How not to treat customers
Knowing the difference between how to treat and how not to treat customers is important in staying ahead in today’s market competitiveness. Though it may be argued that knowing how to treat customers rather automatically, means you would “know how not to treat them”. Still special interest should be taken as a business to know how not to treat customers as it would boost your brand awareness and customer count. More so if customers determine the fate of your business, knowing how not to treat them, becomes important. If you make a customer happy, the likelihood of their coming back to you over and over again remains high. Besides, it may interest you to know that when a customer is happy with your products/services, he or she becomes your “advocate” and “campaigner” to friends, family and associates, referring them to you.
As the world becomes a global village with global markets and e-commerce, and with increasing volume of information at our finger tips due to improved technology and sophistication of customers, choices abound, and it’s never been easier to lose a customer as a result, whether the reason is price, product quality or customer service, than before.
In Michael Leboeuf’s book “How to Win Customers and Keep Them For Life” amongst other things, he points out that 68% of customers leave business because they are upset with the treatment they’ve received. What a huge number that calls for concern.
So one of the top priorities of any business, whether big, small, medium or micro, should be to focus on customers more in order to entice them to continue doing business with them over time that they won’t have reason to shop around. How possible that would be depends on how you make your customers happy.
In this piece I present to you some field and time-tested principles on “How Not to Treat Customers” that would make them stick with your business in today’s competitive market.
1. Don’t take customers for granted: This is apparently the foundation of all the other “DON’Ts”. Customers themselves; their want, needs and expectations must not be taken for granted or left hanging. These want, needs and expectations should be met at all times. In a situation where meeting them is not feasible, be ready to communicate effectively showing some good level of concern. Customers are the reason why we are in business and should be treated with respect. If one understands this principle, it would propel one to engage other “DON’Ts” effortlessly. Also it is important to ensure that customers don’t feel they are the problem when they complain or that you are doing them a favour. Their complaints should be seen as an opportunity, not a problem and it is equally important that they see and feel the person they are talking to as one to help them out of their challenge and not just the “business’ face”. Even to unhappy customers, don’t ignore. Yes, one can’t please everybody, but one must be prepared for unhappy customers and do everything within one’s means to remedy any situation as effectively and quickly as possible.
2. Don”t ignore building a relatioship with the customer: Many times, we think that our business with a customer starts and ends with the particular business. Ideally, one may be correct, but not in today’s business. Going extra mile to make the customer your number one priority-placing them first and showing concern for their needs, speaks volume of your value for them and their business or concerns. Focus on building relationships and making them feel valued; you would be rewarded with their loyalty.
3. Don’t disregard quality and pricing: How often you offer quality products and relevant services to customers’ needs at a good price that a customer is willing to pay, determines the customers’ perception of your brand, trustworthiness, and overall reputation. Ability to be on top of your game ensuring you offer the best in quality products/services that works, and meet their needs at good price at all times, the constant changes in customers taste notwithstanding, suggests you are well above board in offering good customer service experience. Again, customers do not want to hear excuses for poor services or products and when these occur, all they are not interested in is how the problem can be resolved. Customers are humans and are rational enough to know that there could be some defaults in your “brand promise”, but they also expect that you remedy the situation in a timely manner and fairly too.
4. Don’t confuse your customers: Your products and services should be simple enough to connect with the customers’ interest and satisfaction. Your customer experience should be seamless and easy to navigate, not a confusing maze. Be it your physical store location or online, they should go in and come out without difficulty in accessing your products/services. Keep things simple for customers.
5. Don’t lie to customers: Honesty in business pays. Let your “brand promise” equal your “brand engagement”. Don’t amplify your products/services overly against your competitors when you know it is probably just as good as theirs. Instead of doing this, simply state your products/services advantages while at the same time mentioning its drawbacks. This will endear you to your customers as a trustworthy person that is worth doing business with. Also if you inform your customers that a certain product or service will be on sale for a specific period of time and at a promo price, don’t fail to honor these promises.
6. Don’t be rude to your customers: Courtesy is very important when dealing with your customers. Yes, some customers can be hard to please and rude, but you can win them over with your courtesy. Amongst other things, ensure you screen your staff to make sure they are considerate to customers. The rude attitude from you or your employee can chase your customer away forever even when he or she isn’t part of your business again.
The list of “DONTs” is inexhaustive, but let me add that a good communication channel must be opened between your business and customers. This would help position your business as one that is customer friendly, thereby engendering loyalty.
Having highlighted the above, it is imperative to ensure that your business consistently meets the wants, needs and expectations of your customers; this will build their trust and confidence in your brand, products and services and importantly, make them happy. Remember that a happy customer can deliver hundreds of new customers.
Three issues by the side
1. Hurray! Our refineries are now working
It will be a big relief for Nigerians if the recent report by Nigerian National Petroleum Corporation (NNPC) that the re-streaming of the Port-Harcourt and Warri refineries were successful after nine months of phased rehabilitation conducted by its in-house engineers and technicians. The good news here is that while the Port-Harcourt refinery will be having a product yield of 5 million at 60% operational capacity per day, Warri refinery will be contributing 3.5 million litres of petrol to Nigerian market daily at 80%. With this, Nigerians can well say bye-bye to the “misery called fuel scarcity”- a good respite to businesses and their customers.
2. Delta airline, please let’s avoid disaster now
With the barrage of complaints by passengers of Delta Airlines using the Lagos-Atlanta route, it is high time the Federal Ministry of Aviation, the Nigerian Civil Aviation Authority (NCAA) and other relevant stakeholders rose up in defense of the passengers. Among the many complaints of the passengers is the continued use of old Boeing 767 plane which frequently develops mechanical faults including brake problems, hydraulic problems, and fuel problems resulting to multiple flights delays and cancellations despite the high fares. My take is that besides the fact that the Lagos-Atlanta route bound passengers deserves equal dignifying treatment like their US-European route counterparts that use better planes like Boeing 777ER and Airbus A330-300, there is no need not to gamble with the safety and security of the passengers. We can avert whatever disaster now!
3. Re: dangote truck ownership scheme
Since I highlighted the good initiative of Dangote Group- the “Dangote Truck Ownership Scheme”, I have been inundated with mails, sms, and calls by readers to know more about the programme. I promise here that I will get a balanced detail about the scheme next week. Please stay connected here. Thank you!
Arinze Okamelu