Offering an exquisite product or service no longer suffices for economic success. Interestingly, many of the most successful Fortune 500 companies do not sell a superior product against their competitors. What is the secret? Business success completely lies within customer service congruency.
Regardless of the product or services your company has to offer, the overall success is commonly attributed to several key factors: branding, pricing competitiveness, and creative advertising. All these elements are essential ingredients to an effective business plan, and corporations spend significant capital on developing the brand – only to double these expenses with a robust advertising campaign.
Alas, the monumental day has arrived when the many elements of your business plan culminate to a pinnacle, and they simultaneously begin to penetrate the industry you serve. You have sparked genuine curiosity, striking a chord with those who desire your services. Potential customers peruse your offerings and begin the inevitable due diligence process to make a purchasing decision. What comes next is critical – predicting the success or failure of your company.
It’s not what you say, or how you say it – the key is congruence of the two.
Statements such as “Inquire Within,” or “We are here to help – Just Ask!” have become the norm within any entity which strives to portray a friendly, customer service oriented atmosphere. Most savvy entrepreneurs understand that solid customer service will empower an organization to achieve substantially higher levels of growth in a shorter period of time. With this knowledge common place for business owners, they tend to go to extremes, regularly overemphasizing their willingness to be at the disposal of their clients. “E-Mail us Today!” is complimented by a “Money Back Guarantee!” Indeed, the list of customer service promises unfurls infinitely.
Your marketing efforts have availed success, your business is now launched, and your customer service efforts are well intact. A formula for success…in theory. In practice, significant caution paves the road ahead. The statements which are so freely utilized to entice a client must be practiced to an infinite degree. A business must implement the art of under-promising and over-delivering to ensure true success. Without actions that cement your customer service promises, you cloud the confidence of a potential customer.
Psychological scars impact how we advertise.
How many times have you strolled through a major department store semi-lost, scouring hundreds of thousands of items hoping to stumble upon the product in need? As you search for the needle in a haystack, you spot an employee who wears the button, “Ask me – I am here to help!” The mirage of customer service appears, as you are delighted that the company trained the best in employees to help you find your needle! You approach the young lad, and with confidence, you ask him to direct you to your needed item.
Unfortunately, this story does not have a happy ending. We are often met with those who shrug off our questions with answers that are half-hearted – or on occasion, the employee pretends to be deaf to your question as they text message their friends about their plans for the weekend.
Many of those who read this are nodding their heads in agreement, as they too have had a similar experience. As with any situation, our minds will learn and grow from our experiences. What have we learned, and how do we grow from this? Most consumers have learned to take the generic “We are happy to help you” message with a grain of salt. They have grown into a state of skepticism, approaching new companies with extreme caution.
Match your ebullient claims with enthusiastic actions.
Subsequently, your customer service initiatives must be congruent with your messages. If you proudly claim that you are willing to help, or have open arms to new clients – be sure to follow through on these statements. If your website offers live help, ensure that it is staffed and available for inquiries. If you offer a money back guarantee, do not make the client jump over many hurdles, climb a mountain, and win a triathlon in order to receive their refund.
Companies who care, and show their true commitment to customer service, have already won an important battle in the war of business success. Make sure your actions speak louder than your words, and those valuable first and repeat customers are yours for the taking