There is no disputing that good customer service makes for happy customers, which in turn equals return business. Exceptional customer service, however, transforms customers into promoters/advocates for your business. Through positive word of mouth and sharing stories of your exceptional customer service, your customers become recruiters for your services without even knowing it! They will stay loyal AND bring new business through your doors. This, of course, leads to the big question: How do you deliver exceptional customer service that will transform your customers into your fans? There are many ways to approach this challenge but all roads lead to the most vital of them all.
The Front Line Experience
So much of what customers experience when first entering a business gives an instant impression of what they can expect in dealings with that business. Were they greeted upon entering the building with a smile? Were they spoken to in a respectful manner and tone of voice? These few examples may seem like obvious no-brainers, however, in many cases they are an undervalued commodity. The absence of these simple examples can quickly create a horrible reputation for your business.
At a time when customers can get what you're selling in a multitude of other physical locations as well as in the online market, customer loyalty is an absolute necessity in keeping your business afloat and growing. None of this is possible without an amazing staff on the front line. How does a front line staff become amazing? It all starts with the hiring process. Assuming your business has a healthy customer satisfaction culture (if it doesn't, then there is a little more work that must be done first), does the applicant have the kind of personality that would easily fit into this culture? Skills can be taught, practiced, and retaught if necessary. However, without the right frame of mind and attitude all the training and skill building in the world will NOT create a dynamic front line employee with impeccable customer service skills.
Companies such as: Southwest Airlines, Zappos, and Amazon have recognized the power of customer satisfaction and its direct result in increasing customer loyalty. In doing so, they have been able to move up the ranks in their respective industries competing with the current leaders and in some cases surpassing them. Exceptional customer service positively affects customer loyalty, customer loyalty drives growth and sales, the ultimate source of customer service comes from your front line staff. It is highly advantageous to make all efforts to provide the customer with the greatest experience possible. After hiring the "right" people for the job, a quality training heavily based in customer satisfaction/loyalty must be an investment management is willing to make.
Investing in quality training will be well worth the investment in the form of increased customer loyalty. When you have strong customer loyalty the sky's the limit. Customers who have become loyal have come to trust your business and what it stands for. This makes your loyal customers more likely to try and recommend to their friends and families new products/services that you offer on your journey to greater growth and profits.