I 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, deposited 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 babysit 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 that afternoon. (Studies show approximately 9 people are told about an unpleasant experience by a disgruntled customer!)
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 dissatisfied people.
In your advertising you are making great claims about how much money I can save by shopping with you. Sometimes it’s 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.
Last week I was shopping at ABC store 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 my coffee break I related to my coworkers the personal attention I had received at ABC store. (On the average, a delighted customer will tell five people of a pleasant experience they have had with a business.)
Go the extra mile and I will buy from you and tell my friends to do the same. The next time you see me in your business, remember, I am the person who provides the money for your paycheck.
The data reported in this article is based on studies conducted by CX Act , a Washington D.C. based research firm.
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