The fastest way to increase customer loyalty is by improving the
quality of customer service you deliver. In fact, I dislike thinking of
it as “customer service”. I prefer calling it “Amazing Service”. When
you take care of your customers so well they tell others, then you’ve
delivered amazing service. When you do that consistently, with every
customer, every time, then you’ll see customer loyalty, retention and
referrals go straight through the roof.
Amazing Service starts with the first impression your customers have
of your business. We’ve all heard the old saying, “first impressions
are the most important” but many of us have also forgotten how valid it
is. So, here’s a way to help remember.
A new customer will develop an impression about your employee (and
your business) in their first seven seconds with your employee. In that
slice of time, they will judge your employee in eleven different ways,
all of which affect how likely they will be to do business with you.
The eleven ways we are judged are:
(Not necessarily in this order.)
The outcome of these judgments is important. Our customers will roll
these judgments into one opinion of our business which will determine
how likely they are to become a new customer or a repeat customer. The
decision they make is one of these three conclusions:
1. They like our employee (and company).
2. They dislike our employee (and company).
3. They are indifferent.
Two of these conclusions are death to our business. Obviously
dislike is bad. But, in the long run, so is indifference. An
indifferent customer is a temporary customer. They are with you only
until something better comes along. They’re not loyal, long-term
So, as you work with your employees to improve your customer
service, remember to focus on delivering Amazing Service. And,
remember, the first step in delivering Amazing Service is by making a
great first impression.