I was just reading an article from Businessweek with the title, "Ways to Improve Your Company's Customer Service". As I read it a couple of points jumped out at me...
First... The subhead says that businesses need to start by finding out what is not working and fix it. That is so brilliantly simple and often very challenging! Knowing what customers or guests want it not always easy! They often don't tell you. I looked at some recent research that said only 26% of guests that have a bad experience will tell you! This means almost 3/4 only tell their friends and all the people on the Internet. It is critical that businesses have a tool that they can use to get accurate guest or customer feedback, FYI - Comment Cards are not the answer!
Second... The article goes on to say, "Business owners, despite their best intentions, don't always know what it is that will most satisfy their customers. They might think it's price..." Research shows over and over that people will pay more for great service. A recent American Express Customer Service Barometer said that people would pay over 16% more for good service. The key again is knowing what the customer wants. This means getting real feedback that is actionable!
Finally... The article says that you need to find technology that allows you to find out what the guest wants. This is very important. Did you know that the methodology for comment cards was estimated to have been created in the late 1800's. Not sure that I would want to run my business that way.
If you'd like to read the entire article here is a link to it!
Businessweek Ways to Improve Your Company's Customer Service
No comments:
Post a Comment