It has always frustrated me that so many businesses which could be great successes struggle because they don’t understand a few basic principals about sales and customer service. My years of studying consumer behavior have reinforced my view that many companies could double revenues and increase profits dramatically by understanding that people are what make the difference. It also baffles me that executives who manage or even own their businesses don’t understand that customer service is only one component of the loyalty process. The gap between customer service and generating repeat patrons is the relationship that one customer has with one company associate.
Today, customer service is more important than ever, for businesses of any size. A recent study by Consumer Reports found that two in three consumers have walked out of a business because of poor customer service. With the advent of social media, customers have become the voice of the brand, creating a tremendous need for companies to realign their customer service training, policies, procedures and most importantly, to think about customer loyalty in a new manner.
Therefore, I decided to do something about it!
I am very happy to announce that my first book, entitled The Welcomer Edge: Unlocking the Secrets to Repeat Business, is now available. Please visit our website to purchase your copy today to learn, firsthand, how to redefine your company’s customer service protocol to increase sales and ensure repeat business. Once you read this book, you will never view a customer encounter in quite the same way.
Based on years of consumer research and both personal and professional experiences, the principles outlined in The Welcomer Edge can be applied to the largest retail operations in the world as well as the smallest boutique. They are applicable to any interaction, in any type of location; a brick and mortar visit, a call to a contact center or an online purchase.
The book establishes a new classification system for all sales and service providers:
• Welcomers: Associates who draw new customers to a business, engaging and providing them with a level of service which converts them to loyal patrons. Welcomers can create a relationship that lasts a lifetime. (Please note that Welcomers are not company greeters, although some greeters may have traits of a true Welcomer)
• Robots: Staff that just go through the motions in their customer interactions, without understanding the importance of making a personal connection.
• Indifferent: Employees who overtly communicate that they really do not care whether you are a customer or not. They almost never say “hello”, certainly do not say “thank you” and may even walk away when you need assistance.
• Hostiles: People who do not want to be at their jobs and make it abundantly obvious that they have no intention of providing assistance of any kind.
Through this new typology, I demonstrate how Welcomers are so valuable that companies which find, hire, and reward associates who are Welcomers have a distinct advantage over businesses that do not. To increase customer satisfaction and ensure repeat business, companies should employ more Welcomers and train Robots to think and act more like Welcomers. My book provides a detailed guide on achieving this transition.
To download a chapter of The Welcome Edge: Unlocking the Secrets to Repeat Business please click here.