Every so often, I am hired by a company to develop a marketing plan for its business. Yet after conducting my initial assessment, I discover that the company’s lack of a marketing plan isn’t the problem.
The real problem is the company’s poor service. For these companies, spending any money at all on marketing is like pouring wine down a sinkhole; a complete waste. If your company’s service stinks, fix that first. Then, worry about promoting your company.

The Top 7 Customer Service Mistakes.

Before learning how a company can offer world class service, it might be helpful to point out the most common service problems in business today. Fix these and your company’s reputation may well be the only marketing programme you need:

7. Not adequately training your staff.
Financial services call centres in the UK that enjoy the highest customer satisfaction levels, routinely invest 180 hours of initial training and seven hours of ongoing training every year into each agent. Does your company take its service training this serious?

6. Trying to win an argument with a customer.
Arguing with a customer is bad business. You may win the argument, but you’ll probably lose the customer. Instead, show empathy. Tell the buyer you understand how they feel and that together you’re going to find a solution to their problem.

5. Over relying on voicemail.
Customers who take the time to contact your company want to know there’s a face behind it. Work hard to get customers talking to your company’s humans, not its technology.

4. Spending too much time with chronic complainers.
Some people will never be happy with your service. If you’ve received at least three complaints from the same customer, it’s time to get rid of them, and focus on those you can help.

3. Taking criticism personally.
Most callers don’t want to attack you personally. Although they may be lashing out at you, they’re really most frustrated by the problem they face. Take their attention off you and place it squarely back on the problem.

2. Not acting like you care.
68 percent of buyer defections take place because customers feel they’ve been treated poorly. Most customers don’t expect an immediate resolution to their problem, but they do expect your concern. Routinely use terms like “sorry to keep you waiting” and “thanks for contacting us today.”

Not delivering what you promise.
Because some buyers are continually misled by companies, they’re understandably distrustful. For world class service, deliver exactly what you promise. If it’s “I’ll call you by tomorrow with the answer” or “I’ll put that in the post today,” then do it.

Be sure that your team handles every customer complaint or promise correctly, to establish whether or not this is the case, then why not use our mystery shoppers to see for yourself.

MCE Team.