Will 2011 be the Year of Customer Service? YES!!!

I just read an article that cited several references to the fact that there is a new found respect for customer service.  Given the increased expectations of members and customers, customer service is more complicated and demanding then ever before...and it is more important than ever before!

We all know that the more positive experiences a member or customer has the greater the probability that they will renew or buy more product. However, and let's face it, in the not so distant past we really did not respect that aspect of the sales process. If you don't agree, remember that many times customer service representatives were (and still are in some cases) measured against the amount of time it takes them to get a caller off the phone. We hope its the successful resolution of a problem, but that's not always the case (as I've personally experienced).

Now, many organizations and businesses have recognized the positive connection between customer satisfaction (if not something even greater than satisfaction) and increased sales. In addition, the customer service professional is also the point person to up-sell the member or customer. If I may, I'll relate a personal experience from only a few weeks ago.

This past Christmas I had the absolute joy (yes, JOY) of ordering from Crutchfield Electronics (www.Crutchfield.com). If you don't know them, they offer a wide variety of electronic products.  My son had to have a specific radio for his car (2005 RED Mustang convertible - I want to be him when I grow up). He showed it to me and I immediately (2 weeks later) went to the website.

Now, what I know about car radios could fill a thimble. I am not an audio-phile. So, when I went to the site I was simply overwhelmed. I called customer service. My agent was FANTASTIC. I told him what I wanted and we discussed the pros and cons in simple, mono-syllabic words that had a basis in common english. He even kept me focused on getting the best buy based upon what I told him I was looking for - and believe once I got going I looked at several radios that had nothing to do with what I first set out to buy.

In  fact, I was so pleased with my experience with this guy, I actually did purchase a more expensive model, but it was the next model up from the one my son asked for.

They then delivered the product within 3 days!  Which was really good and gave me two days to wrap it before Christmas Day (c'mon, we all did last minute shopping).
This guy's patience and investment of an additional 12 minutes increased my sale over $75.00. And now I'm writing about and Crutchfield is getting a little more advertising.

This guy was a pro. Crutchfield is a well run business.

Looking ahead to 2011, don't skimp on your customer service team. Look for people who want to talk with people and want to solve their problems. Don't hamstring them with measurements based upon saving money, but measure them on how they can make you money with increased customer/member satisfaction and upsells. Also, listen to them. They are in many cases a front -line to your customer/membership base and can be an early warning system in case there is a problem AS WELL AS letting you know when a great opportunity arises.

To Willard Wigan, "small acts" create BIG returns

In accordance with my Sunday ritual, after having breakfast with my father I came home and watched CBS' Sunday Morning. A feature focused on Willard Wigan (www.willard-wigan.com), an AMAZING artist. While we often read about or see large works of art, he has gone to the other extreme creating sculptures on the heads of pins and in the eyes of needles. His tools are not paint brushes or chisels held in his hands, but his own eye-lashes or even the hair from a fly. You must view his art through a micro-scope. And he is being paid about $100,000 per piece.

Small act but a tremendous reward.

He is a modest man. He openly states that he hates doing the work but takes great pride in having done it. I really like this guy.

So why am I bringing him up? Well, it seems to me that Willard can teach us a few things about working with our members and team mates. Primarily, small acts pay great rewards. We make a promise, we keep it. A member calls, we listen and offer respect and concern to satisfying their complaint or observation. This may seem small, but it will reap huge rewards like increased renewal rates, increased product sales and increased word of mouth advertising which impacts member acquisition.

We may not like the customer service training or the extra time it takes, but we'll be proud of what we've accomplished.

Have a great week and check out Willard Wigan when you can.