Let me ask you a simple question - do you want your
customers to say positive things about your business to
other people? I bet you do, because as we all know "word of
mouth" is one of the most effective and low cost ways to
find new customers. And the most effective way to generate
"word of mouth" is to provide extraordinary customer
service.

Remember - the difference between ordinary and extraordinary
is just that little bit "extra." So what is that little bit
extra?

I recently decided that I needed a new pair of training
shoes. I was suffering from sore calves after exercising and
put it down to the state of my shoes. (And before you say
anything, there's no way I'm putting it down to old age).

A visit to a local sports shoe store resulted in me walking
up and down the length of the store in my bare feet with my
suit trousers rolled up to the knee. Two sales assistants
were sitting on the floor watching my progress.

After much discussion between us they recommended two pairs
of shoes that I should try. New shoes were purchased; no
more sore calves and I told you it wasn't old age.

These sales assistants provided that little bit "extra."
They made me feel important, they were warm and friendly,
they responded to what I had to say and they listened to my
complaints about my aching muscles. I've now recommended
that sports shoe shop to several people.

Research tells us that customers want two basic things from
a supplier: -

Firstly, they want quality core service. - In other words,
they expect your product or service to work, to do what you
say it'll do. (However, do this alone and you'll only
provide "ordinary" service).

Secondly, they want friendly caring service. - They want to
be acknowledged, to feel that someone is interested in them
as an individual and that they're cared about. (This is what
provides that little bit "extra").

Here are Six Steps to add that little bit extra and generate
word of mouth:

1. First impressions are vital - It therefore makes good
sense to consider what you look like and sound like. In a
face to face situation it's important to make eye contact
and smile. On the telephone, it's not what you say as an
initial greeting that matters, but more important how you
say it.

2. Warm and friendly - This is what most people want and it
makes your life easier too.

3. Use names appropriately - A person name is one of the
warmest sounds they hear. It says that you have recognised
them as an individual.

4. Respond - If a customer says something, the intention was
for you to hear it. And if you hear it, it's a good idea to
acknowledge it.

5. Actively listen - When you think about it, most people
aren't very good listeners. We'd all rather be talking. You
have to work hard at listening particularly if you want to
let the other person know that you care. Many people listen
but don't show that they're listening. You've got to do all
the nodding head stuff and look like you're interested. And
remember over the phone; occasionally make some indication
that you're still there.

6. Close positively - At the end of an interaction it's a
good idea to make a positive statement on a business level
and a personal level. Say something like - "If you have any
further problems then please phone me on this number and I'm
sure you'll enjoy your holiday next week".

Make no mistake about it, providing friendly caring service
creates that little bit extra and generates word of mouth
for your business

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