1. Are other companies stealing your service philosophy? Why not? Isn’t it cool enough? People steal the Ritz-Carlton’s Service Philosophy DAILY. That says something.
2. Are you a master of the welcome? The first words out of your mouth. In person. On the phone. Via email. Friendly always wins.
3. Are you clueless about how customers feel when they walk in your doors? Maybe try BEING one of your own customers for once. See what it’s like to be on the other side. Or, when all else fails, just ask them. Wear their shoes.
4. Are your customers satisfied, loyal or insistent? The difference is: satisfied customers tell no people, loyal customers tell (some) people and insistent customers not only TELL people; but they return WITH those people.
5. Do you make it easy for customers to complain? You need to find out where you suck. Hearing how great you are inflates your ego, but hearing where you suck fills your wallet. Complaints are gifts.
6. How do you want your customers to describe their experience with you? Good? Great? Awesome? Unforgettable? Wow. That would be nice. On the other hand, some customers aren’t telling anyone about you at ALL. That’s not good.
7. Is it important to the customer, or does it just make you feel better? Ahem, policy. Ahem, rules. Ahem, mission statement. Ahem, company history. It’s about THEM.
8. Is what you’re doing today going to bring this customer back tomorrow? Measure ever service action, every touch point and every brand moment against this philosophy and you’ll be a rockstar. Think repeat customers.
9. Is your company’s service environment forgettable? Most of them are. Because they’re normal. Or boring. Too bad nobody notices normal. And nobody buys boring. Be more unforgettable.
10. What are you doing to earn your customers’ loyalty? Key word here: EARN. Because when they walk in the door, you’ve already got a negative balance with them. Based on the culture, based on their stereotypes, you’ve got to work extra hard. Bolster customer confidence.
11. What interaction with your business would your customers value enough to create exceptional loyalty? Maybe it’s your return policy. Or your follow up phone calls. Or your tune-up service. Some interaction that makes the mundane memorable. Satisfied isn’t retention.
12. Why are your clients actively telling their friends about you? Find out. Ask them point blank. And if they tell you why, great. Find out where the rock created the ripple and then throw more rocks. And, if they tell you why NOT, even better. Find out what WOULD cause the rock to create the ripple and then throw more rocks. WOM makes money.