Don Crawley

Author of "The Compassionate Geek: Mastering Customer Service for IT People"
Seattle, Washington

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Five Quick and Easy Ways to Drive Your Customers Away

Customer service is about creating a great experience for your customer. Author/speaker Don R. Crawley points out that just as important as what TO do in customer service are these five fatal flaws NOT to do.

Written Jun 30, 2009, read 1709 times since then.

I like to write and talk about things TO do, instead of things NOT to do. Talking about what not to do is similar to telling someone not to think of a pink elephant. What immediately comes to mind of course is a pink elephant. Cliche perhaps, but true. We tend to do that upon which we focus, regardless of whether it's what to do or what not to do. Having said that, I'm going to break my own rule with this list. These are five fatal flaws of customer service.

Complaining

No one likes to hear someone else complaining. People are simply not interested in hearing about your aches and pains, your spouse's shortcomings, the bad weather, your car's mechanical problems, your fights with city hall, or anything else. I recently visited a small coffee shop that had just opened near my home. I'd heard good things about it, it looked great from the street, and when I walked in the door, I was greeted by very pleasant decor. I was excited to be there and looking forward to coming back. Then it happened. The owner started complaining to the other customer and me about his fights with city hall. He didn't just tell us about the problem he was having, but he went on and on and on. He spent so much time complaining that it took him ten minutes to prepare my drink. The negativity was draining. By the time I left, I'd changed from "Excited to be here" to "Can't wait to get out of here". The next day, I stopped in at our neighborhood Starbucks and was greeted cheerfully by the baristas who had my drink ready within about three minutes. It was a 180 degree change from the previous day's experience. If a giant like Starbucks can master great customer service, there's no excuse for a small business not to do the same. Our jobs, as business people, are to create a great experience for our customers in every way possible. Certainly it includes the products and services we offer, but it also includes the way we make our customers feel. Consumer decisions are emotional in nature. The better we make people feel, the more likely they are to do business with us. No whining!

Ignoring

In another recent experience, I dropped my lawn mower blade off to be sharpened. I spoke briefly with the owner who assured me the blade would be ready by a certain time on a certain day. He and I chatted briefly about a subject of common interest and I left, looking forward to picking up my blade on the promised day and time. I was also looking forward to chatting with him more about our common interest. I went back to his shop on the agreed upon day and time to pick up the blade. He was talking with another customer. I waited fifteen minutes, but he never even acknowledged my presence. He didn't greet me, he didn't say, "I'll be with you in a minute." He did nothing to acknowledge the fact that I was in his shop. Eventually I noticed my blade, still unsharpened. I retrieved it and left, never to return. We all get busy, we all have customers that required more time than others, but we must always acknowledge our customers. A simple "Hi. I'll be with you in a minute." would have made all the difference in the world.

Deceiving

This seems obvious, but it bears mention. We must always be completely honest with our customers about matters related to our business relationship with them. If there's a problem with an order, if something goes wrong during a delivery of service, we must be candid about what happened and we must do so in a timely manner. In spite of our best efforts, mistakes happen. When we handle our mistakes with integrity, we have an opportunity to earn customers for life. It's not, however, just a matter of dealing with mistakes and problems. I once had a customer ask my firm to do something for which we weren't qualified. When I declined the job, I was shocked to discover the customer was angry with me. I would much rather have declined the job and maintained my integrity than accepted a job for which we weren't qualified and dealt with repercussions afterward. This may seem especially difficult in today's world when we want to accept every piece of business that comes our way, but it's even more important now. Maintaining our integrity today is what will position us for tremendous success when business picks back up.

Not Following Through

This also seems simple, but bears mention. Do what you say you'll do. If you need to do some research to provide an answer for a customer, make sure you actually get back to your customer. It's okay to say you weren't able to find an answer. It's not okay to not get back to them with something. In my customer service seminars, we talk about under-promising so we can over-deliver. If you think something is going to take two hours, promise it in four. Customers rarely complain when something is ready ahead of time. When something isn't ready on schedule, however, it can have a negative effect on their business or life. Of course, things happen sometimes to cause delays. Make sure, when that happens, that you contact your customer with an update before they contact you asking what happened.

Not Communicating

In the absence of communication, our customers’ minds fill-in-the-blanks. Answer every email, return every phone call, even if it’s an auto-responder or a staff member who returns the call. Several things are possible when our customers don’t hear back from us (none of them are good):

They get angry at us
They think there’s a problem with the business relationship
They think there’s a problem with our company
They think we’re sick (this only applies to our compassionate customers)
They start looking for a replacement

Always respond to your customer in some way. When you don’t respond, in effect you’re suggesting to your customers that they should sample your competitors.

Communication is not limited to just answering emails and returning phone calls. Communication can be information you provide in printed materials or on your website. The more information you provide, the more comfortable your customers are with your company and the easier it is for them to do business with you. This concept even applies to restaurant menus: I love fried chicken (it's necessary occasionally to feed one's soul), but great fried chicken takes longer to prepare than many other foods. I appreciate restaurants that say, on their menu, "Please allow 30 minutes for preparation." Armed with knowledge, I can make a decision about whether I have enough time for fried chicken or whether to just order a salad. Restaurants that do that have done a good job of communicating with me.

Review your own customer relationship practices and those of your employees to ensure that these five fatal flaws are not part of your customer’s experiences.

Learn more about the author, Don Crawley.

Posted by Jeff Bean, Seattle, Washington | Jul 01, 2009

So well put, Don. And think how this is all really just common courtesy. But like common sense, as Voltaire said, maybe it's not so common. Thanks for educating!

Jeff
Posted by Don Crawley, Seattle, Washington | Jul 01, 2009

Jeff,

Agreed. Thanks for your comments.
Posted by Fernandez G, Bangalore, Karnataka India | Jul 01, 2009

Don!!! This was helpful and I learn lot of customer service things from your strategies. Thanks for sharing

George
Posted by Don Crawley, Seattle, Washington | Jul 01, 2009

George,

Thanks for your comment. I'm glad they're helpful. More are coming!

Don
Posted by Amy Wheeler, Maple Valley, Washington | Jul 02, 2009

Hi Don: Thanks for the reminder. It's really easy, especially if I am incredibly busy, to forget post-project follow through--the "did this turn out the way you expected?" phone call so that clients have an opportunity to praise or complain, particularly with longstanding clients. We like to think that they will always come back, but maybe not. The thing that folks hate most, I think, is to feel ignored--and that will send them elsewhere faster than anything.

Amy
Posted by Don Crawley, Seattle, Washington | Jul 02, 2009

Amy,

You're absolutely right about how easy it is to forget the post-project follow through. At soundtraining.net, we use an automated evaluation system which, although very helpful, is no replacement for human contact. I always follow up on our projects with a phone call.

You're also quite right in saying that most of us hate feeling ignored more than anything. Give me good news, give me bad news, just please don't ignore me!

Thanks for your comments.

Don
Posted by E Ross Irwin, Lacey, Washington | Jul 03, 2009

Don,

Great article. I've been experiencing writer's block on my next blog because I'm writing about what not to do when designing a kitchen. May I quote, or pparaphrase your opening paragraph?

Ross
Posted by Don Crawley, Seattle, Washington | Jul 03, 2009

Ross,

I'm honored that you asked. Of course you may quote me!

Don
Posted by Laura Miller, Portland, Oregon | Jul 03, 2009

Hi Don, Really good article. I'd love your thoughts on the front desk position at a company. I'm working p/t as an inside sales person for an office furniture company. (Yes, can you imagine calling companies at this time asking about office furniture?) Some folks are so rude or unhelpful it is amazing. I believe the front desk, the receptionist, the voice on the phone can make a big difference in a companies ability to succeed. We all know this is usually a fairly low paid employee. As the voice of a company every receptionist should have a great personality, great voice/presence, and be well trained on the products the company he/she represents. For example, retirement communities have determined the front desk individual can make the difference between someone wanting to live at that community or not. We all want to be treated well.

This all revolves around customer service, training and back to YOUR basics. Call your own company see how you are represented.

Thanks for reading.

Laura Miller Sapphire Daily Money Management, LLC
Posted by Don Crawley, Seattle, Washington | Jul 03, 2009

Laura,

As you correctly note, front desk staffers are often the voice of the company. To quote the old saying, "First impressions are lasting." It's mind-boggling to me that any company would not invest in at least minimal customer service training for their front line workers such as front desk staff and/or operators.

The other thing that's amazing to me is how some folks choose to be rude and grumpy when it's so much easier to be cheerful and pleasant. It's not only easier, but it makes you feel better, too. It has to do with your focus; rudeness and grumpiness is a sign of people who are focused inward on themselves. Cheerful and pleasant people, on the other hand, tend to have more of an outward focus.

Also, great point about putting yourself in your customer's position: Call your company, visit your website, send an email. See what your experience is like. That's what it's like for your customer.

Thanks for your comments.

Don
Posted by Thomas Evans, Kent, Washington | Jul 08, 2009

Don, good reminders!

I put a lot of importance on making a good impression with some of the most unlikely people in my customers' organizations. The person at the front desk knows everyone that comes in and out of the door and can have a lot of influence over the people with the control of the business, if you don't make a great impression with them, you're just another person wanting to do business, but if you listen and communicate, and treat them with the same respect you have for the owner, they will talk about you, and will give you tips on many things about the company you may never learn from anyone else. The folks involved in inspection and shipping & receiving are also very important, in my opinion.

Thanks. Thomas H. Evans, Shamrock Machine & Mfg, Inc., Kent WA
Posted by Don Crawley, Seattle, Washington | Jul 10, 2009

Thomas,

Thanks for your comments. They're right-on, but I think it really boils down to always treating all people with respect and kindness.

I used to get reports about job applicants from a competitor's receptionist. (She was my best friend's daughter.) I'd talk with her to see how they treated her before I made hiring decisions. You just never know who is in a position of influence. It's really a good idea to always practice good customer service with everyone you encounter. When you do it all the time, it becomes a delightful habit.

Don
Posted by Janet Crawley, Normandy Park, Washington | Jul 15, 2009

I really enjoyed this article and it served as a great reminder to follow up on my customer who recently commissioned a piece of artwork from me for their house! Thank you.

Janet at Clayqueen.com
Posted by Don Crawley, Seattle, Washington | Jul 19, 2009

Janet,

I'm not sure how to reply to my wife making an online comment, but I'm glad you're reading my articles!

Thanks!