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Article: I Used to be Your CustomerI am the person who provides the money for your paycheck. We see each other every day, and sometimes you forget how important I am to you. I know that your boss has told you to "be nice to the customers," and some of you even wear name tags or buttons saying how important customers are, but you still don't know how to treat me. Recently, I was shopping for a particular brand of shampoo. I asked for help and you told me right where to go. I followed your directions, couldn't find it, felt frustrated, left the other two items I had in my hand on a shelf, and left the store. I went to the store right next to yours and bought the same products you had in your store. That afternoon my daughter called to see if I could baby-sit my twin grandsons. She was going shopping for their birthday presents. I said, "Sure, bring them over this afternoon." You can guess what happened. I related my experience with XYZ store in detail. XYZ store was not one of the stores she shopped in that afternoon. (I tell about nine people of my unhappy experience with a business.) I get a little laugh when I see your advertising --- trying to woo me back into your business. I would never have left if you would have smiled and treated me RIGHT. It costs you five times as much to get a new customer as it does to keep an old one. Twenty-five out of twenty-six customers will not complain. You thought since you adjust your customers' complaints that you were giving good customer service. You are focusing your energy on 4% of the dissatisfied people. In your advertising you are making great claims on how much money I can save by shopping with you. Sometimes it is insulting that you believe the reason I buy from you is only price. What I want most from your business is old fashioned courtesy, appreciation, and ways of making my shopping experience more enjoyable and convenient. I'll look for those qualities in a business, and I will buy from that business over and over. I was shopping for a particular brand of toaster that had been recommended by a friend. There was none of that brand on the shelf. An alert employee noticed my plight, found out what I wanted, went to the storeroom and brought me the toaster. The employee was friendly and gave his full attention to me. I felt so comfortable with the service that I bought some other items I had been considering. The person at the check out register was cheerful, made good eye contact, and said, "We appreciate your business." She said it with conviction, and I believe she meant it. I could hardly wait to tell someone about my good experience. The next morning at work during the coffee break I related to my co-workers the personal attention I had received. (On the average, I tell five people of a pleasant experience I have had with a business.) The next time you see me in your business, remember, I am the person who provides the money for your paycheck. People Smart Tools provides customized customer relations training for your staff. For more information go to 5 Steps To Creating A Customer Stampede. The data reported in this article is based on studies conducted by TARP, a Washington D.C. based research firm. Rights to Reprint |
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