What A Difference Great Customer Service Makes

Business owners spend a lot of time figuring out how to get new customers in the door - and rightfully so. An ever-growing roster of customers is critical to long-term success.

Unfortunately, this foucs on new business development can sometimes mean that existing customers receive less attention than potential ones. If this situation is allowed to persist, it can actually cost a firm two-thirds of its prospective revenue: repeat and referral business.

The most important thing that any company can do to actively promote repeat and referral business is focus on the customer's "buying experience": what it's really like to be in the buyer's shoes when doing business with you.

Part of this has to do with your pricing and delivery - how well the actual experience matches up with the promises made in your advertising. Another big facet is how helpful and knowledgeable your front-line sales and customer service reps are in identifying needs and solving problems.

But perhaps the most important element of the customer experience appears when something goes wrong - the product is defective, the wrong amount was charged on a credit card, the delivery never arrived. While many business owners see dealing with these problems as a nuisance, smart ones see it as an enormous opportunity to build customer loyalty.

Here's an example. Last week I ordered a piece of professional recording gear called a Microphone Pre-Amp Limiter from a company called Zzounds (you can click on the headline of this posting to visit their web site). Last night, when I plugged it in to use it for the first time, it started to make a loud buzzing sound like the transformer from an old electric toy train set.

This morning I called Zzounds to ask what could be done. Their respsonse surprised me. Not only would they exchange the defective machine with no questions asked, but they would send out the new one this morning via 2nd-day air and not require the old one back until I had received the free shipping label from them next week.

I didn't have to find my invoice or know my account number. I didn't have to figure out how to package my old device for return shipping because I can use the packaging from the replacement. I didn't have provide my credit card number or pay another penny. In short, other than dealing with the inconvenience of having a defective machine, I will have to do very little to rectify the situation other than box it up and ship it back.

My conversation with the customer service rep was short and pleasant. He knew right away what I was describing and agreed that the symptoms indicated the device was defective. He confirmed my email and shipping addresses to ensure rapid delivery and told me when to expect my new box. He thanked me for my business and asked if there was anything else he could do to help me. When I said no, he promptly said goodbye and allowed us both to go on with our days.

Needless to say, I was impressed. And - I'm going to do all of my shopping for musical instruments and recording equipment at Zzounds.com from now on - and I recommend you do the same.

That's the difference that great customer service can make in growing your firm through repeat and referral business.