“Here is a simple but powerful rule – always give people more than what they expect to get.” – NELSON BOSWELL
Simple words that pack a whole lotta meaning. This quote ties in nicely with #15 of our countdown for The Top 25 Things You Should Do in Customer Service: Be proactive.
What does being proactive mean in the business world? Merriam-Webster’s dictionary defines proactive as, “acting in anticipation of future problems, needs, or changes”.
Why is this so important to a customer? Because when you are proactive, you are essentially either preventing problems that may occur – thus saving more grief by the customer – or you are helping them more than they ever expected. This in itself is like manna from heaven to a customer – the key point here being they don’t expect it.
When you give a customer more than they bargained for – in a positive and productive way – that type of action stands out. They remember you and the help you gave them. In turn, they remember your store, your business, your company, your service. They’ll tell their friends. And they’ll come back for more.
Simply reacting to a customer’s needs doesn’t cut it anymore. Of course, you may not always have the opportunity to do more than what is expected. But you need to look for those opportunities and take them.
It can be as simple as making a phone call on behalf of the customer instead of them having to do it. Or doing the legwork of finding a product for them they haven’t been able to find.
Back when I was an Account Coordinator at Coca-Cola, I had a local account where the customer was flipping out because a part they needed for their fountain installation hadn’t arrived. The part couldn’t be delivered until the next day, and there wasn’t a service tech available to get the part for them.
Since they needed it to pass an inspection, I told the customer I would go to the warehouse myself, pick up the part, and drive it to their store. Did I have to do this? No. Could I have found someone else or told the customer they had no choice but to wait? Sure.
But that would have left a very bad impression of the company in the customer’s mind. Plus, I felt bad for the customer, it was our problem to fix; I wanted to help. I didn’t mind if it took a few hours to get it all done. Just seeing the smile and relief on the customer’s face was worth it.
Even though the customer initially blamed us for the mistake, he was so impressed that I had taken the time and effort to get the part for him, he told me that was why he stayed with our company – because we could be relied on for our service.
Proactive customer service is what creates not just a satisfied customer, but a LOYAL customer. And loyal customers are sheer gold to your business.
So the next time you have the chance to do something for your customer, don’t just react – take charge and be proactive. Your customer will thank you with their business.
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