A-Head for Success

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A-Z of Business: C – Customer

Customers are the lifeblood of any business.  It doesn’t matter how good your product or service, if you don’t have customers willing to buy, you have nothing.  In such challenging times, and considering the cost of attracting just one customer (have you ever done the maths on this?), customer retention is a stronger strategy than customer attraction could ever be.

Yet, it seems that customer care has taken a back seat to profit.  A short-term tactic with long-term consequences.  And yet, effective customer care does not have to be costly.  Not only that, you can expect to see your profits increase as your customers stay longer, buy more and refer more.  And the benefits don’t end there – your employees will be happier.  I am always struck by the check out staff at supermarkets who don’t acknowledge you – how unhappy they look.  I pay extra where the staff are happier – it makes such a difference to the buying experience.

Below are my top ten tips for customer retention.

All customers:

  1. Acknowledge them by name if known, and a warm smile – a genuine smile even comes across over the phone.
  2. Tell them you’ll be with them in a moment if you are busy with someone else.  If it will be more than a moment – let them know in advance.  Set realistic expectations.
  3. Ask yourself how your processes and actions serve customer needs and affects their experience .
  4. Make sure your staff are knowledgeable and find answers to questions if in doubt.  Saying “I don’t know” is just not acceptable.
  5. Under-promise and over-deliver – essential for trust.  Do keep them updated if delays are foreseen.
  6. Hire and train staff who have a strong customer service orientation – be uncompromising about this.  Any apathy or negativity affects profit and morale of other staff members.
  7. Treat your customers how you want to be treated yourself.  You know how it feels when you are respected and when you are treated well.  I am reminded of a friend of mine who recently reported that she closed her bank account as her bank was offering new customers a better interest rate, despite the fact she had been a loyal customer for years.

The biggest risk factor in terms of customers is how you deal with them when there’s a problem.  Here are my top tips to deal with unhappy customers:

  1. Respond positively and empathetically:
    • Thank them – their feedback is a gift and helps you improve your business.
    • Be quick to apologise authentically.
  2. Inform them of what you will do with their feedback – and then make sure you do what you say you will do– it will help build your business in all kinds of positive ways.
  3. Resolve problems quickly and thoroughly.  Be sure to give a little extra to make up for the inconvenience.

Responding well to complaints can not only redeem you in the eyes of the customers but make a complainant into an ambassador for your company, bringing in new business.

Finally, one last thought – do make it easy for people to do business with you – don’t let apathy be your only weapon for customer retention.  Delight them and make raving fans.

To your success!

Tricia Woolfrey

PS  Customer attraction and retention are a very complex area – to book a consultation to find out how you can gain more business through customers new and existing, call 0845 130 0854.

© Tricia Woolfrey 2012

About Tricia Woolfrey

Tricia Woolfrey is a business, performance and productivity coach, helping people to succeed in their business, and for their business to succeed. She has extensive experience with clients across several business sectors, including IT, telecoms, event management, entertainment, recruitment, finance, PR, coaching and therapy, support services, legal and more, ranging from large corporates to start-ups and the solo-preneurs. 

Prior to running her own consultancy, she was Group HR Director for a multi-national organisation and is a member of the Chartered Institute for Professional Development. Her integrative approach to change has had profound results for individuals and organisations alike.

“The results there were nothing short of fantastic”- Guy Apple, VP Marketing & Sales, NVT, UK

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A-Z of Business: B – Brand

We normally think of brand in terms of  company name, tag-line or logo and it’s an important part of your marketing.  Personally, I view brand as much more than this.  Let’s say your company name is  “Precision Accountancy Partners”, there is a promise implied in that name which suggests a level of accuracy and professionalism.

This message can be undermined unless you make sure that the following supports this message:

  • The quality and design of your business card and website
  • Your personal image – how you dress and how well you are groomed
  • Your voice
  • The words and language you use
  • Your body language
  • The behaviours you choose
  • The decisions you make
  • The quality of your work
  • Whether you deliver on promises
  • Whether you turn up on time
  • How organised you are

Whether you mean to or not, you are constantly communicating your brand.  I wonder what message you are sending out?  How does this compare with how you want to be perceived?  If there is a mismatch, what can you do to get back on track?  Sending out the right message can make all the difference for you and your business or career.

As Michael Eisner, former CEO of Disney said “A brand is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.”  If you want to know more, why not book a session so you give your business the best chance of ongoing success?  Call me on 0845 130 0854 to find out more.

To your success!

Tricia Woolfrey

PS  Have you recently had a psychometric profile?  This can really help you to understand your strengths and blindspots so you can work at your very best.  Call me on 0845 130 0854 to find out more.

© Tricia Woolfrey 2012

About Tricia Woolfrey

Tricia Woolfrey is a business, performance and productivity coach, helping people to succeed in their business, and for their business to succeed. She has extensive experience with clients across several business sectors, including IT, telecoms, event management, entertainment, recruitment, finance, PR, coaching and therapy, support services, legal and more, ranging from large corporates to start-ups and the solo-preneurs.

Prior to running her own consultancy, she was Group HR Director for a multi-national organisation and is a member of the Chartered Institute for Professional Development. Her integrative approach to change has had profound results for individuals and organisations alike.

“The results there were nothing short of fantastic”- Guy Apple, VP Marketing & Sales, NVT, UK

Continue reading...

A-Z of Business: A – Appraisals


 

 

 

 

 

 

 

Now, you may be thinking of appraisals as something you do to your staff to tell them where they are going wrong and put them on the right track.  But it is more than that and it is more than just about your staff.  Done well, it is motivational and inspiring.

Appraisals are something you can do for yourself, your business as well as your staff.  It is a way of looking at:

  • What’s going well so you can do more of it
  • What could be improved so you are continuously evolving
  • Progress against goals so you can get back on track if you need to
  • Adjust your goals so that they are relevant to changing conditions such as market, environment, competition, etc
  • Plan for the future

It can help you really stay on top of your game if you are conducting regular appraisals of yourself, your business and your individual staff members.  You first of all need a list of competencies and measures of success to appraise.

If you want to know more about how to do these well, why not book a session so you give your business the best chance of ongoing success?  Call me on 0845 130 0854 to find out more.

To your success!

Tricia Woolfrey

PS  Have you recently had a psychometric profile?  This can really help you to understand your strengths and blindspots so you can work at your very best.  Call me on 0845 130 0854 to find out more.

© Tricia Woolfrey 2012

About Tricia Woolfrey

Tricia Woolfrey is a business, performance and productivity coach, helping people to succeed in their business, and for their business to succeed. She has extensive experience with clients across several business sectors, including IT, telecoms, event management, entertainment, recruitment, finance, PR, coaching and therapy, support services, legal and more, ranging from large corporates to start-ups and the solo-preneurs.

Prior to running her own consultancy, she was Group HR Director for a multi-national organisation and is a member of the Chartered Institute for Professional Development. Her integrative approach to change has had profound results for individuals and organisations alike.

“The results there were nothing short of fantastic”- Guy Apple, VP Marketing & Sales, NVT, UK

Continue reading...