Two Ways To Add Value To Your Customer Service
Tuesday October 27, 2009
If you were a speaker, you'd probably do the same as I do. Spend time at the conferences you speak at, schmooze with attendees and listen to/learn from the diverse range of presentations given by other motivational and business speakers.
A recurring theme you would have heard (mainly in Australia) is the importance of: differentiation by adding value to your customer service rather than competing on price.
In my humble opinion, in addition to improving your 'face to face' service, loads can be accomplished through improved /increased communication with customers.
The mechanics of this is easy: calling, visiting, emails, letters. I've given you the how-to through tips and ideas in this newsletter, books and my subscription program. Let's turn the tables around to you.
If you were to scan the information you hold in your customer and / or marketing database, I'd be willing to bet on one thing:
It's egocentric
What do you mean Debbie?
Beyond the obvious contact details, is the information you keep about them relate only to the business they have done with you? Beyond basics, you can't really add value with this.
The way to add value to your customer service through communication is to:
1. Send them information that will make them more successful.
The way to really mess it up royally is to send them irrelevant information.
With good data, you can:
- Pinpoint, target and profit:
By sending the right information to the right person at the right time. - Take up opportunities:
In NZ KiwiSaver (an employer focused superannuation plan) is being actively discussed in the press. Eight financial institutions have been selected. How many financial planners do you think would have the information in their database of which clients run companies so they can do an immediate mail or email merge to the relevant clients and start a "I'll help you" conversation? How many of the institutions do? - Carry on conversations with prospects.
Not everyone is able to do business with you immediately. So what can you write / email to them to carry on a conversation until they're ready to do business with you? If it's only about you, you, you - do you think they'll read it and care? - Bring retail clients back
Why would someone be loyal to your business? Why send sales flyers at the beginning of children's soccer or rugby season to people who don't have kids?
The road to success is for you to step into their shoes and think "if I were x, what would I be interested in? What makes me more successful? What will make me want to do business with them".
By answering these questions and then addressing them to your clients - well then you're on the road to adding value.
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Debbie Mayo-Smith called the Queen of Productivity is an International Motivational Business Speaker and best selling author! (http://www.successis.co.nz/) Let Debbie help you with easy practical ways to improve your business profitability, personal productivity and work life balance. Debbie lives in NZ and travels the world speaking, writing and training.