Great Customer Service – The Most Important Marketing
Have you ever gone into a business for the first time because of an advertisement, or even just word of mouth, only to be disappointed by the way you were treated at the front door? Even if a business or medical practice has the best product or service to offer, when patrons are put off by poor customer service every dollar spent on marketing is a dollar lost.
Why is customer service so important? Aside from losing new business from the customers directly impacted, poor customer service can cause irreparable damage to the brand itself and jeopardize future business from other new clients. A study by Dimensional Research found that 95% of people who have a bad customer service experience share it with others, and 54% share their negative experience with more than 5 people. So, for that one person that was brought into to the office by valuable marketing, a bad experience could keep 5 more away, creating a negative return on that marketing investment. And all of this doesn’t even take into consideration what can happen if a negative review is posted online, which could be read by every potential customer looking for service in the area.
What is good customer service and how can your business or practice achieve it? While the definition of “good” customer service could be debated depending on the industry and type of customer interaction, or even the patron being asked about it, primarily consumers focus on the following aspects when considering customer service:
* Pleasantness and politeness when dealing with customers or patients.
* Having a positive attitude when problem solving for someone who is in pain or upset.
* Having a clean, safe environment for customers or patients to be served.
* Displaying signs that clearly explain policies that may be controversial, such as payment required up front.
* Respecting all appropriate privacy (HIPAA or other) regulations.
* Using a first come, first served approach aside from handling emergencies.
Where is the limit? Many may have heard the old saying, “the customer is always right.” Unfortunately, this is an unachievable goal, especially in healthcare where outcomes are dependent on many factors outside of the provider’s control. The focus should not be on meeting every demand of a patient or customer, but instead on presenting an overall attempt to be respectful, polite and accommodating where it is sensible and appropriate.
Having great marketing is a great way to increase initial traffic into a business or practice, but it can’t compensate for poor customer service. As Warren Buffet once said, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”
For information on how to market to your target audience, get customer service advice, or discuss reputation repair plans, trust the team at Lippman Media. Contact them today at http://lippmanmedia.com or call 702.595.4896.