By Chip Bell, Author and Service Consultant
Long before the cupids, hearts and flowers associated today with Valentine’s Day, love has been the center of the annual event dating back to 496 AD. But how can businesses show customers love in today’s economy? The answer is innovative service.
One byproduct of innovative customer service is not just keeping a customer, but changing their feelings about the organization from pleased to thrilled. I have five simple suggestions for today’s retailers to make this possible through small notions that will turn passively retained customers into active advocates.
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1. All You Need Is Love: With boldness and a forgiving attitude, reach out to angry customers and let them know you appreciate them. Learn from upset customers. Even if they have parted ways from you, thank them for their time with you. Some customers will be skeptical and distrustful but don’t let it deter you from spreading affection.
2. A Generous Heart: One powerful route to the heart of a customer is a generous attitude. This doesn’t require the company to break the bank but requires actions centered around the right attitude that not only leaves a customer happy but surprised.
3. Authentic Caring: Customers value wholesome relationships — encounters with all the con, ploy and gaminess completely stripped out. The late psychologist Carl Rogers claimed “unconditional positive regard” was the core substance of all healthy relationships. It means caring without an agenda, serving without an ulterior motive.
4. Include Everyone: Don’t spend all of your attention on your newest or best customers. Give them all a chance to become “your valentine.” Giving a valentine or valentine-like expression to customers who are not advocates just might change their relationships from consumers to clients or from transaction acquaintances to partnership alliances.
5. Indirect Gifts: Valentine’s Day is not just about giving your customers a reminder of your ardor; it might also be a chance to provide indirect attention on something or someone emotionally important to her or him. Don’t wait for customers to wear an “Ask Me About My Granddaughter” button. Rather, find ways to learn the target of their affinity and add it to your list, as well.
Most customer relationships don’t end in conflict — instead, they “vanilla to death.” Neglect is more dangerous than strife; indifference is more costly than error. Employing innovative service shows your customers some love, improves their customer experience and turns them into loyal advocates for your brand or business.
Chip Bell is a service consultant, keynote speaker, and the authorof bestselling award-winning books such as “Wired and Dangerous“ (co-authored with John Patterson), “Take Their Breath Away” (also with John Patterson), “Managers as Mentors” (with Marshall Goldsmith) and “Managing Knock Your Socks Off Service” (with Ron Zemke). His newest book is “The 9½ Principles of Innovative Service.” Bell has appeared live on CNBC, CNN, Fox Business Network, Bloomberg TV, NPR and ABC. His work has been featured in Fortune, Business Week, Forbes, The Wall Street Journal, USA Today, Inc. Magazine, Entrepreneur Magazine and Fast Company. Bell was also a highly decorated infantry unit commander in Vietnam with the elite 82nd Airborne.
