Do you ever feel
that it's a zoo out there? That you're the only one who truly cares
about customer care while everyone else pays lip service to customer
service? That you're so busy looking after your customers, you don't
have time to look after yourself?
If so, then a moment
at 'The Customer Service Zoo' may be just what you need to regain perspective.
Unlike the zebra, few customer situations are ever black or white and
the future success of any business, large or small, will depend on survival
of the wisest.
Never bury your
head in the sand like an ostrich and ignore changing customer expectations,
as research shows that 67% of consumers have significantly higher expectations
than five years ago. To avoid being an endangered species of business,
remember that the six most expensive words are:
"We've always
done it that way."
In listening to
my own customers around the world, they remember not so much the facts
and figures of presentations but the stories. That's why the 'Customer
Service Zoo ... Create Customers for life and a Life for Yourself!'
is a parable of a parent who rediscovers simple truths about customer
service, during a visit to the zoo.
We need to act in
giraffe like fashion to set higher standards of service delivery for
bottom line benefits because perceived service leaders can charge 9-10%
more for the same basic good or service and grow two times faster than
their competition.
Remember the Australian
'wombat' theory of marketing ... Word Of Mouth-Best Advertising Technique
... because it costs 5 times more to obtain a new customer than to retain
an existing one. But, what about maintaining your own sanity in this
crazy customer world?
"I'm too busy
to exercise. I never have time for family and friends. Who can spare
an hour to go to the gym or listen to music?" Does this sound familiar?
No doubt uttered one of these distressed comments at one time or another.
After all, we've been told that the customer is number one. Rubbish!
Even as the author
of a #1 best selling book, I recognize that customer well being is not
nearly as important as personal well being. Admittedly, this sounds
selfish and contrary to popular business thinking but we can't possibly
serve others to the best of our ability unless we have ample physical
and mental reserves which come from a balanced lifestyle. We can't take
care of our customers if we don't take care of ourselves.
Yes, it can be a
zoo out there...but it doesn't need to be! Take care.