To master the delivery of your business, you must have control over the supply, quality and ease of purchase of your product or service. But most of all, Delivery Mastery refers to customer service. Strangely, many business owners don’t realise their level of dependency on their customers. I am here to tell you that no matter what you sell, no matter what your business does…
…you are in the customer service industry.
This means that you must pay extra attention to the little things that may not mean so much to you, but mean a lot to your customers. When your customer service is outstanding, you can be sure your customers will tell some of their friends. When your customer service is bad, you can be sure they’ll tell even more of their friends!
As Dr Paddi Lund calls them, the ‘Critical Non-Essentials’ in your business must be systemised and executed well in order to deliver an incredible experience about which customers will rave! Although the ‘little things’ in your business, such as a new coffee machine or a nice fragrance at the entrance for your customers, don’t mean much to you, they are of critical importance to your overall success. Once you discover this, you will understand that being good at your job does not automatically mean customers will beat a path to your door. Your customers judge the quality of your work differently than you do, and base their opinions on many things. Your specific service or product is just one of those.
A good example of this is a dentistry clinic. Many business owners, including Dr Lund at a point in time, choose technical perfection over the comfort or happiness of their patients. They believe that this is how they will gain raving fans. But let me ask you this question; if you are sitting in a dentist chair, and notice cobwebs on the ceiling, cigarette buds in the waiting room ash trays, and un-dusted furniture, how confident would you be that the utensils, that are currently being used in your mouth, are clean? Not very confident at all I would assume.
Dr Lund understood that customers judge your expertise in areas they do not understand by your excellence in areas which they do, so he put more effort into making his waiting room an experience that would wow his customers and gain their trust. It wasn’t long afterwards that Dr Lung overheard two of his patients raving about how much they love coming to his clinic due to the clean waiting room, the new books that replaced the old magazines, and the beautiful china offered when enjoying a cup of tea. Cleaning and polishing confirm technical competence.
Great customer service is the root from which profitability grows. This is because it is through word of mouth (far more than advertising) that new customers find you. It doesn’t just happen by accident. In the long run it’s the product of team building and training. Early on in business, it’s about making products and services easy to purchase and delivering what you say you will. It’s about simply being polite, friendly and helpful. Give your customers a reason to say “WOW!”.
Do you want to give your customers exactly what they want to keep coming back? Click here to book a FREE 1-on-1 business coaching session and turn your customers into raging fans today!
Keep your eye out for my next blog on Time Mastery. Here, I will give you a few good tips on how to claw back some more time from your schedule. Till then, here is a thought to keep in mind…
…“Your customers don’t care about how much you know, until they know how much you care.”