How would you like to have 75% of your business be repeat customers who seek you out to get things? Most businesses would be thrilled, especially if those customers checked in regularly to see what you have. As Jeanne Bliss shared at smallbiztrends.com recently, when your company is clear about who it is and what it does, amazing things can happen.
Using internet retailer Zappos.com as an example, Bliss explores how clarity from the boardroom to the customer service floor can make a big difference in the decisions made, which create a trusted relationship between retailer and customer, keeping them coming back. The company was founded on the idea of great customer service after its founder, Nick Swinmurn, couldn’t find a pair of shoes he wanted back in 1999.
Today, if Zappos does not offer what you are looking for, their customer service reps will help you find it elsewhere on the web–sort of like Kris Kringle in the Miracle on 34th Street sending people to Gimbels when Macy’s didn’t have what they were looking for. As Zig Ziglar said, “when you help enough people get what they want, you will get what you want.” When your customers know you are looking out for their interests, you create an emotional connection with your customers and they will patronize you loyally–even becoming your evangelists.
Are you one of those people who has “internal customers” — other organizations within your company that you serve? They may be forced to come to you for service, but what if you treated them with all of the respect and courtesy of an outside customer? Treating others with respect and providing them great service will also make these people fans of you and your organization, making it easier for your company to meet its mission and creating valuable contacts who might be able to help you in the future.
In the end, business is service because the best businesses in every field realize they must create a relationship with people about an offering. They may have to buy from you the first go-round for any number of reasons, but they will come back because of the relationship. Service provides a means to create that relationship. Clarity about this essential truth will help your organization grow.
Clarity of Purpose: What’s Your Promise? by Jeanne Bliss at smallbiztrends.com