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Step one of customer satisfaction is “The customer is not always right.” Yes, you read this correctly, the customer is not always right. I know you have heard that "the customer is always right." Well, that is not true.
Sometimes the customer is wrong.
The corralary to this is that just because the customer is wrong doesn’t mean that we treat the customer wrong.
In a lot of businesses we have the opportunity to do business with someone or choose not to. If you have a bad customer you do not have to do business with them. However, once you take the customer’s money, you have decided to do business with that customer, no matter what.
But you do have the option not to do business with a customer and not take their money.
I have heard of managers or businesses finding that that they have a customer problem and wanting to know if the customer is a “good customer,” whatever that means to the manager. Maybe they paid regular price and not a discounted price, or maybe they buy a lot of the company goods- whatever the definition is of a “good customer” is to that manager or business.
Once you take the money for a product or service you have committed to customer service and satisfaction. You cannot have a two-or-more tier system.
I was running a large service business with hundreds of customers a day, and a practice that the company had before I got there was to define certain customers, and stamp their invoices internally: VIP or not.
Let me share with you that customer satisfaction was in the dump and a lot of it was because of this practice. (Other tips to follow next week). Some people were getting preferred treatment and some were not. Don’t you think that customers find out, or see or hear of preferential treatment, and wonder why they are not getting it?
It is another situation if you charge for special treatment, as some people are willing to pay for additional services. But be careful with day-to-day operations. Do not decide arbitrarily whether you are going to take care of one customer and not the other.
Once you have sold to the customer you owe them service to the best of your ability. It doesn’t matter if they are “good customers” or not. Don’t sell to them if you don’t want to service them. I know this is hard, because our business genes say, “Sell everyone everything!”
Don’t.
Two, if you give service to one person that is different from another you are sending the wrong message to all of the employees in the company: We can decide who gets service and who doesn’t. “If we give someone bad service that is OK, because they are not VIPs.” This is very dangerous to the company morale, and to the ethics of the company.
Once you sell to a customer, you owe them your best service. If you don’t want to give a customer good service don’t sell to them in the first place, or be ready to give them their money back.
The customer is not always right- I know it and you know it- but don’t send a dangerous signal to your people or peers by offering different levels of service.
One of the tips to great customer satisfaction is treating your customers with one level of service, the best you can, and making sure that all of the people around you know that the service you are providing is the best, period.
If you decide to sell to them, service them.
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