Keeping Your Customers Happy

Customer satisfaction can be managed. Discontent is usually a result of a breakdown in your company's established procedure, or there's an inconsistency in the way you supply your goods or service. Here are five principles that are certain to assist you in gaining you're the desired satisfaction from your customers.

1. Pre-Established Expectations - Picture asking and having one of your customers answer 4 straight-forward questions prior to making the transaction. Ask these four questions:

- Why are you buying from our company?

- What do you desire to experience by purchasing from our company?

- What would have to occur for you to conclude you had a high quality experience purchasing from us?

- What could we do to make sure you are satisfied with your purchase from our company?

2. The Power of Expertise � What steps are you taking to be the greatest provider within your field? Consumers want the best, because they yearn for an excellent result.

Although, even above an excellent result, customers would like a predictable result. Why is it that McDonalds sells more hamburgers than any other restaurant? Because, with McDonalds, people know what to expect. People don't want to spend time anticipating what kind of hamburger they will receive. There are many places that make better tasting hamburgers than McDonalds, but no one is better at "making" hamburgers than McDonalds.

3. People only know what you tell them � We must keep an open line of communication with our customers. The moment a difficulty appears, take care of it as quickly as possible and don't choose the Ostrich Management (Bury your head in the dirt and wait for it to go away). Give your customers immediate attention. Are your phone lines always open? Is there a sufficient amount of team members who can reply to email inquiries? Do you keep your word by doing what you said you would when you said you would do it? A positive response to the previous questions will develop customer confidence; a negative answer to the above questions will demolish trust.

4. Eliminate annoyances and create successful performance habits � what habits, or procedures, or actions do you have that stop your customers from feeling satisfied on a regular basis? Are you frequently late? Do your phones have obnoxious call hold music? Is your customer's point of contact with your company cooperative and friendly, or is it brash, cold and impersonal? Is your work careless and unorganized? Your customers may see distractions that are keeping them from recognizing the true value you bring to them. Ask a couple of your customers how they feel about their interactions with your company. You may get some real positive reinforcement, or get some valuable insight on how to improve.

5. People want directness and clarity � Customers are busy people. Assuming, being roundabout, and miscommunicating wastes time. Be clear in communicating. Ask direct questions. You don't want to leave understanding to the customer's imagination.

No one needs enemies�especially enemies that were a part of your paying customer base. Keep your customers happy through following the principles we've previously stated and develop consistency in your systems to achieve a predictable outcome every time. Everyone will be happier!

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Rod Alan Richardson has dedicated his life to teaching people how to succeed in free enterprise through Leadership Training. He also offers a free Business Training Newsletter.