SUN CITY WEST, Ariz. — When thinking about how to build customer loyalty, the first thing that comes to mind is outstanding customer service. And not only personal customer service. You want your customers to feel good about your store in every possible way, to not even consider going elsewhere.
DON’T ARGUE OVER LITTLE THINGS (CONTINUED)
Resolve Complaints Quickly — One of the best ways to create loyalty is when resolving a customer problem in a positive way, so don’t argue over little things.
If you can turn an angry customer into a happy customer, you’ll keep them coming back.
If you give them more than they expect, you’ll not only gain their loyalty, you’ll turn them into cheerleaders for your business!
This is because people nowadays have become hardened from bad experiences with other businesses. Many are quick to go online to post a negative review of the businesses that disappointed them.
The solution is simple. First, you, and everyone who works for you, must understand that customer complaints are not burdens, but opportunities.
If you show annoyance when a customer has a complaint, if you just brush them off, or if you try to blame them, you’ll inflame the customer even more. Most people have legitimate complaints … or at least they think they do!
Let’s say a customer put in too much detergent, which is common. Suds all over the place, and their laundry came out wet. Don’t chastise them. Instead, apologize first that they had a problem. After all, it could be the washer’s fault with a blocked drain.
Next, fix the issue for them by offering to put their laundry in another washer. In other words, a free wash. Some people may still be annoyed, because they now have to wait for the free wash to run its course. In that case, offer to simply spin it out for them. Problem solved. You soothed the savage beast.
But this column is about creating loyalty, so this is what you should do next:
Offer to dry the load for free to make up for their inconvenience! You can even offer to finish it up for them as a drop-off order. Wow!
This simple act will catch them off guard and put a nice smile on their face. In many cases, you will not only make them happy and win their loyalty, you’ll turn them into de facto sales reps for your business! They now feel safe in knowing that if they ever have another problem, you’ll take care of them, which will keep them coming back.
And what did it cost you? A couple dollars? A small price to pay for free word-of-mouth advertising, and much better than having them leave unsatisfied enough to bad-mouth your business.
THE BEST LOYALTY PROGRAM IS...
If you want customers to keep returning, and to recommend your mat to others, simply make your mat better than any other.
It doesn’t need to be the cheapest, but it does need to be clean, roomy, safe, beautiful inside and out, with all the equipment looking and working like new.
You also need to understand what many mat owners do not: you need to reinvest in your mat from time to time.
I once read a story about a successful entrepreneur who was asked how he consistently maintained his business success: “Think of your business like a locomotive. It’s barreling down the tracks, but at some point, if you want it to continue, you need to keep shoveling coal into the boiler.”
And one last thing I’ll share: People remember feelings more than they remember words.
Here’s wishing you much success in keeping your customers coming back.
Have a question or comment? E-mail our editor Bruce Beggs at [email protected].
