Winning Well Connection
I first met Shep when we were both keynoting at International Customer Service Association conference in Florida. It was my very first external keynote (I was still working as an executive at Verizon) outside of Verizon and Shep was the incoming President of the National Speakers Association. I’ll never forget the moment he said, “So when are you going to do this for a living?” And, when you’re ready to leave Verizon, call me and I can give you some pointers to get started– which I did, and he was extremely helpful and encouraging. Shep was also one of our earliest encouragers of Winning Well. You can listen to our Winning Well interview with Shep on his Amazing Business Radio show.
Create Customer Confidence By Delivering Consistent and Predictable Experiences
In order for companies to be successful, their customers must feel a sense of confidence in them. No matter what you do or what you sell, you must create confidence. I’ve been preaching for years that the way to create confidence is to deliver a consistent and predictable experience. And, that is still the most powerful way to get a customer to trust you.
When your customers know you will always do what you say, you will always be on time, you will always do what you promise, you are always polite and appreciative … well, you get the idea. That word “always” is a pretty powerful word. It’s about consistency and predictability.
There is one more piece I’d like to add to the concept of confidence, which is to guarantee whatever it is that you do or sell. Why do people like to shop at Nordstrom? They know they are going to get great merchandise delivered with great service. In addition, they know that if for any reason they are unhappy with their purchase, or if there is a problem with whatever they bought, they know that Nordstrom has their back and will give them a refund or exchange the product.
I had the opportunity to speak with Aaron Leon of LD Products. His company sells remanufactured ink cartridges for copiers and printers. You might have a brand name printer like a Canon or HP, but you don’t have to buy brand name ink cartridges from those same brands. LD Products prides itself on a very cost effective alternative, sometimes saving the customer as much as 70% off the brand names. And, while LD Products promises great customer service, they know that they have a battle with the perception of the quality of remanufactured ink cartridges. So, what did Aaron Leon do? He offered a guarantee that takes all of the risk out of the purchase. Just how strong is the guarantee? Basically, if for any reason you have a problem – which you won’t – or you’re not happy, LD Products will take the product back and refund your money. That’s a nice guarantee, but the quintessential guarantee statement can be summed up with what Aaron Leon tells his customers: “If you don’t like the color of the box, we’ll take it back!” Now, that’s a guarantee!
So, are you so comfortable with your products and services that you’re willing to offer that kind of guarantee to your customers? Think about the trust and confidence that it would create. Think about the increase in sales. Think about the repeat and loyal customers. Creating customer confidence means delivering a consistent, predictable experience and standing behind your product or service – with a guarantee.
Winning Well Reflection
Shep is a master of customer service and his suggestions to build customer confidence by keeping your commitments and guaranteeing your products and services are fundamental to amazing your customers. We believe the same principles hold true for your employees. Can your employees count on a consistent and predictable experience with you? Credibility is your currency – both with customers and your team.