Depending on the size of your business and what you’re selling, you likely have hundreds or perhaps thousands of customers.   But imagine for a moment if you had just one customer who provided all the income you made in a year (not a total fictional example, as some businesses do just have one or two clients).

Got that image in your head?

Good, then let me ask you this: how would you treat that one customer?  If that customer seemed unsatisfied, how would you soothe him or her?  What would you do to ensure that not only was this customer satisfied, but delighted with your products and service?

Whatever your answers to the above questions, that’s what you should be doing for each and every one of your customers. 

When you treat each customer as if they’re the only customer you have, they’ll feel it – and respond accordingly.  If you treat them like gold, you’ve just lessened the chances that they’ll be one of the 68% of customers slipping away to your competitor because they feel neglected.

In the beginning of this series I shared with you a story of a how a company lost my business because they never replied to my email.  This could happen to you too.

Remember, it doesn’t even matter if it’s their fault they didn’t get your reply, as the case might be if they use an email account that aggressively filters email.  Your customer might not even be computer savvy enough to know that a filter ate her email.  All she knows is that you didn’t reply …and she might take her business elsewhere.

The solution?

First off, make other means of communication available.  That means you should provide a postal address as well as a phone number and perhaps even a fax line (you don’t even need a fax machine or dedicated line if you sign up for one of the many online fax services such as efax.com).

Remember however that many people don’t want to take the time to write a postal letter to you, they won’t send a fax, and they dread getting on the phone because they don’t like talking to people, or they hate the dreaded “voicemail hell.”  Even if you don’t have that sort of system, they still might skip calling you for fear that you have an automated system.

So that leaves many of your customers using email to get in touch with you.  But as already mentioned, emails can get lost and filtered – and your customer will almost always blame you, perhaps assuming you simply didn’t bother to reply.

The solution?  Install a help desk on your site.

A help desk allows people to submit a “ticket” online …and yet still enjoy the convenience of receiving replies via email.  You can remind them that if they don’t receive a reply they should log into their ticket online, as all replies will be there (even if the email gobbled them up).

It’s not foolproof of course, since some people will forget to log back in.  However, it’s better than having all customers who don’t get emails assuming that you simply don’t answer your customer service mail.

The second thing you need to do is answer all customer service inquiries as quickly as possible.

Consider this – someone who’s sitting there with a credit card in hand but needs a question answered first will likely buy if you answer quickly. The longer you wait, the more the “excitement” of your product is going to wear off …and when emotion wanes, the prospect is less likely to buy.

Answer quickly while the customer is still excited, and you’re almost assured of making the sale.

Or consider this – you have an existing customer who has a support issue.  Perhaps they want a refund, perhaps they need support with the product.  Whatever the problem, they too deserve a speedy response.

In the case of an existing customer, the longer you wait to reply, the MORE emotional the customer will become.  And that’s not in a good way.  They’ll become more upset if they feel like you’re ignoring them.

So when we talk about a “fast response,” what sort of timeline are we referring to?

Ideally you should shoot for same-day responses.  For example, you can check your emails or support desk twice – morning and night – and take care of all inquiries.  Three times daily is even better to ensure customers and prospects never wait more than a few hours for a reply (except over night).

Of course best of all would be too answer questions as they come in throughout the day, but that’s not always possible (as you simply aren’t chained to your desk, and/or it’s not always feasible for other reasons).  If you have a heavy customer support load, then you may consider hiring a virtual assistant to handle inquiries as they come in.

Regardless of how often you check and answer your customer service emails, there is one thing you should do: tell your customers when they can expect a reply.

For example, if you check email two or three times per day, then generally customers can expect to receive a reply within 12 hours or less.

You need to also recognize that your customers reside in all parts of the world in many time zones – so you need to let them know your time zone, and your customer service hours.  That way if they send an email in what is the morning for them but the middle of the night for you, they know they’re in for a wait.

Likewise, you need to let customers know your business days.  For example, do you answer emails over the weekends?  How about holidays? 

Whatever policy you decide on is fine, but you should inform your customers – both on your customer service page and in the confirmation email you send – when they can expect a reply. And then be sure to not only meet their expectations, but reply sooner than you promised.

Customer service (both presale and post sale) begins with following through on your promises.  Is this just blatantly obvious common sense?  You bet it is.  And yet many marketers fail miserably on this one.

And here’s one of the biggest reasons why: they over extend themselves and/or jump the gun on an upcoming project.

How many times have you had a great idea for a product or service, got all fired up about it (maybe even had a sleepless night while you researched your idea), and then eventually the idea fizzled out and you dropped the project?

It happens to all of us.  But the problem is if we go and tell our customers about it.  We think we’re “building anticipation,” but if we’re not even close to completing the project when we start talking about it, then what we’re actually doing is losing credibility.

So here’s the golden rule on this topic: don’t start talking about a product or service unless you’re SURE you can deliver how and when you say you can deliver.  This is not only important for marketers launching products, but also for freelancers setting deadlines for clients.

If you’re still riding on the “idea high” and haven’t even really started on the project yet, keep mum about it.  If it’s truly a great idea, waiting a few days, weeks or even months to tell your customers won’t hurt.

Your best bet? Wait until the project is complete and THEN build anticipation for a few days or weeks before your official launch.  This ensures you can deliver for your customers …and it also ensures a competitor won’t go out and complete a project before you (as might happen if you tell your customers months ahead of time and then fail to follow through).

                Tip: getting ready for a product launch or perhaps setting a deadline for a client?  Set your deadline well ahead of your actual deadline.

                        For example, if you’re creating a graphic and expect to get it done on Tuesday for a client, tell them it will be done on Thursday or Friday.  That way if Murphy’s Law
                        kicks in (like a computer crash), you still have time to make good on your promise.  And if you get it done early, your customer will be delighted with your customer
                        service!

Tomorrow, more about promises…

The reason I told you the story yesterday, is not because I’m grumpy and wanted to whine, and certainly not because I wanted to make the company look bad (note that I didn’t even name the company).  The reason I shared this story is because it could happen to you …not as the consumer, but as the seller who’s losing business.

In fact, I can say without doubt that if you’ve been in business for any amount of time, there’s a good number of people who didn’t do business with you because something about your customer service turned them off.

Consider this: according to Dan Kennedy, 68% of customers leave a business because of customer service issues.  Sixty eight percent!

And yet most businesses focus on the smaller numbers, like the 9% that leave because a competitor is making a better offer.  They put on their boxing gloves and start duking it out with competitors, getting into all sorts of ridiculous price and bonus wars …

And for what?  To try to cling desperately to 9% of their customers who are contemplating leaving because they saw a better offer?

Sure, your marketing plan should take into consideration your competitors.  But you also need to turn an eye to your customers – maybe up to 68% of those considering leaving – who may be considering jumping ship simply because you’re neglecting or ignoring them.

It really is that simple: treat your customers like gold consistently, and you’ll have a better shot at keeping them as a lifelong loyal customer.  That means customer service should be your number one priority – because without those customers, you’re just a seller who has a product without a business or an income.

Tomorrow. we’ll look at some ways to put a little spit and polish on your customer service system…