Caring for Customers

How many happy customers do you have in your business? Are most of your customers happy? Would they return again if you offered something else they could purchase from you? I’ve been thinking about not-so-nice reviews lately and disgruntled/dissatisfied people (not just customers) and thought we’d talk a bit about the intricacies of running a business and dealing with customers, because, let’s face it: if you want to be in business and stay in business you have to have customers. While I don’t believe that the customer always has to be right (because not every customer is right for your business), you should always do your best for your customers.

I know that some review sites have some pretty scary and scathing reviews on them. I was checking out a high end restaurant on Google and saw they had reviews on 2 sites, one was a more high end review site and one was an average review site. Both sites had positive and negative reviews, but what was interesting to me is that there were far fewer negative reviews on the high end review site, and the average review site had quite a few. Does that mean that the reviews on one of the sites were wrong? No, but it may mean that their non-ideal customers weren’t happy with their service, which isn’t really a surprise and shouldn’t be taken at the weight of a full negative review. However, that doesn’t mean you should discount or ignore those negative reviews on any site, often they do have important information to share with you about what you could do to improve your business for your ideal customers.

Which leads to my second point today, it should not be your goal to please everyone. Sure it’s great if a non-ideal customer leaves a great review and enjoys your product or service. They may even come back occasionally and purchase again. However, your focus should be on satisfying the needs and desires of your ideal audience, which means that you have to know your ideal audience, have products/services your audience wants, and market to that audience.

One of the best ways to satisfy the needs and desires of your ideal audience is to be consistently good at what you do. That means offering a product or service that has consistent (good) quality, consistently marketing your company, consistently reaching out to your audience, consistently caring for your staff and partners/service providers, and consistently learning and updating as your customers and employees request and you see fit. If the consistency isn’t there you’ll let down your people more than you should, not be consistent with sales, not develop the relationships with your customers that you could, and not be known for being the best at what you do.

This week I encourage you to make one change that will make your customers happier immediately and in the long run. If you care for them, they’re more likely to return the favor. What will you change or do better?

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