Customer Service Training Seminar
At a seminar at the John D. Hromi Center for Quality and Applied Statistics at Rochester Institute of Technology, Janet Nelson (left), president of QQL Solutions presented on customer loyalty and satisfaction.
Throughout her discussion on customer loyalty management and survey quality, she emphasized the following points, which are helping in any customer service training context.
- Simple satisfaction hardly generates loyalty. Dissatisfaction however, almost always guarantees defection. Annoying a customer and losing loyalty is far easier than generating and securing loyalty. Being just satisfied is not enough at all. You need to blow the customer away, repeatedly.
- The most important transaction is the very first. It is what comprises the total of their experience. You only get one shot, the first impression is critical so make it not just good, but amazing.
- The real gem of loyalty isn’t just repeat purchasing, but word-of-mouth. Getting customers to spread their good experience and positive perception of your business is worth far more than future purchases alone.
- Setting expectations is the single most important thing you can do to engender loyalty. If an experience is anything less than the customer’s expectation, loyalty can and will never exist. If you are clear with what you can deliver, than you secure successful delivery and almost guaranteed to please the customer.
Bottom line- wow the customer every time, but set realistic expectations through communication and marketing and give them an impressive enough experience to get them telling all their friends.
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