Here is a little how-to for treating customers who you want to keep, and do business with again. I think these have been lost in a world of metrics, and focus groups. My Dad was in service. When what he fixed didn’t work right, he went back and worked the issue till it did. When someone sold him a part that failed, or didn’t work..it was exchanged. Nowadays…that stuff, real Customer Service…it’s been lost. Today, customers are not important. They are inevitable. Companies act like it does not matter if they lose a customer, they think there are endless supplies to take their place.

Well, one thing my Dad taught me is: vote with your wallet. So, that’s what I do.

1 ) When the customer calls you, do not focus on what you can’t or will not do. It’s important to focus on what you can, or are willing to do.

2 ) Telling customers your policy is to assume they are a thief, or scammer is asking them to take their business elsewhere. Especially when you have their verified address, phone number, and credit card details on file.

3 ) Asking a customer to call another number, when you know that it’s going to waste their time is asking them to take their business elsewhere.

4 ) Being rude to customers is never an option. While the customer may not always be right…you should maintain the high ground.

5 ) If the customer buys something from you, and it breaks a week later you have two options: making it right, without further inconveniencing the customer, or using the letter of your policy to push off the customer elsewhere. The former guarantees a return visit. The latter insures you will get no repeat business.

6 ) Remember the golden rule: it can take weeks, months and years to gain a loyal customer. But it takes mere seconds to lose a loyal customer.

7 ) Never ever use a policy to turn away a customer, with MONEY IN HAND, who is ready to spend it with your business.

8 ) The customer gives you a chance when they choose to patronize your business. You owe the customer the same chance when they have a problem.

9 ) Sneezers will affect your bottom line more than any fortune 500 company.

10) Some customers have to be fired. However, even an employee must garner a few write ups before being canned. Firing customers because you lack customer service, and you have policy that keeps you from trying to meet the customer even halfway tells the customer that his money is best spent at your competitor.

Double Cluepon will soon be in the business of having regular customers, who pay us. It is my #1 intention to have a policy that forbids the use of the phrase “I can’t do that, sorry” when it comes to customer service and/or support. Support and Service are all about what you can do. If for some reason, what the customer wants to make it right cannot be done….don’t LET THE CUSTOMER GO AWAY, try to at least meet them in the middle! Customers, the people who pay, are very important. Maybe if more companies treated customers as a rare commodity, rather than just an inevitable consequence….people wouldn’t be so jaded about spending.

Just my $0.02.

Az