Want More Customers,
More Sales, Higher Profits? Extraordinary Customer Service Will
Get You There
By David Saxby
Utilities that want more customers, more sales
and higher profits can make those goals reality with one thing –
extraordinary service.
Enhancing your relationship with your customers and the level of service
they receive from your utility will go a long way toward boosting the
company’s bottom line. Great service never goes out of style, at least from
the customer’s point of view. Many utilities sell more than just electricity
and the smart ones make service an integral part of their culture.
Following are seven tips on how to create outstanding customer service.
Make Lasting First Impressions. From the moment potential customers
walk through the door or call on the phone, they’re deciding whether they
will do business with your utility. Greet the customer with enthusiasm and a
smile. Welcome them into your business as you would a friend into your home.
Reinforce the importance of a warm and friendly greeting with all your
employees.
Ask the Customer. I recommend that utilities survey their customers
by mail or phone and ask them to list three reasons for why they like doing
business with the company and three reasons for why they don’t. Ask them for
suggestions on what you can do to improve the service you provide. Ask them
what other products or services they would like you to offer. It will send a
clear message to your customers that you value their feedback and their
business.
Mystery Shop Your Company. Hire a company to secretly shop your
utility. They can provide you with feedback from a customer’s perspective on
what it was like doing business with you. Use this information to evaluate
the question, “Are we creating a memorable experience for our customers?”
Utilities in competitive markets should mystery shop their competitors for a
service and price comparison. Mystery shopping can provide invaluable
information for attracting and retaining new customers.
Make Employees Owners in the Company. People work harder and care
more about customers when they feel like they have ownership in the
business. Create an incentive plan that lets them share in profits. Reward
and recognize their commitment to customer satisfaction and do it often.
Measure What’s Relevant. Utilities should not simply tell employees
to do their best. You and they have to know how they’re doing and where they
can improve.
Show Appreciation. When was the last time you received a thank-you
note or a heartfelt thanks for spending your hard-earned money with a
business? Send thank-you notes and incentive gifts to your customers to let
them know how much you value their business.
Keep in Touch With Customers. How often do you hear from the
insurance agent that handles all your insurance needs or the real estate
agent that sold you a house or the countless other businesses that have
provided you with a product or service? Do you remember their names and
refer them to other people you know? You do if they keep in contact with
you. Call at least 10 customers a week just to keep in touch with them. Send
out a monthly or quarterly newsletter. Let them know about other products
and services you offer.
The Customer Is Everybody’s Job. Whether it’s customer service
representatives, outside field staff or people in accounting, everyone
should treat customers as if they are gold – because they are. Empower your
employees to handle customers proactively, to look for the win in every
interaction.
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David Saxby is president of Measure-X, a Phoenix,
Ariz.-based measurement, training and recognition company that specializes in
customer service and sales skill training for utility companies. He can be
reached at 888-644-5499 or via e-mail at
david@measure-x.com. Visit the Measure-X Web site at
www.measure-x.com.
