What do I mean when I say great customer service doesn’t cut it? Isn’t great customer service one of the top selling points of any successful business? The answer is, not exactly.
Unfortunately, this valuable selling point has become so overused, it doesn’t even register with consumers anymore. No one in business would make a claim to anything less. Anything short of “great” or “exceptional” doesn’t even warrant a mention.
At the same time, great customer service is one of the top qualities customers are looking for in a business, particularly a service-based business. So, how can you get this across in your marketing in a way customers will notice?
The key to bringing your customer service into view as a unique selling point is drilling down to the specifics. To determine those specifics, you need to closely examine every aspect of your customer service along your sales and service path. What are those small and big ways that your business differentiates itself from your competitors? If you don’t have a distinction that sets you apart, what could you implement to bring your customer service to a higher level?
To give you an idea of what to look for or to implement in your company process, let’s look at some examples of companies that demonstrate their superior customer service in unique ways.
Apple sets the bar with simplified online repair scheduling.
Need a repair to your iPhone, iPad or Mac? You can schedule the repair online with simple-to-follow instructions. Apple even locates your nearest service center and provides available service appointments. When you arrive at the Apple Store for your repair appointment, you are greeted as you walk in -- there’s no looking around wondering who to talk to or which counter to go to. The greeter takes your name and checks you in electronically, then directs you to the service counter, where you will be helped by their service team.
Looking at your own customer service, how are you simplifying the process? Start with your website. Do you have online scheduling for any or all your services so customers can schedule 24/7 instead of just during business hours? Do you have online chat available on your site, where customers’ questions are answered immediately? The words “simple” and “easy” are both great ways of telling your customers how you excel at customer service.
Burger King steps it up with customized ordering.
Burger King’s slogan, “Have it your way,” speaks to its exceptional customer service. What’s most ingenious about this marketing ploy is the subliminal implication that other fast food burger restaurants won’t let you “hold the onions.” By emphasizing this aspect of its customer service, the brand distinguishes itself as the restaurant that puts customers’ desires first without slowing down its “fast” food.
Customized service doesn’t usually pair with easy and simple because custom requires more options to choose from. If you can make custom requests simple, you have a big win in your customer service area, and you need to promote it heavily. You also need to realize that not everyone is looking for simple and fast. For many customers, “having it their way” is more important than having it fast. Learn what’s important to your audience and market accordingly.
Amazon Prime gets it to you fast and free.
A lot of companies offer free delivery for some or all orders, but Amazon recognized that the cost of delivery wasn’t the only roadblock for online sellers. In this “I want it now” society, Amazon’s quick delivery methods have won the hearts of consumers. Being able to order online and receive your purchase within two days, or even the same day in some places, has made them a favorite among consumers.
What do you do to save your customers time and hassle? Make that your specific customer service calling card. Can they count on you to always be on time? Capitalize on that by guaranteeing it. Are you a junk hauler that will deliver to multiple donation sites? Toot your horn. Are you a mover who also cleans the house after the truck is loaded? That should be your calling card.
Examine these seven areas to discover the unique value points you provide that go beyond that of your competitors:
•Website
•Phone calls
•Email inquiries
•Timeliness
•Customization
•Follow-up
•Warranties
Stop touting your “great customer service” and focus on the specifics that make your service exceptional. Generalities will leave you sounding mediocre. Specifics make you stand out. In today’s highly competitive service industries, this is a necessity to achieve success.
