Double Trouble

If your business is like most, your website promises to exceed expectations, positively delight customers, and give prospects the chance to interact with experienced staff members who strive to deliver exemplary customer service. Unfortunately, your ability to provide stellar customer service and the fact that you are talking about it are meaningless to prospects. Here's why.

The Customer Contact Council, a division of the Corporate Executive Board, conducted a survey of more than 75,000 customers. According to this research, delighting customers doesn't build loyalty. The thing that truly builds loyalty is reducing the effort—the work the customer must do—to solve his or her problem. Customers aren't looking for anything beyond what they want, which is to have their needs met. This brings us to the second problem—everyone claims to offer great customer service, so the fact that you deliver it too doesn't give a prospect a compelling reason to buy from you.

To get out of this double trouble scenario, you must empower your customer-facing staff members to fix problems immediately. Eliminate layers of approval, develop a system that keeps everyone up-to-date, and create a company culture that celebrates fixing problems quickly. You need to be less focused on doing it right and concentrate on doing what's right, then find a way to communicate that message on your website.


Here's Blue Tape's Quote of the Week:

"Good customer service begins at the top. If your senior people don't get it, even the strongest links further down the line can become compromised.."

Richard Branson