In marketing, the first thing experts teach is that it is infinitely much easier to lose customers than to win them. Just a small oversight is enough for public opinion to spread the notion that your company is the worst on the planet. That’s not an exaggeration.
External communication – an investment that pays dividends
Today, we all know that consumers use the power of social networks and the Internet as their best ally to demand rewards and promote – or destroy – a brand. So if we want to inspire consumers, we need innovative strategies – and we need to invest generously in them. Unfortunately, this is not always taken into account in budget planning. Many prefer to save these expenses.
That’s a huge mistake. After all, you can’t really measure the cost of losing a customer. It impacts not only the company’s bottom lime, but also the image you spent a lot of money building. So why not take care of your customers when it’s more profitable in the long run than handing them to competitors on a silver platter?
Human beings instead of machines
“Hello, good morning. How can I help you?” On the phone, this simple and friendly question is enough. At TÜV Rheinland Andino in Santiago de Chile, women, men, young and old all call each day expecting the company, no matter how big, to listen to them and hopefully meet their wishes and react immediately. And that’s what I’m here for.
In only a matter of seconds I realize whether it is a simple request or a request with higher urgency. All I need is the tone of the greeting, which can be warm or unpleasant. It’s enough for me to know whether the person will ask for information or make an angry demand.
Someone’s here. Someone who is prepared and willing to listen patiently to all kinds of requests and do everything possible to find a solution quickly. Of course I’m not doing this for free. It’s part of my job. I get paid for it, and people know that. For the same reason, there’s something that never ceases to amaze me: It is the sincere gratitude that callers express when the “voice of the company” is indeed a human being and not a machine – a human being who empathises with their problems and responds quickly with the support they ask for.
It’s almost with a degree of admiration that people point out how friendly they have been attended to. My conclusion from this is: When someone calls customer service, she or he is already convinced that this is virtually pointless – let alone that someone will make sure to take care of their concerns.
Marvel at what should actually be the norm
Could it be that we as customers have grown accustomed to being treated badly? That we find it perfectly normal to be left in endless queues or that companies never follow through on their after-sales guarantees because they always find excuses?
Apparently, we as consumers have resigned ourselves to receiving cheap services that are not refundable. Perhaps this explains why our customers are so positively surprised and grateful. Because we listen, respond to their inquiries and help them in a friendly way.
Sure, it’s part of the job. Then why so much amazement? It is about time that customers demand good service – and more companies should act accordingly. Because like I said: Losing a customer can be very easy. But being nice doesn’t cost you anything, either. Anyone who calls us will always hear a friendly voice: “Hello, good morning. How can we help you?