Customer Loyalty: Why Are We in Business?
Life
is good when we "WOW!" our customers.
By Laura Maver Ward
Each one of us began our business for different reasons.
Ultimately, there is only one reason we stay in business. It has to do with=
our
ability to service our customers better than our competitors. In this
"breakthrough business strategy," I am going to help you understa=
nd
why your customers must become your "Raving
Fans."
Last fall, I was walking through a beautifully appointed show home. The pur=
pose
was to raise funds for "Touched by Cancer." In one of the rooms w=
as a
beautiful hand-painted sign made from stone that read, "Life is Good." As soon as I saw it, a picture of my busin=
ess
coach flashed through my head, because he signs all of his e-mails "Li=
fe
is Good!" I knew it was something I had to =
get
for him. It just so happened that I had a great excuse to give him a gift, =
as I
was among a group of business coaches he was training for certification and
graduation was just 10 days away. My experience in acquiring that little si=
gn
provided me with an incredible story of how and how not to create a
"raving fan."
What Not to Do
Individuals and companies decorated each of the rooms in the show home. I
called the owner of the company who was responsible for the room where I saw
the sign. I let her know that I needed to purchase one of those signs by the
following weekend, as I was boarding a plane the following Monday. I shared
with her my entire story and let her know I had made a commitment to 20 of =
my
fellow colleagues. I asked her to look for another sign like it in her stor=
e.
She reluctantly searched and called me back to let me know she had another =
one.
I told her I would stop by on Saturday to pick it up-two days before my tri=
p.
On Saturday, I arrived at the store with my 9-year-old son. The sign she ha=
d in
hand was different from the one I saw in the show home and it was so ugly! I
told her nicely that the sign she had was different and unacceptable. I ask=
ed
her to help me figure out a way to get the sign I saw in the show home. She
told me there was no way I could get the sign I wanted until Wednesday. I
suggested some ideas, but I was obviously talking to a brick wall. She didn=
't
care about my needs or about the commitment I made to my colleagues.
Then her partner stepped in. I remember feeling relieved, at first. I thoug=
ht
she would save the day to help a customer in need. Unfortunately, I was in
dreamland. She also told me that I couldn't have the sign until the followi=
ng
Wednesday or Thursday-two days after I was scheduled to leave town. I told =
them
I would gladly take another sign to the show home and swap it out. She
adamantly said no. She even said, "Why should we make a special
consideration for you? Then all of our customers would expect special
favors." She suggested I stop in every home décor store I could
that day and look for that sign I wanted. I couldn't believe what I was
hearing! I thought to myself, "Is she serious?"
I left the store in total frustration. When I walked out with my son, I ask=
ed
him what he thought about what he observed. He just laughed and said, "=
;It
was so funny I thought I was watching a cartoon." I, however, was far =
from
amused. I thought the whole experience was unbelievable.
How to Create a Raving Fan
I asked enough questions to be able to learn that "Kurtz" was the
vendor. I stopped at two stores on the way home, but was unable to find any=
one
who recognized the name. I arrived home and began searching the Internet. I
explored the world (literally) for 30 minutes until I found the artist, Sha=
ron
Kurtz, in
Fortunately, she was in her studio and ready, willing and able to help. She=
was
fantastic! She listened to my story and immediately began thinking about ho=
w we
could solve this problem. While I researched the "ship-to" address
for my destination,
Why Are You in Business?
Every business owner knows that being in business isn't easy.
Frankly though, without customers, being in business is practically impossi=
ble.
You must always remember that customers are your lifeline. They keep food on
your table and a roof over your head. Isn't it true then, that you must tre=
at
each and every customer and prospective customer as you would want to be
treated?
Customers buy from you because you help them fulfill needs and wants, and s=
olve
their problems. "Help" is the operative word here. Customers cont=
inue
to buy from you because you take the time to get to know them and show them=
how
much you care about them. You show customers how much you care by providing
products or services at a fair price, by being willing and eager to help, by
providing consistent products or services and by delivering on or before the
promised date.
Every time we deal with a customer, we make a choice about how we are going=
to
treat them. It's a matter of attitude. If we are just out to satisfy them, =
then
we are going to lose customers. Satisfied customers will shop the competiti=
on.
If we are not willing to help solve problems, perhaps it's time to close the
doors. Every business owner needs to try to create raving fans. Those are t=
he
customers who are loyal to you and who will buy over and over. More importa=
ntly,
they will refer their friends, family and business associates to you. Creat=
ing
raving fans requires a great deal of effort. Those who "Wow!" the=
ir
customers are going to keep food on the table.
If you have customers who are not feeling special, what can you do? Perhaps
it's time to ask your customers for feedback and be willing to listen, then,
whether it's good or bad, take action to change the situation. Be sure all =
of
your employees are customer-focused. Make it a part of their basic training.
Empower each and every employee to "Wow!" your customers. Make it=
a
part of your company culture.
"Wow!" Your Customer and Beat Your Competition
Sharon Kurtz did all of the right things to "Wow!" me. By creatin=
g a
great experience, she also created a raving fan. She did one other thing: S=
he
showed empathy for my situation and she cared enough to do anything and
everything to help me solve my problem.
Because my experience was so great, I have since shared my story with many =
of
my colleagues, family and friends. Now I'm sharing my story with you. Guess=
who
will really benefit from this story-that's right-you and Sharon. You now ha=
ve
an artist who can make custom stone décor for you, your friends and
relatives.
Laura Maver Ward is President and Founder of Dovetail Busin=
ess Advisors,
Inc. (www.dovetailadvisors.com=
),
a mergers and acquisitions and business coaching and consulting firm. Dovet=
ail
helps business owners run their business, so they can live today…and
retire tomorrow…in the style they want and deserve. She can be reache=
d at
816-448-3777 or breakthroughstrategies@dovetailadvisors.com.
Re-Print Permission
This article may be reprinted if the following conditions are =
met:
·
The article is reprinted in its entirety.
·
The complete tag with the author's name and contact informatio=
n is
included immediately after the article.
·
A copy of the printed article is mailed to the Laura Maver War=
d at
Dovetail Business Advisors, Inc.,
·
The article is presented in a positive light as part of an
appropriate business related publication.
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