By Kristin L. Anderson
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Opportunities to Improve Initial Transactions All this “special” treatment for Level 2 business could make a Excellent Explanations Some people are great with words and know how to say just the right thing in just the right way. Use their skill and expertise to create model “excellent explanations” to share with other employees. Kristin Anderson and Ron Zemke provide many examples and models for this in their book, Knock Your Socks Off Answers: Solving Customer Nightmares and Soothing Nightmare Customers (AMACOM Books).
As one salesperson for a large-scale computer application told us, “Yes, I think my customers are happy enough to keep doing business with me. And I’m working very hard to keep them happy. ” If you don’t trust your repeat customers to help you “sell” a prospect, then you have pyramid with a broad middle and a small top. It might be tempting to tell this sales professional to go out and create more advocates. And that would be a dangerous shift if it meant losing focus on the repeat customer group.
Key #2: Allow for Variation. Customers want to be catered to. They seldom believe that one size fits all. So create ways for customers to have the experience of customizing. ” You can create controlled demassification for your customers. Today’s car buyers can have any color they want … from the palette of colors offered. Where can you give your customers scope to shape their own service experience? Key #3: Look for Opportunities to Expand the Relationship. Amazon now sells just about everything, including, of course, books.