Bend Over Backwards

Friday, December 29th, 2017

Have you ever been to an Apple store? Not the online version, but a physical store with four walls and lots of the latest and greatest gadgets and electronics just begging for you to try them out?

I walked into one the other day to fix my phone and I was absolutely blown away by their customer service. They were sooooo nice. Not pushy, overbearing nice like you find with some businesses, where you almost feel as if you’ve been assaulted by the time you walk out the door, but they were genuinely helpful…to the point where I felt like more than just a customer. I was treated like a friend.

While giving me advice on how to resolve my issue, they didn’t make me feel stupid or like I was wasting their time, looking over my shoulder to the next person in line as if to say, “Sorry this guy is taking so long. I’ll get him out as quickly as I can.”

In fact, it was just the opposite. They made me feel as if they had all of the time in the world for me and that they’d do whatever they could to help me with my problem. And they did it with a smile on their faces, which makes me look forward to going into their stores again.

The same thing happened when I was speaking at the Riverside Hotel in Fort Lauderdale, Florida. The people there bent over backwards to make sure I was 100 percent satisfied with my stay. They also seemed as if going above and beyond was something that they enjoyed doing, not something they had to do “or else.” It was their pleasure to offer me the extra little niceties that made my stay that much more special.

When people are like that, I want to do business with them. I’m more than happy to spend my hard-earned cash on their products and services because they make me feel welcome, valued, and cherished. They make me feel like I’m their number one priority, meeting all of my needs…even the ones I didn’t know I had.

Better yet, I also want to promote these types of business. I will recommend them to family, friends, and colleagues or anyone I run into that I think could benefit from their services. I have no problem singing their praises because I know that whoever goes there is going to get the same top-of-the-line treatment that I received.

This is such an easy thing to do, to make a client feel important and cherished, yet there are a number of businesses who don’t make customer service a priority. This is a huge miss on their part because, as Online Marketing Institute reports, return customers can significantly increase your profits. For instance, one study found that “a given shopper’s fifth purchase was 40 percent larger than his or her first purchase.” This amount jumped to 80 percent by the 10th buy.

Besides, isn’t this the first lesson in business? You need to ask your customers what they want, then working hard on giving it to them. If you don’t, you aren’t likely to stay in business for long because not only will you not have return clientele, but you’ll be hard pressed to find new ones after word gets around that the way you treat your customers is mediocre at best.

Focus on giving your customers a stellar experience and you will be rewarded with repeat business and 5-star reviews…two things necessary for business growth. In this case, everyone wins.


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