10 Tips to Make ’Em Love You in the New Year
10. Work to believe. Very little shreds of respect remain, if any, after we’ve put customers through the third degree that many experience when they encounter a glitch in our products and services, and actually need to return a product, put in a claim, or use the warranty service. As tempting as it is to debate customers to uphold a policy to the letter of the law, suspend the cynicism and work to believe your customers. Most are going to honestly relay what is happening to them with your product or service. And because of all the “ifs, ands and buts” in policies, we’ve conditioned customers to come in with their dukes up when they have a problem. With good reason. We’ve programmed our frontline to be cynical of customers through the creation of policies that protect the corporation from the lack of judgment of the minority. Work to eliminate the question of doubt about your customers’ integrity. It will do wonders for the attitude and actions that your frontline brings to their interactions with customers.
The bottom line: Companies need to rearrange to please customers, rather than force them to navigate our organizational chart. Anything else feels like disrespect to customers. Make this your mantra: Customers defect when the silos don’t connect.
—Jeanne Bliss is managing partner of Customer Bliss and author of “Chief Customer Officer” (Jossey-Bass/A Wiley Imprint, 2006). She’s been inside companies for 25 years, arm wrestling on behalf of their customers. She developed her passion for the customer at Lands’ End. For more information, visit customerbliss.com.