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There\u2019s a great caf\u00e9 in downtown Milwaukee with a novel-sized craft beer menu and one of the best outdoor patios. In your own city, I\u2019m sure you probably have some place similar.
\nWhat brings me here several times a month, though, isn\u2019t either of these things.
\nIt\u2019s the sweet potato fries. Hand cut, lightly salted, and served piping hot. (Queue the drool.<\/em>)
\nWhile this bring me in, as delicious as they are, it isn\u2019t the reason why I keep coming back.<\/strong>
\nLike any smart business, this caf\u00e9 has staffed themselves with friendly, helpful, hardworking people. And those who aren\u2019t usually don\u2019t last. Their establishment is clean, their prices are fair, and they serve a quality product.
\nOh, and at the end of every meal, they include a survey card next to the bill.
\nIf I asked you to raise your hand if you believe in customer service, I bet you would. If I asked you if you think you provide great customer service in your own business, I bet you\u2019d raise your hand again. Now, here\u2019s the really important one. If I asked you to raise your hand if you have a customer service strategy in place to gather, evaluate, and respond to customer feedback, would you be able to?
\nBelieving in customer service and wanting to provide the best for your customers are fine ideas, but they aren\u2019t enough to keep them coming back time and time again. And bringing their friends.
\nSo how do you start building your customer service strategy today (or re-evaluate the old, dusty one you\u2019re currently using)? Here are 5 ideas to get you going:
\n1. Be open.<\/strong> Not every one of your customers will love you all of the time and that\u2019s ok. Criticism and bad experiences hurt, but being open to hearing it regardless helps you do something about it.
\n2. Provide an outlet.<\/strong> Whether it is a survey at the bottom of your customer\u2019s receipt or a comment card that you leave on their passenger\u2019s seat to return for an upgrade on their next oil change, give them a place to voice their experience. You might think you know how your customers feel, but you know what they say about assuming.
\n3. Follow up.<\/strong> Follow up with the good, the bad, and the greasy. Say thank you for the loyalty and support. Call an upset customer and listen before telling them how you\u2019re going to fix what made them mad in the first place. An angry customer you connect with is an opportunity for a second chance. An angry, unheard customer will just go away forever.
\n4. Measure twice.<\/strong> Now that you have insight from real customers, take a look at what you\u2019ve got in front of you. Why did you customers rate your Center Manager lower last quarter? What action resulted in 52 new, referral jobs in June?
\n5. Get to work.<\/strong> Change is never easy, but it is better than giving up market share to your competition. Pick a few customer service opportunities to start, like taking your average waiting room impression from a 2 to a 4, and don\u2019t quit until you succeed.
\nI wouldn\u2019t be surprised if the percentage of all customers who complete a survey card at this caf\u00e9\u00a0(and some while eating sweet potato fries) is 50% or less. Heck, it\u2019s probably more like 30%. But how much less customer feedback would they have if they didn\u2019t even offer that card at all?<\/p>\n
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