The Ghost In The Mirror!

By Debbie Nicholson, Think-to-INK!
https://www.linkedin.com/in/debbie-nicholson-24a53627/ 

A printing company CEO called a special meeting with his leadership, sales, and customer service teams. Earlier that day, he had just learned they had lost a long-term valuable customer and wanted some answers. With everyone in the room, he asked:

Question #1: Does anyone know how we lost such a valuable customer today?

Answer #1:  The room was silent.

Question #2: Does anyone know how we keep customers?

The room explodes as everyone talks over one another, raises their hands, and verbally competes to be heard.

Answers #2:

• Address their pain points
• Create valuable focal points through the production process and delivery
• Quickly provide quotes and estimates with viable options
• Continually build trust and rapport
• Listen to what customers are not saying
• Offer the best value possible
• Provide top-notch customer service
• Address issues promptly and effectively
• Keep in touch in person, via phone, email, or text with new and innovative ideas
• Ensure quality is the highest priority
• Be passionate about on-time deliveries
• Take time to understand and know your customer and your customer’s customer.
• Accept honest feedback and make changes accordingly
• Go the extra mile, always

Question #3: After hearing your answers, I ask you again: How did we lose such a valuable customer?

Answer #3: We did not follow the steps we knew were necessary to keep that customer.  We failed them in so many ways.

Going Deeper: In hindsight, the answers above regarding customer retention were clear and recognized as the consensus of the room. However, how did they fail to take action? I refuse to believe they were simply too busy to engage with their customers. The lack of accountability and commitment to caring for customers makes it clear that their silence was deafening.

Let’s improve our one-on-ones with our leadership, sales, and customer service teams to ensure customers receive the service they deserve. Develop and promote a plan to call or visit every customer to understand how you could better serve them. When we are humble enough to ask questions, our customers are willing to tell us the truth.