According to the latest BBB/Gallup Trust in Business
Survey, one in five people surveyed specifically cited good customer service as
a prerequisite for building their trust in a business. As a pioneer in dispute
resolution, BBB is offering advice on how businesses can maintain high levels
of trust through customer service and satisfaction programs.
A dissatisfied customer is not a lost cause. According to
a recent Harvard study, an unhappy customer can be turned into a repeat
customer 80 percent of the time if the business takes action and provides effective
customer service. BBB offers the following tips to keep customers satisfied:
Start with a vision
The first step is having a mission statement or vision for
the business that clearly states the priority of providing excellent customer
service. Some businesses even include customer satisfaction as part of employee
evaluations.
Make customer service
representatives accessible
A recent survey by Vocal Laboratories found that, when
asked which factors were most important in providing good customer service, 82
percent of respondents said “Make it easy for you to reach a live person (if
necessary).” Customers need to know their complaint is actually being heard and
only become angrier if they can’t talk to an actual person.
Training, training
and more training
A well-trained, knowledgeable and courteous staff is a
business’ first line of defense. Establish regular training sessions where employees
are updated on emerging products and services provided by your business. BBB
also recommends that employee undergo formal training in dispute resolution, including
how to handle irate customers.
Grant authority to
staff to resolve disputes
The Vocal Laboratories survey also found that, when asked
which factors made for bad customer service, 37 percent of respondents answered
“The person you spoke to didn't have the authority to help you.” Whoever in the
company is responsible for fielding complaints should also have the authority
to resolve common problems without talking to a supervisor.
Don’t forget to
follow up
Customers who voiced major concerns and problems still
need to know that the company cares even after the issue has been resolved. Businesses
can show that customers’ satisfaction is a priority through simple outreach via
notes, e-mails or phone calls.
Learn from common complaints
Learning from customer complaints is one of the best ways
to find areas for improvement within a business. Management should continually
monitor complaints for trends and recurring problems. Working to resolve the
underlying issues leading to common complaints can have a major impact on the
experience of many future customers.
For reliable advice and best practices on dozens of topics
related to running a successful small business, start with bbb.org.
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