When I think of great customer relationship management (CRM), I think first of customer service. In a global marketplace that brings you incredible brands like Amazon.com and Coca Cola or fantastic products like the iPhone and Lexus GS (I own them both), your products alone don’t set you apart from your competitors any more. The way you treat your customers, the relationship you build with your customers is what sets you apart from your competition. In today’s information overload world, customer service is marketing. Just ask Zappos or Rackspace. It’s in their logo!
In the early 90’s I studied for a year at the University of Heidelberg. My lifeline back to home in California was the local Deutsche Bank office where my parents wired me funds every month. I remember that bank office fondly, not just because that was where I picked up my bar money each month. I remember how friendly the bank tellers and the bank manager were. Even though as a university student I had very little money, they always treated me like their most important client. From greeting me by name at the door (it was a small branch), to thanking me for my business that day to wishing me well as I left, great customer service was clearly the mantra of that branch office.
Years later after starting my own business, I have learned that great customer service doesn’t just happen by accident. It’s a philosophy that must be part of a company’s culture. Managers must be relentless in demanding it, employees need to be enthusiastic in delivering it and your customers will quietly smile and come to expect it.
I have found that the philosophy behind great customer service is a simple one. I call it the “Golden Rule of Customer Service”. Treat your customers the way you would like to be treated.
We all enjoy and appreciate it when we are treated well and get the product we are looking for. Certainly if a company can deliver great service with a smile, it will earn my continued business quickly. If the company can consistently deliver high quality service and high quality products, I will become that company’s loyal fan and recommend them to everybody I know.
At this year’s SugarCon on April 23-24 in San Francisco, you will learn all of the latest tips, tricks, techniques and tools for treating customers they way you would like to be treated and how to create a legion of loyal fans. Join us for the fun and you will walk away with the knowledge you need to accelerate and grow your business.