You probably know this one: “Do unto others as you would have them do unto you.” However, when it comes to customer retention, the golden rules are different.
Everyone loves a good story, especially one that makes a point as this one does.
A Tale of Unmet Expectations
You are in a restaurant. You are served the wrong entree or the food you have ordered is cold or uncooked, or your server drops your plate on the way to your table. Clearly, your expectations have not been met.
Besides bringing you a new meal, what should the restaurant do?
(a) nothing else
(b) server and manager each apologize profusely
(c) offer you an appetizer or a salad or something that can be brought out immediately while you wait and others at your table eat their entrees
(d) not charge you for your entree
(e) give you a gift card that can be redeemed on a future visit
When a customer’s expectations are not met, an opportunity is presented to turn a previously satisfied customer into a fan or a critic.
The Golden Rules
Here they are:
If your business was a restaurant following the golden rules of customer retention, you would offer at minimum offer items (b), (c), and (d).
Next Steps for Your Business
If you would prefer to gain fans instead of critics when you don’t meet expectations, remember these golden rules and empower your employees to use them.