Kevin Stirtz’s Amazing Service Rule #42
“Assure your customers.”
Customers come to us for one of two reasons. They want our help to
accomplish something or to avoid something. They know they outcome they
want. They engage our expertise and resources to get there.
And when customers choose us, they do so with a certain amount of risk.
They risk their time and money. But, most importantly, they risk not
getting what they came to us for.
When I travel across the country to speak at a conference, I need to
rely on the airline I choose to get me there. A lot of people at the
conference don’t get what they came for if the airline does not get me
there on time. That’s a big problem for me and my client who planned
So, we can help our customers by constantly assuring them. This
should start when they first become a customer and continue throughout
It’s especially important during a problem or service recovery.
That’s when you want to go overboard in assuring them everything will
Ways to Assure
Them One way to assure customers is to be specific. For example: “Mr. Smith your car will be ready at 4:15 pm today” is much more
specific (and believable) than “Mr. Smith, your car will be ready later
today”. Details tell them you know what you’re doing and that you have
the situation under control.
Another way to assure people is to make notes. As you talk with
them, take time to write down details of the situation. Even if you’re
talking over the phone, ask them to pause for a moment so you can take
notes. This tells them you are serious about helping them and you want
to get all the information you can. Plus it makes it easier to archive
that information so your co-workers can access it if you are gone next
time the customer calls back.
Make a promise to them. A great way to assure people is to make a
promise. Commit to something and give them your word. Then you are
honor-bound to get it done. People respect others who make a promise
and then keep it. It builds great credibility and loyalty.
When you take the time and effort to assure your customers, you’re
reminding them they made the right choice. And you’re giving them
something they want: peace of mind and the knowledge they came to the
right company for their needs. Do this consistently with every customer
and you’ll keep them coming back.