In the last post, we talked about the first secret to building a solid customer service plan and how to decide what your vision is.
Today we’ll talk about the second secret in taking your satisfied customers to raving fans. You must understand who your customers are and they want. When you know who your customers are, you will know better how to serve them. Demographics are really important here. An upper-class woman in her 30’s is going to have completely different expectations than a working-class man in his 50’s.
There are four main areas you need to consider and plan when figuring out what your customers want:
Start with empathy:
- Listen to Your Customers when they give unsolicited feedback
- Ask Your Customers Sincerely for feedback
- Offer More than Just a Product/Service
- Know When to Ignore Them
These are all important when deciding what your customers want out of their shopping experience.
When you start with empathy, you start looking at your customers as real people with real needs and desires. This means that you will truly know what they need.
Listen to Your Customers
You need to listen to both what they say and what they don’t say. Customers may say they want one thing and really mean something else. For example, if your customers are begging for lower prices, you may find out their real priority is quick delivery.
Also, listen to your “silent” customers. These are the customers don’t bother to complain because the service is so bad they’ve just given up and don’t feel like their voice matters. They vote with their feet, when a competitor shows up, they’ll be gone.
Lastly, you need to listen to customers who only reply with “fine”. These customers are similar to the “silent” customers in that they are so used to bad customer service they only give a monotone response.
Ask Your Customers Sincerely
If you aren’t sincere when you ask their opinion, they are going to see right through you. You may be thinking, “What about the customers who aren’t saying anything?” You need to ask them sincere questions that get them thinking about their experiences. Make them feel like you really care, and you should! Customers must feel heard, so remember that you need to let them know that you have heard them, and if you are making changes let them know.
Offer More than Just a Product/Service
Your customers are looking for much more than a simple product or service, they are looking for an experience that makes them feel good. They gauge every step of the process with a value. When you take this into consideration and treat them like people, they will feel like they belong.
Know When to Ignore Them
You may think this goes beyond providing good customer service, but in reality, you can’t be everything to everyone. You have to set limits and stick to them. If your vision and company don’t meet the needs of the customer, they will be best suited somewhere else.
These are the steps and tricks to figuring out what your customers want and how you can use them to work on your customer service vision and plan.
If you get stuck, try our GUIDED TOUR and let us help you through the process.