You catch more flies with honey than with vinegar.
I don’t know who said this, but it is most definitely true when it comes to retaining customers and attracting new ones. Since it costs you 4 times as much (or maybe more) to gain a new customer, retaining your existing customers quickly becomes a priority.
Do you know your customers’ opinion of doing business with you? This is not about “satisfied” responses to surveys you might send out post-sale or your impression of how successful the sale was based on the dollar value of the sale. This is about the willingness of your customers to refer your business to their friends and family.
Research has proven that if your customers are only “satisfied” with their purchasing experience with you, they are not referring their friends and family to your business like they will when you adjust your customer service practices and measurements to make sure your customers are having the experience they want to have with their purchase.
Be sure your front line people – from the person answering the phone to the person greeting people who enter your business – possess the natural talents, skills, and empowerment to competently manage the sales process for your business. You are going to need to take an in-depth look at both the natural talents of your staff and your sales process in order to understand how well you are doing.
Then you need to ask one question of each customer: Will you refer our business/service to your friends and family?