Create More Customers

I recently came across 2 articles, both discussing the idea of treating your spouse the same way you, hopefully, treat your customers, with exemplary service.  The 1st article, "Manage Your Marriage Like a Business," was written by Louis Upkins, Jr. for Business Week magazine. The 2nd article, "Treat Your Spouse Like a VIP Client," was posted on the Gene & Julie Show blog.

Both articles suggested that our marital relationships would most likely improve if we were to treat our spouses with the same courtesy and respect that we show our customers.  The Gene & Julie Show blog post used the example of a Nordstrom salesperson following a customer all the way to the airport because that customer had accidentally left their airline ticket in the store. I call that great customer service.

They then asked the question whether or not you would feel inconvenienced or put out if your spouse had accidentally left his or her airline ticket on the kitchen counter and you had to drive all the way to the airport to give it to them.  Chances are a lot of us would probably be upset and give our "loved one" an earful, even though it wasn't done on purpose.

These articles got me to thinking about the relationships we have with our friends. I know that for me, my friends represent my extended family and are certainly every bit as important. After all, I chose them and they chose me.

5 Principles of Superior Customer Service

So, what would happen if we applied some of the principles of superior customer service to our friendships? Would the relationships be better, worse or unchanged? Let's look at just 5 of these principles:

1. Treat your customers the way you'd like to be treated- We've all been on the receiving end of poor customer service. We probably found it hard to imagine that any company could stay in business for very long when they treated us so poorly. How about the way we sometimes treat our friends? Now, our friends may be more forgiving than a customer in a store, but still, do we always treat them the way we'd like to be treated?
2. Realize that it costs much more to acquire a new customer than to retain an old one- Your current customers are always your best source of new business and they cost a lot of money and time to acquire in the 1st place. We don't come by friends quickly and easily either. Deep and meaningful personal relationships take time, sometimes years to cultivate. They're not easily replaceable and, certainly to me, far more valuable over the long run. I would much rather have 5 "best" friends than 25 acquaintances. It's all about quality, not quantity.
3. Understand your customer's needs- To be successful in business you have to know what it is that your customer wants. Your job is to provide it for them to the best of your ability. The same thing applies to friendships. In order to have a friend, you have to be a friend. How do you find out what your customer or friend needs? You listen, you ask questions. You be quiet. You be empathetic and understanding. You stop selling for a moment.. Realize that it's not all about your product (if they're a customer) or you (if they're a friend). It's about them.
4. Exceed the customer's expectations- There's a certain level of service that all customers expect. It's when you go beyond that expectation that you build loyalty. Loyalty is all about relationship building whether it's with a customer or a friend. Isn't it great when you know that you have friends who have your back, who will be with you through the good and the bad times?
5. Say "please," "thank you" and "I'm sorry"- 3 little phrases that go a long way with customers and friends. As a customer, I know that on those rare occasions that the representative I'm speaking with utters any of those 3 phrases, I feel that I'm being heard, that I'm being listened to, that I'm being respected. Sure, some people come off sounding as if they don't mean it, but for those who are sincere, it goes a long way toward defusing a situation and enhancing the relationship.

Better, Worse or Unchanged

I think that by applying each of these principles of superior customer service to the relationships we have with our friends, it could only enhance those friendships and make them better. Even more, when we treat our personal relationships with more care and more respect, we'll usually get the same in return.

Comments...

Have a comment or other examples ? Please let me know.

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