Thank you, please come again

CLAIRE HEANEY
AUGUST 19, 2015
HERALD SUN
CUSTOMERS have become so used to substandard service that basic improvements could deliver scores of loyal supporters, spreading the good word about a business, according to an international expert.
New York-based Peter Shankman, who is in demand for his insights into entrepreneurship, digital media, marketing and consumer behaviour, said when businesses provided even basic service customers were wildly jubilant.
“We expect such poor customer service that we expect anything from really bad to just meh,” said Mr Shankman, who was a keynote speaker at last night’s Startup Grind event in Melbourne.
“If you can give your customer just a little bit better than what they expect they will be your brand loyalists.”
He said customer service needed to be just one level above bad.
He said if people booked flights, departed and landed on time and got the seat they booked, they raved about what a great flight they’d had.
He said even when things did go wrong people wanted to be heard and acknowledged.
Small things counted.
He cited the example of Morton’s The Steakhouse, in the US, for its simple but effective strategy to win fans.
When a booking was made, staff were trained to ask if it was a special occasion. When the customers arrived they were met with a sign bearing their names, wishing them a happy celebration.
“You have these people Instagramming the sign,” he said.
Because social media worked on bragging and drama, people eagerly posted images. Others saw them and wanted the same experience.
Mr Shankman said one of the first things businesses needed to do was to figure out who their audience was.
“I think before they even start doing the digital round the best thing they can do is understand where their loyalists are,” he said.
He recalled an experience with Google Shopping that could have ended badly. He had ordered one box of size five nappies for his baby but five boxes of size ones turned up.
“They responded within five minutes saying they would drop off the correct order and credit me,” he said.
If a big company like Google could respond there was no excuse for others, he said.