Customer Service Wins Every Time – Price Cannot Compete

As I write this, I am reminded of an incident that happened a week back – the United Airlines episode where a hapless passenger was gravely mistreated. Since enough and more has been written about this, I don’t intend to delve deep into this topic, apart from pointing out one thing, that an organization as large as theirs forgot the mantra ‘it takes months to find a customer and only seconds to lose one’. In a matter of few hours the company was embroiled in a PR crisis and in a couple of days their share prices crashed and they faced negative backlash and criticism, that is much deserved, if I may say so.

Focus on the basics

Now-a-days, it is not only a company’s pricing strategy that wins customers. To attain your set targets, you may reduce your pricing and win clients, but would that assure your clients remain loyal to you? Is price THE only deciding factor for a customer to not look at your competitors’ offerings? While winning customers may not seem as challenging, retaining the existing ones sure isn’t as easy as it seems. The cost advantage is no longer the only parameter for customers. You must look beyond this and develop an alternate strategy that focuses on quality and brand experience.

Gone are the days when there were limited players that reigned the market and price was not a deterrent. We live in a world where there is a market for everything and this is not just the virtual world that I am talking about. With multiple crowdfunding platforms available for entrepreneurs and innovators, companies are launching faster than ever before. (Companies large and small tapping into crowdfunding)

Go the extra mile. It is never crowded.

In the face of cut-throat competition, when companies are looking at gaining market share and rapidly increase their customer base, it is important to deliver on all fronts and not just offer the lowest price. You win customers when you offer more value. Remember all the instances when you have taken a liking to a company or its products because of the service received and the price wasn’t the deciding factor. Have your customers at the center of your business strategy and you are sure to stand apart from your competition. Provide extra services/ benefits. At the risk of sounding repetitive, I must remind you that no brand has a monopoly in the marketplace anymore, so if you don’t keep your customers happy, some other company will.

Deliver an experience

With the dominance of social media in our lives, we have become extremely vocal – be it raving about our local restaurant or ranting about X brand’s customer service. On any given day, Twitter and Facebook is abuzz with happy and unhappy customers, recommending as well as criticizing services/ products. Those are your customers talking, are you really listening? More often than not, organizations stick to a set of standard replies when replying to aggrieved customers. That really doesn’t help in addressing your consumer’s concerns – there must be more personal involvement. Excellent customer service is the deciding factor for consumers to place their trust in a brand. While it certainly isn’t possible to keep all your customers happy, but the majority should be. Consumers stay loyal to a brand when they know they are heard and their grievances are addressed.

As an organization, your sole aim should be to provide an exceptional customer experience. Just to drive this point home, I’d like to mention a study that states by the year 2020 customer experience will overtake price and product as the key brand differentiator. When we speak of customer experience, think Apple. All Apple users are brand loyalists and evangelists. They love the brand to the point where they are willing to wait in queues hours together to own the product on the day of its launch. The products are not loved because of its pricing. The thrill of owning an Apple product and the sheer experience it offers is incomparable. You need to strive to deliver an experience that is unmatched.

And as I sign off I’d like to leave you with this thought – The customer’s perception is your reality: Kate Zabriskie

– Dhruv Jain, Director, Expotrade Global

The article originally appeared in LinkedIn

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The Power of Words: How to engage your audience when presenting at a Conference

Have you heard people say, good speakers are born, not made? Well, I am here to tell you that it is a myth. No one is born a good speaker – you develop certain skill sets that make you a good speaker and you further hone those skills with experience. You were not born with a stellar command of your language, you developed it over time. Similarly, you become an inspiring speaker over a period. Good public speaking skills will only boost your confidence, make you more eloquent and ultimately help you advance in your career.

Can you remember an instance when you tried to wriggle yourself out of a situation, because you were nominated to present on behalf of your team and you preferred to be a spectator and let some other team member enjoy the limelight, only because you have stage fright? To you, I say, anyone can become a public speaker. There is no ONE essential requirement to be an exceptional speaker. It is a blend of many skill sets – inherent and acquired.

Content is king

You need to know everything about your content, and when I say everything, I mean E.V.E.R.Y.T.H.I.N.G. You don’t want to be in a situation where you are fumbling for answers because you didn’t think your audience would ask questions about it. A humble request, please don’t be one of those who have someone else create their presentation for them and then deliver it in a robotic manner, because that will not get you anywhere. When you are on stage, you need to develop a rapport with your audience; they should be clued in to your presentation and not lose interest midway.

Remember to keep your audience engaged. Use analogies and metaphors. Deliver insightful content in a crisp manner – a combination of textual and visual content is a more persuasive method than wholly verbal presentations. The power of visual content in a presentation is undeniable. I have seen speakers present to an audience of 300 or more in a room and not lose their audience interest even once. This brings me to the second most important requirement, voice modulation.

It is not what you say, but how you say it

The importance of pitch and tone while communicating is crucial. Using an aggressive tone can give an altogether different impression. Have you ever been in a situation when you were in a discussion with friends/ colleagues and you have miffed them with your point of view. More often than not, people are receptive to different ideas and perceptions, but it is the tone of voice that makes the difference. Use your voice to create an impact. Finding the right tone, volume and tempo are crucial factors in delivering a powerful speech/ presentation. A monotone pitch would indicate that you are quite unenthusiastic. Have a clear voice. Find the right timing to pause between sentences and most importantly modulate your tone depending on the text you are presenting. Once you have mastered this as well, the next crucial factor that you need to bear in mind is non-verbal communication.

Passion changes everything

All those public speakers who are popular and considered the best are the ones who engage with their audiences. To be able to connect with your audiences isn’t as difficult as you think it to be. The key is to be passionate about your topic. Speakers are also known to use hand gestures in enhancing presentations – the general rule is that your confidence is directly proportional to the way your ‘hands talk’ as you present. Excitement and passion are infectious. Your confidence and positive energy will also reflect in your body language; walk across the stage and don’t be limited to standing in one spot. Let your audience feel the vibe.

If you want to enter the niche category of becoming a powerful orator and an inspiring speaker, there is one thing you need to do. Practice. Practice. Practice. You can never be over prepared. Invest in yourself. If you don’t, no one else will.

Remember, good speakers are made and not born! All the great speakers were bad speakers at first. Les Brown once said, ‘You don’t have to be great to get started, but you have to get started to be great’, so what are you waiting for – get going! ­

– Dhruv Jain, Director, Expotrade Global

The article originally appeared in LinkedIn