ARE YOU LISTENING TO YOUR CUSTOMERS?
by Emily Huling
On a recent business trip, I had dinner at one of the nicer family restaurants. A couple seated nearby had the same attentive server that I did. When the woman asked for a substitution, the server replied, 'I'm sorry, I can't do that. The computer will automatically charge you for the extra side order.' Would the restaurant have lost money serving green beans instead of a salad? I doubt it. More likely, the computer programmer never considered the option of swapping side orders.
A similar situation cropped up in my own business with a new audio album. I thought I had all the bases covered: My mailing describes the content and gives ordering instructions; My Web site is loaded with in-depth information about the album; my background; other products and services; and an order form. I even offer a 100% money-back guarantee. What else could a customer want? Well, a woman in Branson, MO, wants a sample of the audio portion. In all my planning, I hadn't anticipated such a reasonable request!
I'll bet you've experienced a similar situation. Here are a few suggestions for determining what your customers need:
- Post a large piece of paper on the wall, with a left column headed 'customer need' and right column headed 'solution,' and ask your employees to fill in the blanks.
- Your outside sales and customer service staff should ask customers, 'By the way, what suggestions do you have so we can serve you better?'
- Mail your customers a short customer satisfaction survey with a postage-paid return envelope or a toll-free fax number. This old-fashioned method is tried and true. Increase your response rate by offering a gift to those who respond.
By the way, the restaurant server figured out how to give the customer her green beans at no additional charge. And I'll be putting live audio on my Web site. Your customers will tell you how to improve service. You just have to listen.
Emily Huling, CIC, CMC is the president of Selling Strategies Inc., which helps the insurance industry increase sales, improve customer service, and improve the bottom line. She can be reached at P.O. Box 200, Terrell, NC 28682, (888) 309-8802, fax (888) 398-7355, e-mail [email protected], or Web site www.sellingstrategies.com.