A few weeks ago, my wife and I went to a restaurant that we frequented several times last year. We sat down at the bar and took our time figuring out what we wanted to drink. The server came over a couple of times and acted frustrated because we hadn’t yet ordered. (We had only been seated for 3 or 4 minutes.) She continued to show her impatience throughout the meal. She obviously was having a bad day.
After dinner, we paid with a gift card. We asked her to deduct the tip from the amount of the certificate. She told us that “it was their policy not to allow the tip to come out of the gift card.” Unfortunately, I had no advanced notice of their policy, and I had only a few dollars in cash in my pocket. I apologetically informed her that the tip would be small as a result of their rules. She became angry and suggested I go three blocks down the street to an ATM to get her tip! I didn’t – and we have not been there since.
In Ruby Newell-Legner’s Understanding Customers, he writes, “It takes 12 positive service experiences to make up for one negative experience.” I don’t think they will get twelve more visits from us.
This negative experience demonstrates that it only takes one bad experience to ruin the trust of a good customer. This applies to any business that has competition. Whether it is called customer service, patient satisfaction, or engagement marketing, working hard to go above and beyond good service is paramount.
According to the White House Office of Consumer Affairs, happy customers tell about 4 to 6 people about their experiences, and dissatisfied customers tell about 9 to 15 people about their experiences, Customer experience is so important to your customers, 60 percent say they will often pay more for a better experience.
According to Harris Interactive Customer Experience Impact Report, 86 percent of consumers have quit doing business with a company because of a bad customer experiences – an increase of 27 percent from 4 years ago.
Did you know that it costs 5 times as much to get a new customer than it does to retain a customer? We all invest lots of money to bring in new business, but if we have customer attrition due to inattention or sub-par service, we can’t grow our businesses.
Companies invest large amounts into advertising and marketing strategies to attract new business but relatively little is invested to keep the engagement with their customers/patients relevant and meaningful.
The Disney Institute in Orlando, Florida has been training healthcare executives, financial executives, and other business leaders for over a decade, teaching the principles of exceptional customer service. I have had the privilege of attending these sessions and instituting some of the methodologies into my BEIT® (Brand Elevation Integration Team) approach to customer service.
A great brand must have strategic awareness, perception of quality, and a singular distinction. However, great customer service must live in concert with the brand promise. I believe that you can’t get into the end zone, by simply claiming you have the best customer service – it appears that everyone makes that claim. All business must have good service to stay in the game, but with exceptional service, you can get much closer to the goal line.
To learn more about our proprietary program that can increase your customer service/patient satisfaction ratings, call me, and I’ll send you an outline of the program.
Thanks for reading.
Note: The statistics I have used for this blog are listed in the following link. If you would like to see more from Click Software click on the link below.