Why Is Building Customer Loyalty So Difficult?
Why Is Building Customer Loyalty So Difficult?
Yet, the business world continues to turn off customers instead of turning them on. During the last 60 days, I have personally experienced the following poor business practices:
1. Not honoring promised delivery dates
2. Not communicating order status
3. Charging charge accounts without permission
4. Invoicing for material returned
5. Making excuses by blaming others
What is interesting to note is that all of these businesses continue to ask for more business, but in all honesty they cannot efficiently and effectively handle the business that they have.
Maybe it is just me, but have you noticed that when you make the first purchase, the vendor engages in good to outstanding customer service? Then you make a second purchase and maybe you hear from your sales contact a couple of weeks later. Finally, after the third purchase, you just become another number and the customer service drops off the face of the earth.
Of course, all of this poor customer service makes you even more aware of exceptional customer service. For example, I noticed at a local independently owned grocery store that everyone from the cashiers to the baggers all say "Hello" with a smile and then ask "How are you?"
During a business trip to Ocala, FL, I had the opportunity to eat at Miller’s Ale House, a local establishment. By the second visit, the server remembered my name, my beverage and that I liked my salad dressing on the side. The owner received a letter from me praising the outstanding and personal attention that I received.
Small business help coaching tip: If you want to build loyal customers, accept responsibility that the buck stops here at all levels of your business. Become proactive. If a problem exists, contact your customer and take any lumps. Apologize and make a personal assurance that the problem will not reappear. Consider investing in an outside consultant or business coach. Chances are these issues are the results of symptoms and the real problem has yet to be addressed.
Why Is Building Customer Loyalty So Difficult - To learn more about this author, visit Leanne Hoagland-Smith's Website.
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Today’s marketplace is very competitive even without the current economic business challenges. With the cost to acquire a new customer 7 to 10 times higher than to keep an existing customer, small business owners to the large Fortune 1000 companies need to build customer loyalty at every opportunity.
Yet, the business world continues to turn off customers instead of turning them on. During the last 60 days, I have personally experienced the following poor business practices:
1. Not honoring promised delivery dates
2. Not communicating order status
3. Charging charge accounts without permission
4. Invoicing for material returned
5. Making excuses by blaming others
What is interesting to note is that all of these businesses continue to ask for more business, but in all honesty they cannot efficiently and effectively handle the business that they have.
Maybe it is just me, but have you noticed that when you make the first purchase, the vendor engages in good to outstanding customer service? Then you make a second purchase and maybe you hear from your sales contact a couple of weeks later. Finally, after the third purchase, you just become another number and the customer service drops off the face of the earth.
Of course, all of this poor customer service makes you even more aware of exceptional customer service. For example, I noticed at a local independently owned grocery store that everyone from the cashiers to the baggers all say "Hello" with a smile and then ask "How are you?"
During a business trip to Ocala, FL, I had the opportunity to eat at Miller’s Ale House, a local establishment. By the second visit, the server remembered my name, my beverage and that I liked my salad dressing on the side. The owner received a letter from me praising the outstanding and personal attention that I received.
Small business help coaching tip: If you want to build loyal customers, accept responsibility that the buck stops here at all levels of your business. Become proactive. If a problem exists, contact your customer and take any lumps. Apologize and make a personal assurance that the problem will not reappear. Consider investing in an outside consultant or business coach. Chances are these issues are the results of symptoms and the real problem has yet to be addressed.
Why Is Building Customer Loyalty So Difficult - To learn more about this author, visit Leanne Hoagland-Smith's Website.
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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