I recently had the need to do some business with a well known chain specializing in certain higher priced goods. That business consisted of redeeming a service we paid for (one of those "X for life" deals). The story is almost hilarious except that in three contacts this business cost themselves my business. They created a horrible image.
First contact was with a sales associate who, learning my intent, rolled her eyes and affected an "I couldn't care less" attitude in filling my order. Yeah, I redeemed your service. Even if no more money crossed the counter you still need to act like I am a meaningful customer!
Second contact was with a sales associate who forcefully and belligerently argued for all kinds of reasons why she couldn't honor my contract but eventually did because I didn't give up. And even then made sure I had to come back---four days later.
Final contact was a pickup. It took four employees to find my order in a single product filing cabinet (three small drawers.) And yes, it looked as incompetent as described.
And after that last episode, a hapless employee asked if I might like to stay longer to see more of the current merchandise. Uh huh. Not any more!
Bottom Line: Be sure to treat customers well at every transaction, honor your agreements with promptness and appreciation, and focus on creating the comforting image of a business that knows what it is doing. Little things may mean the difference in generating bigger future sales or losing a customer for good.
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