As I was wandering through the Internet I found some great information on customer service on Help Scout. The article was actually a compilation of quotes, facts and statistics from different companies and individuals focused on the ramifications of bad customer service and the benefits of positive engagement with customers. I thought I would pull some of these out for this week’s blog.
American Express Customer Service Barometer (2017) – “More than half of Americans have scrapped a planned purchase transaction because of bad service.”
Salesforce – “74% of people are likely to switch brands if they find the purchasing process too difficult”
New Voice Media – “After one negative experience, 51% of customers will never do business with that company again. “, “U.S. companies lose more than $62 billion annually due to poor customer service.”
Those are some powerful numbers and some amazing findings, showing that the attitude companies have towards the importance of positive engagement with customers can seriously affect the bottom line.
It’s important to spend time accessing your company’s customer service through all lines of communication: in person, via email, phone, mail, on social media and in any other ways that you are in touch with your customers.
Every person who works for the winery, no matter what their job is responsible for being available to help customers if they come into contact with them. Each and every employee should have some customer service training. Though employees who work in the cellar or in the back office may not encounter many visitors, if they happen to run into a visitor, they should make eye contact, smile and be available to help if needed (even if it is merely directing someone to where they want to go).
How long has it been since you did a customer service review in your business? Are you overseeing at least one customer service training session per year for all your employees and offering more training for those who are on the front lines of customer interaction?
Good customer engagement will raise your sales, according to the 2017 Customer Service Barometer from American Express 7 out of 10 U.S. consumers say they’ve spent more money to do business with a company that delivers good service
A simple upgrade to your customer service should mean more wine sold, more return customers and a strong uptick to your bottom line.
A tip of the glass from me to you.
E Column
by Elizabeth “E” Slater, In Short Direct Marketing
A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.
Follow E on twitter @esavant and facebook.
