One of the deadly misperceptions in business is that you can “manage” unhappy customers into just going away.
That if you stymie progress and claim that “your hands are tied” or “you have to stick to the process” customers will eventually stop asking for better service and just go along with the craziness you call value.
It’s deadly to your business, your sales, and your morale.
So, the next time you are planning on outsourcing your customer call center to a remote village on a far corner of the world or putting a “Chat With Us” application on your website that is understaffed or when you make it difficult for customers to connect with you when they have a problem or the next time you find yourself strategizing to save money by “streamlining” customer support, think again.
You’re better off cutting the budget for marketing. Or social media. Providing outrageous customer service provides much better return-on-investment than the number of retweets you get or how many viral videos you create or the marketing awards you win for witty messaging.
You can never forget that.
Outrageously happy customers market you better than anything you could contrive.
And when you lose focus on delivering outrageous happiness customers begin to start looking around for that love elsewhere. When you “check the boxes” but don’t check in on satisfaction customers know that you’re really just going through the motions.
And they’ll find someone else who can make them feel good about the purchase they want to make. About the relationship they want to have with your business.
And they’ll step over your dead body to make the move.
You’re dead to them. It’s over. You’re history. And you made that happen.
Not all at one time. Usually it happens through a thousand tiny dis-services that lead a customer from being outrageously happy to “kinda happy” to “not sure what’s going on” to annoyed to outright furious.
And by the time they get to the stage with they are furious, there are no amount of discounting or money back guarantees that will make them as happy and excited about you as they used to be.
Which is why you should be focused on funding “service”.
Instead of nickel-and-diming your customer service operation and over spending on expensive customer retention discounts, just spend your money providing the service that customers expect.
And then provide a little something extra they don’t expect.
Make no mistake, customers will get what they want. And they have no problem stepping over your dead body to get it.
Stop making them do that.
Focus on providing outrageous customer service and you’ll never have customers leaving.
And no one stopping over your dead body.