In my research, I ran across an article on the importance of customer service written by Diane Berenbaum. This story is truly amazing and really brings the importance of the service we provide our customers to the forefront.

While reading the story, keep in mind, this is probably not the first time that she visited this store, but is almost assuredly the last. (Once you read the story, you will see exactly what I mean)

Story here: http://www.customerservicemanager.com/no-customer-service-no-sale.htm

How simple would it have been for the associate to call over a manager and price the first dress in a similar price range to one on the rack with a tag? Or, better yet, call another of the stores in the chain and ask if they had the price? (no bar code override that way) She probably would have been so grateful to have that little black dress that she would have told the story of her “great find” to everyone. The second outfit scenario is just unforgivable.

Can you imagine going to all of the trouble to obtain your prospect, turning that prospect into a client into a sale and then saying…um never mind we really don’t want money so we aren’t going to take it.

What? Are you serious?

Well that may be exactly what you are doing if your clients can’t reach you, you are overwhelmed by other aspects of your business and don’t have time to get back to them, or your site is just too hard to navigate.

Take a good hard look at your site, support procedures and policies and try to think of them from a customers point of view. Do they all make sense? If you called a company and heard policy XYZ, would you feel satisfied? If you answered yes to both, congratulations. If not…well… don’t make your customers wear their old dress when they are quite happy to shell out for a new one.

Remember service with a smile and keep those customers happy.  :o)

- Meredith

UPDATE on this story - Danny over at Beyond Madison Avenue, makes a very good point. If the store would have given her the dress instead, she probably would have spread the positive feedback to all of her friends (rather than negative), and in turn received more business.

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Respond, follow-up, repeat as needed, this is the formula for a successful customer support system. Unfortunately, in today’s world, this is something that is greatly lacking, especially in the world of Internet Marketing.

One fatal flaw that seems to be repeated again and again is a front end heavy marketing campaign. Now don’t get me wrong, the marketing and the product are of GREAT importance, but what happens if the client who just bought your super duper new widget, because of your excellent sales letter and copy doesn’t get it? How hard are you to contact? How long do you take to get back in touch with them? Read more

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