QUESTION: 'I AM THE OWNER OF A DYE SHOP and I have some service problems, especially complaints from my clients. I have tried to teach my staff to be friendly, to smile at clients and give them the best treatment. However, I keep noticing customers who do not return, who get angry and demand better service from us.
Why, if my staff is more courteous, have we not been able to improve the opinion of my clients? Why am I not getting many of them to return? '
Pedro González, Mexico. DF
ANSWER: Many customers do not return to our businesses, because they do not receive the service they expect and prefer to seek it elsewhere.
Kindness is something that customers do not despise, but it has more to do with good service than with good customer service. Good service involves more elements in addition to courtesy.
The most important thing for a client is the fulfillment of their expectations. This is achieved through two premises: that things are done WELL and that things are done ON TIME. In the case of your business, compliance means that the clothes are well washed and ironed, on the day and time promised to the customer.
Fulfillment actually means that the customer receives what they have purchased. If you have been concerned about being kinder to your customers, but you do not comply with what you offer them, they will hardly return to buy from you, because they will consider having received a bad service.
Often times, companies promise a lot to customers and deliver little, thus losing many buyers. Consequently they must invest heavily to attract customers and sustain the business.
Worst of all, often, to attract new customers, they offer seemingly more attractive products and services to potential consumers who respond to the invitation, but usually end up disappointed by not receiving what they expected.
But if you want your customers to return (consistent customers are the best for any business) and to recommend your good service, you must deliver on the offers you make.
Exceed your expectations
Customers consider that the company is fulfilled when it meets or exceeds what they expect from its products or services. Clients have expectations of actions or conditions not offered by the provider, but which they take for granted.
For example, in the case of the dry cleaners, the customer is promised to deliver the clean clothes, on the stipulated day. But by asking your clientele you will also find what you expect:
- That the garment is well washed and ironed. That there are no missing buttons. That the hem is not damaged. That they do not deliver the stained garment, even if they have delivered it that way. That they do not deliver it badly ironed. That it is not stapled. That it is not They give you the wrong garment. That it will not have an unpleasant aroma. That it has not been lost. That it is not discolored. That it is not mistreated.
The customer considers up to 11 different characteristics to consider that their dry cleaning service met their expectations. With one of them that is not fulfilled even though you do not offer them, it will cause the customer to perceive a bad service.
Think about what you would demand if you were your own customer, or if you bought the service from another business; With the resulting list, begin to take actions so that the customer can be met, and then: If you will provide quality service for your customers. They will appreciate it and come back to buy from you again, refer more customers to you, and have more sales. Also, good service is the hardest thing to imitate for any competitor.
