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Listen up, leaders! The frontline makes your bottom line

Customer service is key

by Eileen McDargh, CSP, CPAE  |  2412 views  |  0 comments  |      Rate this now! 

It happens all the time:  A full-page ad is placed in a major monthly publication. The ad touts the service excellence of their product.  Catchy phrases. Great promises.  Major dollars are spent to create an implied image in the mind of the consumer. And it can vanish in a heartbeat if promises made are not promises kept-if the derived image cancels out the implied image!

Perhaps this has been your experience: You have been standing in line at the bank looking at a sign hanging on the wall that says "Our Customers Are Our #1 Priority" while the customer in front of you is yelled at by a teller for not having the proper forms needed for the transaction. Or perhaps you've had the interaction with a clerk who rolls her eyes when you ask one too many questions about the product.  The point is: we will all talk about the derived image-not the glossy ad.  Couple this "talk" with chat on the Internet and you've exponentially reached thousands.

Why should you care what your customers are saying?

* It costs six to eight times more to get a new customer than to keep an old one.

* There is a 12 percent higher profit margin with your existing customers.

* Companies that keep their existing customers enjoy a 9 percent higher growth rate than ones who don't.

* When each customer leaves they tell at least ten people they know and with e-mail and Internet they may potentially tell thousands or millions.  Just look at the power of City Search and Yelp! to make or break a company.

It doesn't take much to make a negative impression.  Here are some of the most common customer complaints: unprofessional staff; disinterested staff; bad attitudes matched with a sense of boredom; more enthusiasm for chatting with co-workers than with the customer and a lack of an ability to solve problems.

Your employees have probably had customer service training but perhaps you are still seeing customers leave.  Why is this you ask?  It's because leadership didn't take the time to find out how the customer service "rules" affect the actual customer.  Here are ten tips to take your customer service from drab to fab:

1.) The single most important thing you can do to increase customer satisfaction is to treat your employees well.  One disgruntled employee can easily alienate dozens of customers.  Find out what is wrong and fix it.

2.) Keep employees in the loop so that they are in the know and FEEL like valued insiders.  With the power of the Internet your employees can find out corporate news before you do.  Don't let this happen to your company.  Talk to employees often and in-person.

About the Author

Eileen McDargh is a powerful keynoter and business author. Her most recent book, "Talk Ain't Cheap... It's Priceless" offers a simple yet powerful methodology for creating connections that count and conversations that matter. Eileen ranks among the top thought leaders in personal leadership development by Executive Excellence Magazine. Learn more about Eileen at her motivational speaker site or on her blog, Plain Talk.

Read more by Eileen McDargh, CSP, CPAE

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