As business owners, we spend a lot of money on marketing and advertising to bring our customers to our business, but what are we doing to make their experience a great one so they keep coming back and referring others?
Recently, I went to get an oil change at my local car dealership. When I bought my car, I also bought the maintenance package that went along with it so that I could just go in to get service without having to think about it. It seemed like a great idea at the time until I went to use it for the first time. I called the dealership to schedule my service. The operator sent me to the service department where I was stuck in an endless loop of hold music. You know what I mean, it’s annoying, isn’t it?
After several minutes I finally got back to the operator where she told me to schedule online. Ok, I get that, maybe they were short staffed and there was only one person taking care of 6 customers at once. Things happen so I called back later that day and the same thing happened.
I then went to their website to schedule my service the next day. I know a lot about a lot of things but other than how often you’re supposed to get an oil change; I rely on my dealership to help me remember. There were lots of choices, none of which were clear cut to me.
I called the dealership again to talk to a human being and I found myself in the apparently endless no man’s land phone loop AGAIN. I finally called a 4th time and got an appointment and found out it was time for a tire rotation (this is why I rely on the dealership). Service was fine, nothing out of the ordinary.
Let’s recap, I bought a car, signed up for their maintenance package, tried to use it (4 different times) and it was too hard and took too much time. I finally got my oil change and tire rotation. The actual service is what I expected, nothing that would make me want to send others or tell others about it.
It was too hard to be a customer so I’m going to cancel my service membership and go elsewhere. Some other local business will win my loyalty and consistent business.
Let’s think about this:
How easy is it for your customer to buy from you? If you make it too hard they will go elsewhere.
From a customer point of view, how great is their experience with you? Is it memorable? So memorable that they would refer and tell others?
Are you giving your customers what they expect or something extraordinary? Make sure it’s extraordinary!
What is one thing you’re going to take action on today to move your business forward?
By: Jackie Zach
Check out our blog “5 Tips for Better Customer Service” for even more customer service advice!