Sunday, January 17th, 2021

Top 3 Secrets to Keeping your Customers Happy

By Carolyn West-Price Touhey on Jul 19 2011 • Filed under Customer Service Secrets

3 Secrets to Keeping Your Customers Happy

Expectations. Value Added. The Experience.

If you’re wondering the relationship among these words, it’s simple. These are three aspects of the relationship your customer has with your company which you can control to ensure that switching to your competition just wouldn’t be worth it, even if they are more aggressively marketing and charging lower prices.


Think about it. If you establish appropriate expectations when you are courting a customer or client, there will be no disappointment, assuming you deliver what you promise as you promise it.

For instance, think about the expectation you have when you go to a restaurant at lunch and their table tent promises that certain meals can be served in 15 minutes so you can be assured of being in and out in a timely manner. Well, what if that meal was served in 10 minutes? What if it was served in 25? All other factors being equal (quality of the meal and service), you would be thrilled in the first case and disappointed in the other one. Had they not promised anything, you may or may not have had an emotional response.

So, the moral to this story is simple: don’t promise anything you cannot consistently deliver.

Value Added

Now, think about the next concept: value added.

Look at your product or service and simply think about ways in which you can enhance what you provide. Is it creating a “client conference report” which summarizes your meetings or phone conferences? Such a simple summary of your notes tells the client how thorough you are and how concerned you are that you both stay on the same page (in terms of your agreements from the specific conversation or meeting.)

Or, maybe it’s a follow-up call after the delivery of a service or product. When was the last time someone performed a service at your home or office, which ended with a check-up phone call to see if you were pleased? These don’t happen often, but surely stand out when they do. Yet, for the pennies per customer it will cost to implement such a “we appreciate you” program, isn’t it worth it?

The Experience

And, last, but not least, the experience. Put yourself in the shoes of your customer. From the first encounter with your organization until the last, what does he or she experience?

Attention to details and to the customer experience will make the difference. Make it easy and enjoyable for people to do business with you and make them feel appreciated so they will think twice about moving their business elsewhere even if the offer to switch is attractive. According to some statistics, more than 60% of business is lost due to a feeling of apathy (the company does not appreciate the business), rather than poor service. Are you losing clients to apathy or a less-than-wonderful client experience?

If your organization is apathetic toward its customers in that it is not proactively customer-focused and expressive of gratitude, then your client’s reaction to doing business with you will likely be apathetic in response, and an apathetic customer is much more likely to change vendors, perceiving “it can only improve,” rather than to perceive a risk to being disloyal.

How do your customers feel about you?

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