The No. 1 Way to Leave a Lasting Impression on Your Customers
When it comes to customer service, every single customer interaction is the most important one you’ve ever had. Here’s how to leave a lasting impression on your customers every time.
You never have a second chance to make a first impression, the old adage goes. Little did its originator likely know just how important those wise words would become. A modern addendum to that phrase is though is adding that the last impression is also just as important. However, when it comes to leaving a lasting impression on your customers, this customer service tip can’t be ignored.
Before we spill the beans on arguably the most important customer service advice out there, though, we think it’s important to qualify just how critical good customer service is to your business, and where to identify flaws that you might not even know exist.
Why Customer Service Matters
When interacting with customers, you’re typically providing them a service. And while a job well done should incite thanks from them, it’s important to frame it differently from a business perspective. Why? Because every customer interaction you ever have is the most important one, every time. Therefore, aim to treat your customers like they have provided you a service, not the other way around.
Here’s what it can mean for your business:
According to statistics from a 2011 poll compiled by Help Scout, 78 percent of customers reported that they had “bailed” on a transaction or not made an intended purchase because of “a poor customer service experience.”
But instead of looking for a solution to the issue, another report showed that 96 percent of unsatisfied customers voiced no concerns, and that 91 percent of them just chose to never do business with the company again. Only four percent of dissatisfied customers ever voice their displeasure, per the report, which means you might not even realize a customer is unhappy until long after they’re spending their dollars with a competitor.
Awareness actually seems to be a huge issue in the customer service landscape. Another survey showed that 80 percent of companies reported that they believe they deliver “superior” customer service, while just eight percent of customers agreed with that assessment. That’s a massive discrepancy, and indicative of a larger issue.
However, just because consumers don’t usually tell the business they’re unhappy doesn’t mean they won’t talk at all. In fact, according to data from the White House Office of Consumer Affairs, consumers are 200 percent more likely to spread news of a bad customer service experience to friends, family, and acquaintances than they are a good one.
Further, research shows it takes 12 good customer service experiences to make up for one unresolved negative experience, and that nearly 60 percent of Americans say that they would consider trying a new brand or company simply for a better service experience — even without a negative customer service experience prompting them to make a switch.
On the flip side, seven in 10 Americans reported that they’d be more willing or more likely to spend an increased amount of money with a store or brand that they believe has good customer service.
All of this underscores the need not just for a good customer service solutions plan, but also the practice of excellent customer service in every single interaction. Going above and beyond needs to be the norm, not just something extraordinary, and awareness of best practices needs to be a foundation of your customer service management.
To learn more about how Marilyn Monroe Spas goes above and beyond for its customers and franchisees alike, download your FREE copy of our Franchise Brochure in the side column.
Leave a Lasting Impression On Your Customers
The easiest and, arguably, best thing companies can do to leave a lasting impression on their customers is to simply humanize your business and your customer service. The quickest and most natural way to do it? Personalization.
Surveys showed that nearly 40 percent of consumers reported that personalization was the most important aspect of a “happy” customer service experience. Nearly 90 percent reported that they would pay more money to ensure a better customer service experience, and 70 percent reported that their buying experiences are based on how they feel they are being treated.
This extends outside the walls of your business. In a 2011 report, 67 percent of customers reported having hung up the phone out of frustration due to not being able to talk to a real person, while 75 percent of customers reported that they feel it takes too long to reach a live agent – typically, two minutes is the threshold for how long they’re willing to wait.
Even in a company that doesn’t require customers to sit on an automated line for some type of service, there are important details to be taken and applied from this data: Namely, that customers demand a quick customer service offering in which they can talk to a real, knowledgeable person. Implementing that strategy in one of our Marilyn Monroe Spas is as simple as having a well-trained employee who knows the business working the front desk, answering the phone, and greeting clients when they walk in the door.
Fortunately, that’s exactly what our business model entails. Thanks to our top-notch training and support program for franchisees, employees and business owners alike are trained to have the answers and solutions their customers need when facing any type of dilemma. The training we provide and that you, in turn, give your employees is critical to your success: Data shows nearly 80 percent of consumers reported that a competent customer service representative was the most important aspect of a “happy” customer service experience – except that “customer service representative” isn’t always someone on a hotline or at a front desk, but rather whomever they encounter and talk to about their problem.
That’s part of why our business model leaves an impression on our customers. When clients enter your Marilyn Monroe salon and spa location, they’re immediately greeted with a warm, chic atmosphere that exudes comfort and makes them feel right at home. And with the red carpet rolled out to welcome them and a smiling face waiting to greet them, your customer service impression immediately gets off to a roaring start.
Interested in franchising with Marilyn Monroe Spas? Contact us today to speak with a representative and begin your journey to business ownership.
1All data referenced via Help Scout’s customer service report. https://www.helpscout.net/75-customer-service-facts-quotes-statistics/