Nothing turns a good day into a bad one like poor customer service. Just when everything seems fine, all the sudden you encounter someone with an attitude or a complicated process that should be easy, and kaboom! Your mood goes from sweet to sour. And so does your willingness to ever again do business with that company. It takes work to attract customers and to maintain them, but they keep your business in, well, business. So why lose them unintentionally? You don't have to treat every customer like royalty, but it helps.
Take it from someone who must do exactly that every day.
YPO member Amit Dhamani may have been born into a successful jewelry business, but he's never been content to rest on his family's laurels. When his father began The Dhamani Jewels Group in 1969 in India, the company focused on local sales of loose gemstones sourced from his hometown. His relentless dedication to customer service helped grow the local company into an international business. When Dhamani led the company's growth into the retail sector in 2000, he understood that success would come only by emulating his father's commitment to customer service.
For over 45 years, The Dhamani Jewels Group has been the jeweler to royalty, high society influencers, and celebrities. Dhamani's goal is to make the company "the ultimate house of jewels, enriching our customers' lives by igniting their celebration of accomplishments, events, and emotions." Since for the most part diamonds are similar, achieving his goal requires an incredible devotion to customer service. How can you learn to treat your customers like royalty? Here are some suggestions from Dhamani:
1. Understand Each Customer's Purpose
"Some people who come into our store have a specific occasion for which to buy jewelry, while others come in for comparison and browsing. But just because a customer may not be there to spend money today doesn't make him less worthy of your time and care." The energy spent on customers is an investment in your company's future. Even if someone isn't in a position to sign a contract today, they could be ready later. And a positive experience with you when they weren't purchasing is a strong incentive to work with you when they are.
2. Convert Customers into Brand Ambassadors
"The key aspect of our customer experience is to convert each visitor into a Dhamani brand ambassador, regardless of whether they make a purchase." Every interaction is an opportunity to turn a person into a fan of your brand. And fans spread the good word about you, in addition to becoming repeat customers themselves.
3. Personalize as Much as You Can
"The fine jewelry business is all about personalization of products, service, and experience. But jewelry is also a vast world of unknowns for many customers, so our professional sales team delivers a world of knowledge to each customer." People have individual needs and wants, and tend to work with the company most willing to meet their unique needs. Have patience with your clients. Answer their questions and let them know you're as invested in the project as they are.
4. Evaluate and Reward Your Team Based on Customer Experience
"Our sales team members are appraised on each customer service delivery, rather than on sales alone." Your sales team is the face of your company to the outside world. Making customer service part of the evaluation and reward system ensures that each team member will put his best foot forward in each interaction. It also demonstrates that the whole organization, from top to bottom, prioritizes customer service.
5. Say Thank You
"Every purchaser gets a personal call from me, thanking them for trusting Dhamani and allowing us to be of service to them." Every purchase is an investment in you, and a sign that a customer trusts you to meet their needs. Don't take this lightly. Let them know that you appreciate their business and that you value your relationship with them.
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