Do Your Staff Recognize the Long Term Value of a Customer

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Customers expect a certain level of service at all times and are naturally happy when they receive it and can easily become disgruntled when they don’t.

Take the example of a customer returning to their local hardware store because a doorbell they had purchased had stopped working — probably just after the warranty expired :)

The customer went to purchase a new doorbell but also took the old one and the original receipt along to see if there was any chance of getting a replacement. After all, it hadn’t been that long since they had purchased the doorbell.

The customer explained the situation in the store — although they recognized that the sales rep probably wouldn’t be able to do anything about the broken doorbell.

However, the sales rep recognized the customer was a regular and got a replacement, issued a replacement receipt but declined to take any money from the surprised, yet grateful customer.

My Perspective: That team member wisely displayed initiative in allowing the rules to be bent a little for a loyal customer. They recognized the long term value of a loyal customer against the cost of the replacement doorbell.

It’s essential that your team has the flexibility to display such initiative on occasions when it’s appropriate. It creates delighted customers and the loyalty is priceless.

As a bonus, the customer wrote a letter to the manager complimenting the sales rep on the excellent service and attitude. Any manager that receives a complimentary letter like that knows their staff is putting the customer’s interests first.

For the small cost of a doorbell, they generated positive word of mouth advertising and inspired greater customer loyalty.

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