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On this morning’s WJR Business Beat, Jeff talks about the importance of customer service, and how you can convert a one-time customer into a regular, loyal customer who will become a brand ambassador.
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“You do all of this by focusing on one simple thing that costs you nothing to deploy: you focus on delivering supreme customer service. Make it a focus, make it part of your company’s cultures, and you will light up your business in ways you never imagined you could.”
– Jeff Sloan
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Today’s WJR Business Beat is brought to you by Dell Technologies
Good morning, Paul.
It’s almost the weekend, and as we close out the week, I want to share a story, and underscore a key tenant for business success.
So, a friend of mine told me about a store where he now always buys his occasional bottle of fine wine. In fact, he told me he just finished putting in a big order for Thanksgiving and he strongly recommended to me that I do the same.
Well, I’m all ears. I told him, tell me, what’s so special about this store and why should I buy there? Is it the that’s so unique? He answered, Well, they have a really good selection, but really not better than most others find stores. Well, then I said, are there prices better than the competitors? I’m not really sure, he said. Well, then what is it, I asked, what’s so special about this store and why should I buy there? Why are you so dedicated to buying exclusively from this store?
And then he told me the story of how, when he and his wife were throwing a dinner party last holiday season, they forgot to pick up the bottle of wine. So, my friend called the store where he made purchases previously and the shop owner answered, even though he had one foot out the door because it was closing time. And when my friend told him that he forgot to buy the wine for their dinner party, the owner said, tell me what bottle you’d like to buy, and I’ll run it over to your house for you, it’s on my way home.
Well, my friend bought the bottle and the owner indeed delivered it, and the dinner party was saved. Most significantly, the store gained a customer for life. That level of customer service made my friend a dedicated and loyal customer for life for that store. And not only is he now a loyal customer, he also was literally selling me as an ambassador to that store to get me to do all my purchasing there, as well. That’s how strongly and positively he now feels about that store.
So, there it is. How do you convert customers to becoming regular, loyal customers? How do you convert your customers into becoming ambassadors for your business that drive new customers right to your doorstep, all at zero acquisition cost? How do you take the pressure off of having to resort to cost costly discounting in order to engage your existing customers and new customers alike? And how do you beat the competition in these tough times and make them seem irrelevant?
You do all of this by focusing on one simple thing that costs you nothing to deploy: you focus on delivering supreme customer service. Make it a focus, make it part of your company’s cultures, and you will light up your business in ways you never imagined you could.
I’m Jeff Sloan, founder and CEO of StartupNation.com, and that’s today’s Business Beat, brought to you today by Dell Technologies, on the Great Voice of the Great Lakes, WJR.