How To Lose A Customer In 90 Days (Or Less)
Customer Service Errors Aren't Limited To The Website Design Industry
Let us start by saying that we don't pretend to be perfect and that we mere mortals at Tochin have made mistakes in our time. However, since starting on our magical design and marketing journey many moons ago we have welcomed many clients on to our books because of their negative customer service experience elsewhere. These negative experiences are not limited to the website design industry but can occur in practically any other type of business.
We have put together a few examples for you to cringe at so you can make sure your company is the one to be gaining new customers, not losing them.
- Customer service 101: Don't send snide or rude internal emails about clients to the clients. They won't be happy, even if you send them flowers. This is the very problem a new client of ours faced. Our lovely new client closed her account immediately with the old website designers and we gladly finished her website design project. Likewise, don't leave the phone line open then rant to a colleague about how difficult the person on the other end is being or hide in the stock room to complain. Chances are the tannoy is on or the customer is standing right outside the door! In fact, don't be rude about clients and customers at all. They pay your salary and while some interactions can be difficult, being rude does not just reflect on one member of staff but the whole company's reputation.
Who Said Ignorance Is Bliss?
- Don't be an ostrich. If a client reports a problem, don't bury your head in the sand and hope it goes away. The most polite complainant can quickly become angry if they feel ignored so a molehill becomes a mountain with a customer going elsewhere. Dealing with a problem head-on can be uncomfortable but customers will appreciate your honesty and direct approach, even if they are frustrated.
- Believe in your products and services. Anyone see Daniel on the tenth series of The Apprentice? In a pitch he said he would not wear the t-shirt the team had created in public. Funnily enough, the buyer he was pitching to didn't place an order. Slips of the tongue like this show a lack of faith and confidence in your products and services, which will make your customers lose confidence too. So make sure your products and services are the best, then you and your team will convey your passion easily.
In a recent case Tochin picked up a new client. The reason why this happened is the client overheard the old web design agency staff laughing about the quality of the website design job while on the phone to the sales manager. Tochin happily stepped in and went though the whole design process to put in place a suitable website designed for their business needs.
We Learned From Our Website Design Competitors' Mistakes, So Can You
- There is clever pricing then there is sneaky pricing. Some clients have found website design quotes tricky in the past where prices quoted seemed acceptable but once in a contract, they discovered added extras were required so the price quoted was not accurate at all. Often a bespoke service, website design can be hard to quote but transparent pricing and a willingness to answer questions gains clients' trust. This is the same in any industry. Nobody likes to feel conned.
- Manage client expectations. Quoting unrealistic rock bottom prices and over-promising can only lead to disappointment, whether the aim was to get the order at any cost or your company genuinely wanted to deliver. For example, SEO guarantees that have fallen short have led more than one client to Tochin's door.