Page 308 - Duct Tape Marketing

292 Part V: Winning and Keeping Customers

ߜ Accompany every operational decision with the question, How does
this help our customer? Unintentionally, many business decisions add
management layers and cumbersome processes that complicate rather
than contribute to customer service.

ߜ Spend time monthly or at least quarterly evaluating your service and
brainstorming ways to improve it further. Use the worksheet in Table 18-2
as you conduct your self-evaluation.

Table 18-2 Customer Service Self-Evaluation

Yes No Are you and your staff committed and trained to enhance
satisfaction at each step of the service cycle?

Do you make a special effort to help customers feel
important?

Do you bend rules and tailor services to individual customer
needs?

Do your customers feel comfortable to share concerns or
complaints with you and your staff?

Do your services exceed those offered by your competitors?

Do you and those on your staff genuinely like your
customers?

Do you communicate with customers frequently to under-
stand their needs and to learn how they think you could offer
even better service?

Do you deliver high-quality products accurately, on time, on
budget, and with friendly service?

Do you follow up when customers make suggestions or
share concerns?

Do you address and resolve customer concerns promptly?

Do you implement loyalty programs that keep customers
committed to your business?

Do customers feel that doing business with you is a pleasure
in their day?

Tally your yes answers. If they total 11 or 12, your business excels at service.
If they total fewer than 8, get ready for serious improvement in order to
enhance customer satisfaction.