Have you ever asked yourself, “What do I expect as a customer?” I think we expect friendly interactions, our problems solved, accuracy and flexibility and action if something goes wrong. Lastly, and maybe most importantly, we want, need and expect to feel cared about.
Do we provide that to our customers at our stations? My guess is we are all very friendly most of the time. Now the hard questions start!
Do we know what our customers are going through within their own business or their industry? Do we know their day to day challenges, their market or industry conditions? Do we know what their problems and challenges are? Hard to solve their problems if we don’t know this stuff!
Are we fiercely passionate about solving their problems? Do we take the time to not only ask but to listen to what they say and observe what they are really telling us through their body language and tone? How developed are our listening skills at all levels?
Most of us pride ourselves on accuracy. Advertiser buys spots and impressions, we deliver spots and impressions. But are we flexible? Are we quick to adjust if expectations are not being achieved? Do we even know what the expectations of our customers are and how they will measure results?
More importantly, do we really care? I mean REALLY care?
What do we do when something goes wrong? There are tests that indicate we can have as high as an 80% retention and increased loyalty rate based solely on how we respond when things go wrong! Do we go the extra mile to make amends immediately, retain that customer and increase our loyalty rate?
And lastly, are those who touch the customers daily allowed to make decisions? After all, they are the ones faced with “the moment of truth” with the customer and the clock starts ticking immediately. Is your station really committed to customer service as part of their DNA? Do the employees fully understand the definition of “customer service” within your station? Do they have the training needed to perform with passion and confidence? Are they trusted to do the right thing and their judgment respected? If not, what’s missing?
From The Key To Customer Loyalty created by the Ken Blanchard Companies:
Creating an aligned organization that is focused on customers means creating an energizing environment for employees and balancing concern for people with concern for results, and making sure that the first drives the second. It continues by building the leadership capacity necessary to create engaged employees who are passionate about delivering that experience and understand how their role fits into the overall picture.
Lots of questions in this post. One more –“What can I do to better serve you?”
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