I hope your Festive Season was full of everything you desired.  I certainly had a good rest and I don’t know about you but that break really gave me some perspective on the important things in life.

My Family, Business and Friends are all important to me and so is enjoying life.  Its cruicial.   Something which seems to really be at the forefront of my ‘radar’ so to speak, is Customer Services.  Or should I say, complete lack of sometimes following my festive break.

Why is it that some companies completely nail customer services and others just don’t get it at all.  What are your experiences? 

Here are two of mine, and they couldn’t be more different!

Over Christmas I had an issue with my gym.  I wanted to use another gym in another area and I couldn’t.  I was pretty much thrown off the premises which was a little embarrassing.

I spoke - on a Sunday – to the membership manager at my own gym and asked for her help. Now this lady was amazing and emailed the gym in question as there was an issue on my membership which I didn’t know about.

Not only did she rectify the situation, she was really professional about it. She didn’t break any level of her own authority and was  genuinely kind .

In business we are taught to be professional and not get involved in emotions.  However when dealing with customers too many companies forget that and are cold to their customers. Heres my second experience. What a contrast.

I decided to upgrade my laptop and went to my usual supplier.  I am a good customer with them and have put a lot of business to their sister company in East Anglia. To quote them  in 2011 – ” We wish all of our customers were like you”.   Thats a real compliment.

So after making my decision I decided between Christmas and New Year to get this sorted out.  I went into my local store and said I would like to buy from them.  Thats a pretty clear signal that they will be making money that day!   I was asked to take a seat on a comfy chair.  

TWENTY FIVE minutes later I was left sitting there ignored! I should point out that this was my third visit to sort this out, and why did I persist?  Their company knew my existing set up and knew my needs. I learnt the hard way that “one strike and you’re not on my list”  doesn’t work so well and everyone deserves another opportunity.  

But I walked out!  I also wrote a letter of complaint to the company.  How did they handle it.  Well the manager called me and explained the following:

1. He is new to that store
2. He has years of experience and a reputation for being a good manager
3. He takes this very seriously
4. He will take it up with the staff
5. He “Apologises” as the buck stops with him
6. Five minutes of what they are authorised or not authorised to do..

Now depending on your interpretation of the above will depend on how good you see that kind of service.  I am not the kind of person who wants “goodwill” (freebies).  I would rather be treated well in the first place. 

The reason why this service was so different was because it was the MANNER in which I was spoken to.  Every sentence was I AM this, I AM that…. and I am sure the store manager is everything he professes.  But why would I care?  I am like every other consumer, I want to know how it benefits me and whats in it for me?  Thats why I buy!

It really was a difference.  Our conversation was left that he would take it up with the staff and no doubt he will. If he does then it will benefit everyone else.  But to an extent I felt patronised and the subject of a customer services course.

Whats my point? Well, when it comes down to it your clients will forget what you say and what you do to an extent, but trust me, they will NEVER forget how you make them feel.  In my industry there are too many sales people who patronise their clients, and make them feel stupid for asking questions. I ensure that I keep myself in check ALWAYS because its an easy trap to fall into. 

With the Membership Manager at the gym (Claire Head, Northampton Collingtree Virgin Active) I felt like my issue was genuine and no trouble at all to them.  I never knew whether or not it affected her day or schedule because it was never a problem for them.

With the local store, I was ignored and then spouted lots of customer service speak.  They never actually asked how they could put the situation right. In fact I was even told that their business is run on referrals. Well I won’t be referring them for a long time and for those of you who have met me, I refer wherever I possibly can.

So how do you treat your customers? Do you treat them how you would like to be treated?  If thats the case then please allow me to suggest that instead of treating customers how YOU would like to be treated, how about treating them how THEY would like to be treated, just like the gym did.

That means getting to know what they want.  It may take a little bit of time, but what possible damage can you do in forming a relationship with a client?

Have a great week and see you soon