Many authors point-out that a loyal customer is much more
likely to remain in a business relationship, and that a customer
who had a problem, which was quickly addressed and resolved, is
often more loyal and likely to remain a customer than those who
never had identified a problem.
Well, the fact of the matter is, or what most don’t write
about, is there are many real-life factors associated with
securing and solidifying a business relationship, like costs,
service, reputation, costs (did I mention that already?).
In today’s economy, costs are what most business must
considering when their bottom-line is increasing their IRG
(Internal Revenue Growth) and shareholder value. When the scales
of great-service versus cost-savings are not balanced in the
customer’s favor, those customers are more likely to jump ship &
sever the business relationship in hopes of discovering a
company who can better balance that scale.
So how do does an organization get over this hurdle? Superior,
Second-to-none Service. It starts from offering the very best
service upfront with the initial sales process, continues to the
front-line Customer Service Representatives, then back to the
Sales and Service Personnel who manage and service the account
to ensure 100% customer loyalty.
The objective is to never allow the customer to forget that your
organization’s service standards are unbeatable. And yes, we as
a service provider may be undersold and the competitor will
offer lower pricing to peek an interest, but the “value added
service” they cannot afford to offer (as a result of their low
pricing), is a benefit that the customer, cannot live without.
Sounds easy? It isn’t!
“You get what you pay for”, is a saying that your customers must
completely comprehend and identify with. The day you or your
organization allows your customers to forget that sentiment, is
the same day you are processing the Lost Business Form.
About the Author
Christopher Barcellos is the Market Area Retention Manager,
Waste Management of NH/ME.