On the Daily Mail website last month a story was published citing PC World and Currys voted as the worst places to buy a computer on the high street.
Nearly seventy percent of the business at Bespoke Computing Ltd is a repeat sale, so you have to ask: what do PCW and Currys get so fundamentally wrong?
Would better customer service get them a better reputation and more sales?
Absolutely! Without customers you have no business so why shouldn’t you look after them a little? This doesn’t have to mean discounts or giving stuff away either.
If you’re not convinced then read the next link. About 68% of the customers your business loses will be down to ‘perceived indifference’, they feel you simply don’t care about them. Sound made up? When was the last time you asked your customers what they think?
When you do call up your customer to see what they think, what about asking for some feedback on the product or service you provided them? You might think you know what is going through their heads, but do you?
There is another important statistic. It costs between seven and ten times more to recruit a new customer than it does to culture an existing customer. Why send the customer away after spending your marketing budget to get them in the first place?
You no doubt knock spots of the competition and give your customers everything they could ask for, but here are a couple of little things that will really help you get that edge.
Try asking your customers two simple questions to start with; ‘what was it about XYZ that you liked?’ and ‘what one thing could we have done better’? The hardest part is to listen, take onboard the feedback and do something to improve.
Now ask yourself this: if your customer is a happy customer, who else do they know that might benefit from the service you’re giving them? Now when you’re asking for feedback, ask your customer the same question.
Two other questions to consider: ‘did you know we also offer XYZ service?’ and ‘could we use your feedback on our website as a testimonial?’
Looking after your customers is essential to a successful business. It doesn’t have to be expensive and can be as simple as a phone call, are you doing it yet?
Totally agree. Throw away the blunderbus and put the telescopic sights on your sport rifle. Now you can pick off just the clients you want that fit your companys offering.
Having done that cultivate them. Stay in contact. People get promoted and move on. Do you know who the decision makers / influencers now are? You need to if you want the next sale.