work from home

Today’s consumers have become increasingly numb to poor customer service, to the point that few businesses stand out in the marketplace. This creates a unique opportunity for home-based businesses, because anytime consumers do experience extraordinary service they will not only remember it, but more importantly, they will tell others about it, too. And that buys word-of-mouth advertising that money can’t buy.

Celebrity-Style Customer Service

The challenge is that many home businesses have very little direct contact with their customers, making it somewhat more difficult to make customers feel special when they do business with them. The key is to provide direct points of contact with your customers even when it is not expected or required.

The “art” of celebrity-style customer service is to engage your customers in ways that are random and unexpected for the type of business you have. You goal should be to pleasantly “surprise” your customers so that they remember you for more than just the products you sell or the services you provide.

There are four areas that home businesses can excel in that will not only make customers feel special, but delight them as well. They are responsiveness, accuracy of information, speed of processing, and customer follow-up. And the best way to create a memorable shopping experience is to personalize each part of the transaction for every customer.

Responsiveness

Your responsiveness to each customer goes a long way in showing them how important they are to you. How fast do you return calls and reply to e-mail inquiries? Do you let them know how appreciative you are that they are interested in your products or services? Does your responsiveness affirm their decision to potentially do business with you? 

Accuracy of Information

How accurate and detailed is the information you provide on your products or services? Is it readily available on your web site or in brochure hand-outs? Is the information re-affirming?

Does the text in your brochures and web site, or the language you use personally during a phone call, sound like a sales pitch or an honest presentation? Are warranties and return policies readily available and clearly spelled out? It all goes a long way in making a customer feel secure doing business with you.

When it comes time to fill an order or provide a service, is there a way to include an extra “gift” or value added benefit that will surprise and delight your customers? Years ago, bakeries introduced the concept of a “bakers dozen,” throwing in an extra free cookie or doughnut with every dozen purchased. Most people like samples or “freebies,” and it’s a great way to introduce customers to other products you sell or services you provide. 

Speed of Processing

Once an order has been placed or a service has been requested, it is incumbent to process it as fast as possible. Two of the worst mistakes businesses make are under-promising and over-delivering. Always try and set reasonable expectations for your customers that you know you can exceed — every time. 

Customer Follow-up

Once the sale has been made or a service has been provided, personally follow up with each customer. Sincere, personalized thank you letters make a huge statement, because so few companies take the time to write them. And I’m talking about letters, not e-mails. Allow enough time for the customers to truly experience the benefits of the product or service. This provides for another opportunity to interact with the customers, re-affirm their buying decision, and make them feel important and special. Done right, it can even provide an opportunity to remind customers of other products or services you provide. And always include extra business cards for friends. In fact, ask your customers to show their appreciation by sharing their experience with friends. 

Doing what everyone else does is boring. Doing what everyone else does and doing it better is a step up. Doing what others don’t or can’t do, is special and will set you apart. Every customer wants to feel special, and your company can make them feel like a star. Strive to continually try to set new levels with what you do, because each encounter between your company and your customers holds the power to enhance or diminish your standing in the marketplace. Each encounter is a chance to stand out and be memorable. HBM 

Eric Wilder is the author of “The Art of Celebrity Service,” an informative customer service guide that can help you achieve a new standard of customer service excellence that your competition can't match. It’s surprising, it’s memorable, and it’s fun! Eric Wilder has 25 years of retail experience operating Almaden Valley Nursery, a revolutionary garden center in California. His passion and enthusiasm for providing better service is presented in his Radical Retail seminars, motivating companies and employees on unique aspects of customer service. He resides with his family in Idaho.