In the last post, we talked about the first secret to building a solid customer service plan and how to decide what your vision is.
Today we’ll talk about the second secret in taking your satisfied customers to raving fans. You must know what your customers want. Know who your customers are, and you will know better how to serve them. Having a defined ideal client is really important here. An upper-class woman in her 30’s is going to have completely different expectations than a working-class man in his 50’s.
When considering what your customer wants, there are four main areas to focus in:
- Listen to your client
- Ask Your Customers Sincerely
- Offer More than Just a Product/Service
- Know When to thank them for their feedback
These are all important when deciding what your customers want out of their experience.
Listen to Your Client
You need to listen to both what they say and what they don’t say. Clients may say they want one thing and mean something else. For example, if your customers are begging for lower prices, you may find their real priority is quick delivery. Your clients fall into four categories.
First, you have the raving fan; they’re the person who will self-identify with your brand. Take, for example, the hipster that will say I will only use apple products. Most of the time, they love what you do and provide you with positive feedback. This is your 20% sweet spot. However, if you’re looking to grow or pivot, you have to listen to what they say and prod them for negative feedback.
Second, you have the passive client; you need to listen to customers who only reply with “fine.” These customers are so used to bad customer service they only give a monotone response. Think of the client that leaves the 3-star review and writes it was good—clearly, no a lot to go on here.
Third, you have the silent client. Listen to your “silent” customers. These customers don’t bother to complain because the service is so bad they’ve just given up and don’t feel like their voice matters. They feel unwanted, and when a competitor shows up, they’ll be gone.
Lastly, you have the detracter or “Karen.” These are your clients who had such a negative experience that will actively try to cause harm to your business. This can be in the form of a poor review or youtube rant. It is essential to make sure that you have a plan in place to handle these people. One suggestion is to create a Non-ideal client profile; this will allow you to figure out who that person is before they even have a chance to buy from you.
Ask Your Customers Sincerely
If you aren’t sincere when you ask their opinion, they will see right through you. It is essential to understand why you are asking them for their feedback. Are you truly prepared to take feedback and make changes? If not, don’t ask. Client feedback is not an opportunity to pander to them in an attempt to create some false value. This is your chance to reengage them and keep them as loyal customers.
You need to ask them sincere questions that get them thinking about their experiences. Make them feel like you really care, and you should!
Extra tip: If you have a plan of how their feedback is being used, share it with them during your review process.
Offer More than Just a Product/Service
Your customer service process does not just start after you have completed the sale. Make sure you are thinking holistically about your client’s experience. It starts from the first contact and continues indefinitely.
Your customers are looking for much more than a simple product or service; they are looking for an experience that makes them feel good. They gauge every step of the process with a value. When you consider this and treat them like people, they will feel like they belong. That is when your product or service becomes a community.
Know When to Ignore Them
First, you must acknowledge that your business is not for everyone and everyone is not your customer. You will sell to people, and people will buy from you that really shouldn’t have.
It is okay; in reality, you can’t give them everything, and some people you will never make happy. You have to set limits and stick to them. If your vision and company don’t meet the customer’s needs, they will be best suited elsewhere.
Be direct, tell them this is not working out, and create a process to help them find the right place for them, and then move on to those you can help.
- Who is my customer?
- What are my goals for my customer experience?
- What questions can I ask to make sure I am delivering on that experience?
- How will I use their answers?
Now that you have learned some quick tips and tricks. If you get stuck, I am happy to answer questions. Email me: firstname.lastname@example.org