When you want to improve customer loyalty, turn bad situations to your advantage. If things go wrong, step up to the plate to fix them. You’d be surprised at the return on investment you receive from doing so.
A great example of taking the right steps to build loyalty happened to me not too long ago. We use a convenient laundry service that picks up our dry-cleaning and delivers.
A new pair of fashion pants came back from the cleaner utterly destroyed. The cloth had bubbled and buckled and almost torn apart.
Next to the telephone number on the laundry receipt was a small note: “Liability may be limited to the cost of dry-cleaning.”
With concern in my voice, I called the proprietor of Laundry Unlimited. To her credit, she listened to my report and immediately replied, “Well, it sounds like we need to buy you another pair of pants without delay.”
Dry-cleaning cost? $7. New pants? $150. Taking the right steps to improve customer loyalty? Priceless.
It will take many dry-cleanings for Laundry Unlimited to earn back the money spent replacing our pants. But Linda has earned our loyalty for many years to come.
She deserves the profits she will make and couldn’t have responded better to improve customer loyalty.
Key Learning Point To Improve Customer Loyalty
When things go wrong, don’t hesitate to spend money setting things right. It isn’t money spent at all; it’s money wisely invested and will improve customer loyalty.
Action Steps To Improve Customer Loyalty
What is the “cash value” of things that break, malfunction, get lost or otherwise go awry for your customers? Are you ready to spend that amount – immediately – to set things right? When you do so, you are making an investment that could have rich rewards for years to come. Happy customers come back and tell their friends.
For a lifetime of customer loyalty, are you willing to invest even more?
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Copyright, Ron Kaufman. Used with permission. Ron Kaufman is the world’s leading educator and motivator for upgrading customer service and uplifting service culture. He is author of the bestselling “Uplifting Service” book and founder of Uplifting Service. To enjoy more customer service training and service culture articles, visit UpliftingService.com.
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