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What is the term follow-up anyway? In service we say “follow up with them to see if they would like to have their brakes inspected” in most cases it is “follow up with your customer to ensure they are completely satisfied”. In actuality the term “follow-up” is more of a mind set and if committed to will increase customer satisfaction and create customer loyalty.
Customer Satisfaction - Most companies follow up with their customers, but it is being done consistently? Asking your customers for their feedback on the most recent service experience can give you insightful information about your goods and services. Some things to consider when following up with your customer is ninety six percent of dissatisfied customers will not tell YOU the reason for their dissatisfaction and moreover ninety percent of dissatisfied customers simply will not return to you. The point is committing to and executing a follow up business plan. Consider a 3rd party or if using an in-house person try to separate them from your department. At times when the follow up pan is executed in-house by the time it reaches upper management the information has a tendency to be watered down and the customer is less likely to give you actionable feedback.
Customer Loyalty – When performing follow up, the point is making customers feel valued AFTER the sale and not only during the sale process. The most effective way to create customer loyalty is to call the customer and say “thank you” and find out if he or she is pleased with their last service experience. Trying to communicate with todays fast paced customer can be extremely challenging. the way to maximize your efforts is to try and make this follow up event personal. Voice mail and email make it easy to communicate but the personal touch is lost and should not be considered as legitimate follow up. They are a great way to reach out to a customer but the goal is to get them on the phone where they can hear your empathy towards choosing to do service with you.
In most cases the differentiating factor from one service facility to another is the customer service given. Providing exceptional customer service and creating loyalty make it to where cost advantages are no longer relevant. Keep in mind a “very satisfied customer is six times more likely to be loyal and repurchase and/or recommend over a customer that is “just satisfied”. Consider it can be ten times as costly to get a new customer than retain your existing customer. So in todays business where customer retention is and should be the number one focus for any business I would suggest reviewing your follow up process and ensure it has a personnel touch and is completed without fail every time.