Michelle Ray speaks on customer service - Newsletter Summer 2003 Greater Victoria Chamber of Commerce "Business Matters"

The customer may not always be right, but the customer is always the customer. This was the point emphasized by Michelle Ray of Walkabout Seminars International during her recent customer service seminar for Chamber members.

Ray said that one satisfied customer will tell at least three other people about your service and one of those will become a lifetime customer. On the other hand, she said that with one dissatisfied customer, approximately seventy people will hear about it.

Ray also referred to an International Institute of Customer Service report that notes 68 percent of customers do no come back because of an attitude of indifference toward them. If such figures even partially ring true, then businesses in all sectors need to reflect on their level of customer service.

Ray suggested remembering that customer loyalty is earned by providing outstanding service and that it is very easy these days for customers to take their business elsewhere.

The key, said Ray, is to always seek to satisfy. To do so she suggests:

• To differentiate yourself from the competition, establish, deliver and then "go beyond" customer expectations.
• Narrow the gap between what the customers expect and actually receive in terms of service.
• Consistency and positive impressions by companies build relationships with customers.
• Remember that there is a direct link to customer satisfaction and the bottom line.