Summary
So, before you harm your business with customer disservice, ensure that your team not only serves the customer but also values them. Companies have to realize that the value of a customer is not in a single purchase, no matter how large (or small). The value of a customer is in the loyalty, the longevity, and the lifetime relationship developed with the customer.
Customer Disservice – How About a Hello and a Smile
I am constantly amazed at how businesses invest so much time, money, and effort in getting customers to walk through the door of their business, literally, and when the customer arrives, the greeting is often less than enthusiastic or non-existent. Today was a perfect example of customer disservice.
Note: Merriam-Webster defines disservice as “something that harms or damages someone or something”.
I arrived at a restaurant that is facing increasing competition. In the past six months, seven new restaurants have opened their doors within the same shopping center. The new restaurants are shiny, new, and welcoming, from the exterior appearance to how they greet customers.
Counter Culture
Today, this well-established business with torn vinyl booth seats and décor that reminds me of the 1980s didn’t greet me at the door. They didn’t greet me at the counter, smile, and say, “Hey, good to see you again.” Instead, I walked up to the counter unacknowledged by anyone. I stood for a moment, and when no one asked how they could help, I ordered a fountain drink. “$1.94” is all that was said to me. Still, no smile, or “great to see you,” was heard. In fact, the staff walked away from the counter before I did.
Now, if there were more than one customer in the place, I would perhaps have understood a bit more. Yet, after half an hour of sitting in the restaurant, a total of three people have come and gone. I still have not seen a smile or a thank you for coming in or out.
The lack of customer appreciation and service suggests that, given the competition in the neighborhood, it won’t be long before this business will have to change or close its doors. They are not alone. Too many companies take their existing customers for granted while they go all out to acquire new ones.
ROI on Customer Service: A Lifetime Investment
So, before you harm your business with customer disservice, ensure that your team not only serves the customer but also values them. Companies have to realize that the value of a customer is not in a single purchase, no matter how large (or small). The value of a customer is in the loyalty, the longevity, and the lifetime relationship developed with the customer. Today, I may only purchase a $1.94 beverage, but I am testing this business to see if it is suitable for catering my next live event, which will require $1,940 in food and drink.
A smile and a “good to see you, thanks for coming in” costs you very little time, effort, and money, but can be invaluable in showing every customer who comes through the door that they matter. If you don’t make the time and effort to show how much you value your customers, then don’t expect them to continue to value your business.