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As
a quality glove fits our hand, so too should our service cloak your customers.
As
we strengthen our relationships with customers over time, we go beyond
providing each with identical high-end service. We strive to understand how to treat each client and each customer in the way they best want to be treated. We build a profile of our
customers, come to understand the services and features they value, and tailor
our deliverables to fit their needs. In these ways and more our customers feel valued and special, and will crave the attention we can provide them through custom service. I liken it to fitting our customers like a glove.
Outer Protection
Like
a good glove protects one's hands, so too does American Express protect its
customers. Whether using secure servers or Internet protocols that conceal the
identity of their customers, their users feel safe and valued by this
carrier. We should take care to protect our customers: from fraud, from mass marketing abuse as a result of being on our mailing lists, and in other ways. With identity theft on the rise,
let's let our customers know of our efforts to protect their accounts and the
privacy of their buying habits.
Inner Comfort
Another
feature of a good glove is the comfort it provides. Is it easy to put on and take off? Psychologically,
customers want shopping and buying systems that are easy or even fun to
use. They don't want to feel they
must conform to a system for processing sales transactions that appeals to some
lowest common denominator. They
appreciate a system that makes buying easy, that doesn't require long or
laborious processes for purchasing goods or services. Is the shopping process
easy? Is it comfortable? Do you know? Ask your customers. Long lines,
burdensome rules and regulations, and slow processes are turn-offs. We can turn
our customers on by creating comfort for them throughout our relationship with
them. By recording their preferences we can better customize our services and
enhance their buying experience. We see this in the hospitality field; The
Wyndham Hotels and Resorts' ByRequest program actively seeks customer input on
preferences, from types of pillows and beds to preferred reading materials and
mini-bar items. Let's face it, we love a glove that's well broken in and fits
us masterfully. That's what customization feels like to our customers.
Style Points
Let's
face it, our customers want more than the basics. The best gloves combine form and function. Style counts here so let's review the
manner in which we provide the service. Are our customers aware that what we're doing is a form of customer
service? If not, we must find ways
to let them know that's what we're doing for them. After all, it's only fitting.
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