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…