Impress or depress a customer – what’s your approach to customer care?
Do you know your customer 'moments of truth' like Scandinavian Airlines do?
As a business leader you already know customer care is a crucial element of business success.
Every contact your customers have with your business is an opportunity for you to improve your reputation with them and increase the likelihood of repeat business and further sales.
From your telephone manner to the efficiency of your order-fulfilment systems, almost every aspect of your business affects the way your customers view your business.
So, if it is so important, why is customer care not at the top of every business's list of ‘things to do right’.
When you focus your energy, your people and your systems on creating magical moments of customer service you will create a loyal base of customers who will buy more, buy more frequently and recommend you to others.
When Jan Carlzon turned the fortunes of Scandanavian Airlines (SAS) around he did it by doing just that!
He worked out they had just 5 x 15 second moments of truth with every customer.
How long do you have?
Remember these moments determine the success or failure of your business.
Carlzon knew this, so he changed his 10,000 employees 5 x 15 second interactions into magical customer experiences, moments that customers would remember, moments that would make them want to come back and use the airline again, moments that would make them recommend the airline to other people.
These moments did not happen with managers or directors, they happened with the customer facing staff of SAS, the check in people, the ticket desk workers, the aircraft crew and the flight attendants.
Carlzon knew that it was these people, the people in contact with customers every day that would make or break the airline.
Get your front-line staff involved in your businesses ‘moments of truth’ they are the ones that speak to your customers every day.
Ignore them at your peril.