I just wrote an article for my monthly newsletter (The Shepard Letter) about customer loyalty. This is not a copy of the article, rather further explanation of the concept. The article introduced a concept in the form of an equation: Customer Loyalty = Great Service + Confidence Sounds simple, and it is. Provide great service […]
Sounds simple, and it is. Provide great service and create confidence, and you can create loyalty. Hundreds if not thousands of books have been written about how to provide great customer service and loyalty. Not many have been written about confidence, especially as it applies to customer service.
Well, this may be the place the book on confidence starts, even though it is just a few sentences. My belief is that confidence comes first from consistency. Great customer service is an all of the time thing. You can’t be good one day and just okay the next. Inconsistency could be the fastest way to erode customer confidence. So make sure that what you are doing today is good enough to make that customer want to come back to do business with you again the next time they need what you sell.
Now, I have a favor. If I do in fact start to write a book, I want your help. Send me your ideas on how you create confidence with your customers and employees and I will start to compile the ideas. Once the book is written (if it ever is), you will get full credit and receive a copy. Email to firstname.lastname@example.org.
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