Most businesses today strive to put a customer service plan in place, but few achieve top-notch status for the experience they strive to provide. With customers increasingly turning to social media as a way to communicate with businesses, marketing and customer service need to be closely aligned.
Great customer service is marketing.
For a majority of businesses, there is clearly a disconnect as to how they believe they are viewed by their customers and how their customers actually view them. According to statistics provided by Bain & Co., 80% of companies surveyed said that they offer a superior customer service experience, but only 8% of their customers agreed with them.
In today’s competitive building product environment, simply having a great product isn’t enough. Customer satisfaction is at the heart of the selling process. Therefore, customer service is about the relationship with your customer more than the individual transaction.
The mail-order giant, L. L. Bean, displays a quote at their headquarters in Freeport, Maine that sums up the value they place on customers. I’ve used it as inspiration to create 10 Customer Commandments for building product marketers.
1. Customers are the most important people in our business.
2. Customers are not dependent on us – we are dependent on them.
3. Customers are not to argue or match wits with.
4. Customers bring us their needs – it is our job to fill those needs.
5. Customers are not an interruption of work – they are the purpose of it.
6. Customers do us a favor when they call – we do not do them a favor by serving them.
7. Customers are part of our business – they are not outsiders.
8. Customers deserve the most courteous and attentive treatment we can give them.
9. Customers are the individuals who make it possible to pay our wages.
10. Customers are the lifeblood of this and every other business.