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You don’t know what you got till it’s gone…
I read a great post on Drivingsales.com yesterday called Why You Lost your Best Customer that touched on an ongoing customer service experience that, despite many years of loyalty, ultimately led to switching brands. This got me thinking of my own experiences where because I had been a customer for so long the company started to neglect me. They got too comfortable with me. “Well Person A has been a customer for 10 years now so we can take care of Person B’s needs first since they are a first time customer, and we want to impress them.” Well… wait! Person A is still a customer and if anything should be considered just as important (if not more) than Person B.
“It takes less effort to keep an old customer satisfied than to get a new customer interested”
In a dealership setting it holds true as well. Person B may be buying that $70k car as opposed to the $20k vehicle Person A is purchasing, but over the last 10 years Person A has purchased $20k vehicles for his entire family and because they like your service so much, you can almost guarantee that his children will also be purchasing vehicles for their families as well. So basically being as loyal to Person A as they are to you is a lifetime investment.
“If we don’t take care of our customer, someone else will”
In addition to customer loyalty, just treating the customer right is in your best interest. Ever hear of word of mouth? So you got Person C coming in to purchase a car and their credit is not the greatest. Do you immediately disregard their needs? Or do you sit down with them and try to work out a plan? Bad credit doesn't mean they don’t make a decent salary or have a down payment available. Take the time to help them explore their options, advise them on how to clean up their credit so that they can come back to YOU when they are ready to purchase that vehicle. And even if you couldn't help them at that moment, they will be so pleased with how helpful you were to them that they would be sure to share their experience with their family and friends. Basically, Person C could ultimately become the loyal customer that Person A is.
“A happy customer will tell 3 friends, an unhappy customer will tell the whole world!”
So as cliché as this may sound it has held true through the times: treat others how you would like to be treated. This is relevant professionally, personally, and socially.
Any other customer service rules that you abide by? Share them below!