What do customers want?
To start, customers want product value that exceeds the price they’re paying. Next, they want a level of service that rises above their expectations.
What do customers expect from good service?
- To be greeted promptly — whether in person, on the phone or via a quick-loading Web site.
- To have concerns addressed with sensitivity and efficiency — with eye contact if the exchange is person-to-person.
- Clear communication from people who know what they’re talking about.
- Individualized solutions rather than cookie-cutter responses that apply to one and all regardless of unique needs or circumstances.
Customers want to be treated like they’re important and valued.
What drives customers away?
Customers hate waiting.
So how do you polish your customer service? Start by assessing your current service level so you’ll know where to make improvements. Ask yourself:
- Is our service better than or not as good as it was in the past?
- How does our service compare to that of our competitors?
- What complaints — and what compliments — do we hear frequently?
- How quickly and well do we greet and serve customers?
- How well do we address customer concerns, requests and complaints?
- How do we reward and thank our most frequent, highest-value customers?
Depending on your answers, take these steps:
- Create a customer history to establish personal relationships.
- Reward customers for their individual value to your business.
- Set and maintain service standards.
- Coddle your customers.
- Make customer service a core business value.
What Customers Want From Customer Service
By Barbara Findlay Schenck
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.