This recession has taught us all that consumers, just like employers, are in the driver’s seat. As a result, what we need now more than ever are creative solutions and top-notch emotional skills to enhance our chances for success.
Although it may have originally been intended as a case-book study for business owners, Who’s Your Gladys by Marilyn Suttle and Lori Jo Vest is a valuable handbook for any employee who wants to learn how to make him or herself indispensable in today’s environment.
Subtitled How to Turn Even the Most Difficult Customer into Your Biggest Fan, the book begins by reminding us that when customer dollars are scarce, “It’s the companies with exceptional customer service that weather the storm. If you want to keep customers coming back and happily recommending you to others, now is the time to ramp up your customer service to the highest possible level. Even when the economy gets back on track, those with extraordinary customer care enjoy the most profits.”
The Gladys in the title refers to a prickly, elderly woman who hired a moving company in Walled Lake, Mich., to move her into a retirement community. Known as a cranky complainer who was notoriously hard to please, the 87 year-old widow could have been a nightmare client when the company damaged a marble-topped table. But because “Professional Movers” treated her with patience, kindness and a determination to make her happy, she became a one-woman advertising agency, promoting the company that went out of its way to make her a satisfied customer.
Because everyone knew how picky Gladys could be, they paid attention when she had positive things to say, and “Professional Movers” is now the No. 1 choice of movers for her retirement center. Building that sort of referral base has helped the company’s sales improve by more than 40 percent in two years.
One of the best guidelines the book offers is the reminder — for employees and owners alike — that customers aren’t problems, they’re people. Really effective customer service often boils down to simply trying to make people happy, treating them kindly and offering the kind of service you would like to receive.
When we read about the employees at Paul Reed Smith Guitars we learn just how valuable a motivated, passionate work force can be. PRS has only been in business since 1985, but is considered the gold standard of guitar makers. Employees are reminded that everything they do ultimately has an impact on the brand, and treating customers with respect and distinction is part of the recipe for being successful. PRS guitars are pricey, and customer satisfaction is measured by “whether people are willing to pay you more for your products … Customers can fire the company at any time just by taking their business elsewhere.”
Singapore Airlines is another company whose customers happily pay more simply because they are treated so well. From serving a beverage, to arranging for ground transportation and accommodations when needed, Singapore Airlines has been named one of the world’s best airlines 19 of the past 20 years. It’s not surprising that its flight attendants spend almost five months in training when the industry standard is six weeks.
Another company that has invested heavily in customer satisfaction is ISCO Industries, which makes and distributes polyethylene piping. “Everyone at ISCO is vested in the company’s success. From the guy who loads the trucks to the woman who answers the phone, all ISCO employees attend the same meetings, have the same goals, and win together or lose together. Each employee is encouraged to think of him or herself as an entrepreneur or a business person.”
In short, customer service is all about:
- Seeing the positive qualities in a client with negative behavior;
- Showing compassion while your customers vent their emotions;
- Viewing challenging situations as opportunities to strengthen the customer relationship;
- Finding value in lessons learned from mistakes;
- Giving your customers what they need;
- and keeping your promises.
This review was originally featured in http://www.bizjournals.com/extraedge/consultants/winning_at_work/2009/10/05/
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Buy the book: Who’s Your Gladys? How To Turn Even The Most Difficult Customer Into Your Biggest Fan
Tags: customer care, customer loyalty, customer service, customer services