Retail Observer

RETAILOBSERVER.COM JULY 2024 30 C ustomer service can make or break a business – especially in the appliance service industry. Every customer interaction and touchpoint, whether online or in person, is an opportunity to highlight how your business treats its customers. Achieving highly successful customer service starts with intention and personalization. Here are six key actions that will help appliance service companies get started: MAKE YOUR CUSTOMERS FEEL HEARD Listening sincerely will go a long way toward making your customers feel validated and valued, in positive and negative situations. The knee- jerk response is often to downplay the problem, or answer a question as fast as possible. But these responses ignore the great power of listening. It's easy to jump to a conclusion after hearing just one sentence, when there's likely a lot more to the story. Give your customers the time and space to say everything they need to, before you respond. Interruptions, however well-intended, risk leaving them feeling unheard or misunderstood. Acknowledging their feelings and frustrations can help soften a challenging situation. Before you dive into a defensive or fix-it mode, let them finish. Listening with a clear intent to understand is a courtesy that most customers will not soon forget. LOOK FOR PATTERNS When customers repeatedly ask similar questions or offer the same suggestions – pay attention to these trends. While you cannot please everyone, consistent feedback on the same topic may point to an issue or gap in what you're currently offering. Addressing these common concerns with permanent solutions is a surefire way to grow your customer loyalty and attract new customers. It all goes back to simply listening and making the customers feel heard. READ BETWEEN THE LINES What are your customers really saying? Some people struggle to articulate their thoughts, while others may want to avoid conflict by softening their words. Others will react with emotion instead of voicing the real root cause. In each case, it's important to look past the superficial message and understand what's unsaid. The customer who casually asks about your return policy is probably worried about buyer's remorse – and could benefit from learning the details of warranties and product protection options. The shopper who complains that your prices are too high may be concerned about quality. Understanding the secret must-haves and criteria can make a world of difference in your customer relationships. ANTICIPATE CUSTOMER NEEDS Learning to anticipate your customers' next question before they ask will show them that you're listening and eager to understand. Previous customer interactions can help you make educated guesses. Making the customers feel that you understand their unspoken concerns will show them that your business "gets" them and will position you as go-to experts who know your products inside and out. ENCOURAGE FEEDBACK It's vital to offer simple ways your customers can provide feedback. Position a suggestion box in a well-trafficked area of your store. Provide a phone number and email address at the bottom of your receipts and on your website. Ask the customers to take a quick survey to help you improve your service. Create an atmosphere of open dialogue to build trust and prevent them from expressing their frustrations with negative reviews online. When customers offer feedback, good or bad, be sure to follow up, thank them for their time, and make them feel needed, valued, and part of your brand-improvement story. CELEBRATE WINS WITH YOUR CUSTOMERS Look for opportunities to be part of your customers' lives. Did a customer buy a new home? Expand their family? Celebrate an anniversary? Have a birthday? Paying attention to their major milestones and celebrating with them will build relationships and encourage loyalty. It's more genuine to show that you care with real actions than only with words: actions that prove you're paying attention and personalizing each experience. We all regularly find ourselves on the receiving end of customer service. If we're honest, we tend not to remember the "okay" experiences, but only the ones that were either terrific or terrible. Going above and beyond for the customer may sound simplistic, but in a world where average is too often the norm, you can realize the potential to WOW your customers by practicing these six simple tips. And don't forget the golden rule: Do unto others as you would have them do unto you. S E R V I C E D E P A R T M E N T RO CUSTOMER SERVICE IN TODAY'S WORLD Stephen Mistovich www.misto-marketing.com

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