Strengthen your business with exceptional customer service
On our way to Florida a couple of years ago, my husband and I stopped for breakfast at a family restaurant. During our meal, we had a discussion about service – what constitutes good service and what doesn’t. We both spent many years in the foodservice industry, so we have the ability to judge from an “insider” position.
Andy started the conversation with “How did our waitress do?”
“She was suitable,” I replied.
“How is that?”
“She was nice and delivered the food to us quickly, but she didn’t refill our coffee. She mentioned it, but she never came back with more. Our cups were never completely empty, and the manager refilled them later so that was fine.” I said. He paused and thought for a moment, and then added, “I think really good service is more of an attitude. It involves a kind of joy at work, but it has to be genuine. Some people try to fake it.”
The conversation died, but resurfaced later that night when we ate at a local barbecue place in Nashville, TN. Despite how busy she was, our server went out of his way to please us. When we asked her to bring water for our trip, she suggested that we bring our coffee as well. Then he took out two Styrofoam cups of ice water and two of fresh coffee.
She went out of her way and we were impressed by that – a stark contrast to the morning service.
During our meal, I kept my eye on “Nicole” as I passed her section. From what I could see, he enjoyed what he did. Ensuring you provide the best possible service went beyond your desire to earn a bigger tip. He wanted to satisfy his customers. Not because it made her more money (which I’m sure it did), but because it did something for her as well.
The thing is, good service is important in absolutely every business, whether you have a movie theater or drive the local ice cream truck. It is even more imperative if you offer professional services, especially if your main source of income is online. The competition is tough. Sometimes the only difference between you and the other is the service you provide.
As I said before, you can’t fake good service, but you can take steps to improve how you meet each of your customers’ needs:
1. Make the Right Order – I’m always impressed when a waiter delivers food to me along with the extra dressing I ordered. He made sure he knew exactly how I wanted my food to be prepared and served. Before you start working with a new client, make sure you have written a detailed contract or questionnaire. Explaining exactly what your customer can expect of you will go a long way in managing their expectations. And having a clear idea of what you want will help you achieve your goals. Being transparent up front can also prevent future problems. And it will help you discover ways to accentuate what it offers you.
2. Go the extra mile: When my husband was a restaurant manager and one of his employees expected praise for completing an evening’s service, he would say, “Thank you for meeting your minimum job requirements!” Simply doing what is required will not make you memorable the next time the client looks for a graphic artist, copywriter, lawyer or [insert what you do]. In fact, if you don’t perform exceptional service, she may remember you for the wrong reasons. Once a customer signs up with you, take some time to assess how you can not only meet her needs, but also accomplish it in a jaw-dropping way.
3. Individualize: I was a waitress at a country club for five years. I loved the members, and the members loved me. Why? Because I took the time to get to know them. I memorized their names, the names of their wives, the names of their children, how they ate their steaks, what they drank; He even knew some of their membership numbers by heart. I could tailor the service I gave them to your individual tastes. As such, I managed to become one of the “favorites”. Each of your clients is different and a one-size-fits-all approach will take your business straight to the grave. Get to know your customer, discover the core problems you seek to solve, and solve it in a way you hadn’t predicted. Doing so will put you at the top of the list the next time you search for your service brand in the marketplace.
4. Anticipate her needs before she asks: In the illustration above, the waitress should have brought the pot with her instead of asking if we’d like more coffee. When we lived in Cody, WY, we frequented the only Chinese restaurant in town. Anyone who has eaten there will tell you that the water glasses are never empty. The moment you drink enough to add more, one of the staff runs to your table with a pitcher of freshly poured ice water. Through their superior service, they have managed to stay in business for over forty years in a city where they make money in the summer or otherwise. You can do the same in your business. Keep your eyes open. Listen carefully to what they are saying and ask good questions. Find ways to overdeliver and you can’t go wrong.
5. Serve the food while it’s hot: Okay, I’m with the restaurant metaphor here, so bear with me. No decent server wants to bring cold food to the table. Nothing but complaints and unhappiness comes from that. In the same way, make sure you meet the established deadlines, keep your promises, fulfill your commitments. Set the bar with a detailed quiz, now stick to it.
6. Give them a reason to come back: When I was working at a LUMS in Columbus, Georgia, we always said, “Will you come back now, huh?” Of course, it did not guarantee that the bosses would return. But there was a certain kindness to the statement that made most people smile, especially foreigners. Maintain a professional, courteous, and open demeanor. Make your clients feel welcome instead of intruding on their day. Even if you never speak to them in person, let the tone of your emails remain upbeat. Respond as quickly as possible to each request and do so with a “virtual” smile (metaphorical, not a smiley face).
Follow these simple tips and you likely have a lot of repeat customers and referrals. Make good customer service a priority. And watch your business grow.