that your business always seems to offer even more than expected. Also consider including small complimentary products for customers that have purchased a certain amount or have returned after an initial purchase and you’ll likely find that those customers become loyal to your business and will eventually be the source of many new customers in the future.
About the Author:
Mikkie Mills is a Chicago native. She is involved in business and fashion and a mix between the two. She often freelance writes
for Vista Print, through which you can treat your customers to their very own personalized mugs. Connect with her on Google
+ or on Twitter (@DollarHacks).