Is Your Customer Service the Best It Can Be?

by Skip Cohen

​Over the last 2-3 years, I've been burned three times by online purchases, and it's always the same. It starts with a great product I'm interested in from a company I've never heard of.  Then comes a reasonable price or a terrific sale, followed by one mistake after another, including incorrect charges, shipping a different product, or the product never arriving. I always use American Express because I value their commitment to chargebacks and credits to the cardholder when there's a problem.

All three of my purchase challenges have been with Chinese companies that don't understand how to do business in the US, and they don't care. Their ads look good and usually come up in Facebook notifications. One company actually boasted fast shipping...but as it turned out, they were only referring to how long it takes for them to pick the order and get it out of their warehouse.

Three strikes and you're out - I'm done with these online purchases from random companies, but it has got me thinking about the profile and image each of you, as small business owners, presents to your community.

If you want to stand out today, exceed expectations. Most of you are short on staff, but there's still a point where consumers deserve to feel the love! It's about respect and feeling like their business matters.

• When you're contacted, respond to people as quickly as possible. Nothing beats a phone call, regardless of how you were initially contacted.
• Check your email several times each day and respond quickly. Don't forget to keep checking your spam folder.
• Repeatedly proofread everything you publish. Have someone outside your business review the materials you're presenting to the public. So often, we think what we've written is clear and understandable, but having another person review it brings in different perspective.
• Listen! There's that old line that's so appropriate: "You've got two ears and one mouth - so listen twice as much as you speak!"
• You can learn the most from an unhappy client. There's an expression that a pancake always has two sides - so consider their expectations versus yours.
• Give people solutions, not stall tactics.
• Smile when you're on the phone - you'll be surprised how it comes through on the other end of the line.
• Make your customers feel important.
• Follow up after talking to them. Build relationships, not one-hit wonders.

I'm not sure there has ever been a time when companies have had a greater opportunity to be leaders in marketing and business. Best of all, it's not rocket science - just common sense. As a small business owner, you've got more power than you've ever had before!

​Looking for help on more ways to make your brand stand out and become known for outstanding service? Shep Hyken is a NY Times best-selling author, speaker, and friend. ​​Shep's website is jam-packed with great content. Everything he shares is about building a reputation for outstanding customer service — and it's all just a click away.

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Customer service is the experience we deliver to our customer.
​It's the promise we keep to the customer.
It's how we follow through for the customer.
It's how we make them feel when they do business with us.
Shep Hyken