The theme this month for our newsletter and blogs is “Time to Refocus: Creating Stability in an Unstable World.” Let’s begin this refocusing by ceasing to react to the chaos—and there is certainly a lot of chaos in today’s business environment.
Unfortunately, too many businesses are reacting to that chaos, by doing things such as attempting to work their business concept into the pandemic when it does not actually fit.
Suddenly prospects and customers are confused by their messaging, as it is completely shifted from where it always was before. That kind of shift will not gain them a response and might even lose them long-term loyalty.
Others are reacting by using the pandemic as an excuse not to service customers. This is something that we personally have seen far too much of—so much so that we are planning an upcoming book on the subject of customer service.
We are continually baffled by the fact that some companies think customers will simply take these excuses for lack of service in stride, instead of looking elsewhere for better service.
The right answer is to refocus your company back onto the basics, back to its original standards.
Your starting point should be your amazing product or service. In most cases, a great product or service took years to develop and get right. Put that product or service back where it belongs, front and center. Make sure it is kept up to date and continuously improved.
Then, look over how that product or service is delivered. This is where the customer service we were just discussing comes into play. If you have done well as a company in the past, your service was probably pretty good. Keep it that way and do everything you can to make it even better.
Outshine competitors who have decided that the pandemic makes it okay to drop their customer service standards.
There are two basic parts to customer service. First is delivery, which should be as close to instant as possible.
Delivery should include making absolutely sure that the customer is completely satisfied and happy with the product or service being delivered before delivery is considered complete.
The other part of customer service comes after delivery. The customer may have questions, especially with more complex products or services. Make sure they know who to call to get answers and make sure there is always someone there to provide those answers.
Make sure that technical support is top-notch and fast, and always leaves the customer once again happy.
Consistently providing fantastic products and services, along with great customer service, is the only way you are going to keep customers coming back. It is also the only way you will obtain referrals because only satisfied customers will provide them.
And as anyone will tell you, referrals are the most valuable leads you can get.
The bottom line: do not react to the chaos. Be proactive by getting back to the basics and standards of great products and services and delivering superlative customer service.
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