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291Chapter 18: Enhancing Customer Service

ߜ Step 6: Deliver the product, reaffirm the buying decision, offer to be of
ongoing service, and invite future business.

ߜ Step 7: Monitor customer satisfaction and troubleshoot any issues that
cause customer concern.

ߜ Step 8: Follow up after the sale, completing these important three
steps:

• Assess service satisfaction. Ask the customer: How was your experi-
ence? If the answer is less than positive, request ideas for improve-
ment, avoiding questions that require yes and no answers in favor
of open-ended input. If the customer reveals reasons for discontent,
address the concern immediately, following the suggestions in the
upcoming section on “Handling complaints.”

• Confirm complete satisfaction. Ask outright: Were you completely
satisfied? If the answer is no, learn more and work to move the cus-
tomer into the “completely satisfied” category. You will increase
your chances for repeat business and positive word-of-mouth as a
result.

• Ask for future business. Once you have confirmed complete satis-
faction, don’t miss the opportunity to cultivate the customer’s
repeat business. Issue an invitation to join a frequent buyer or
other customer program (see Chapter 19), share information on
upcoming special offers, and in all cases provide a business card
along with the sincere offer to assist with any future needs.

Improving your service

Products lead to sales, but service leads to loyalty. To improve your service,
consider the following:

ߜ Make a service guarantee. Assure customers that promises will be met
or exceeded. Make the guarantee straightforward and liberal (no small
print), relevant and substantial (worth the effort it takes to request it),
available immediately (no management approvals required), and easy to
collect.

ߜ Notice and immediately overcome dissatisfaction. Compensate dissat-
isfied customers on the spot by offering upgrades, discounts, or premi-
ums when something goes wrong. Don’t wait for a complaint. Most
people never register dissatisfaction verbally. Instead, they quietly slip
out the door once and for all, perhaps politely saying thanks as they exit
your business for the final time. See the section on “Reading unstated
customer clues to dissatisfaction” later in this chapter.