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Five Low Cost, High Impact Ways To Dramatically Improve Your Client Satisfaction

Everyday our blender gets used multiple times. According to the digital screen on the base I’ve used it more than 1,800 times. I had been under the impression that it was basically indestructible. That is, until a few weeks ago when the jug cracked. Long story short, I tweeted at Blendtec, they provided me with a 1-800 number and four days later I had a brand new $200 replacement jug. No charge, no questions, no request to return my broken container.

1. Guarantee your work with 100% satisfaction or your money back.

Are you afraid that someone might take you up on it? Good! That will push you to actually produce and ship something you believe in.

Are you afraid people will take advantage of you? 99.9% of the time they won’t and that one time someone does, do it with a smile and be thankful for the story you just created.

Maybe you should even feature clients on your website that you refunded instead of the happy clients and same the big logos everyone else highlights on their homepages.

Orvis says, “We will refund your money on any purchase that isn’t 100% satisfactory. Anytime, for any reason. It’s that simple.”

At Hampton Inn if guests aren’t completely satisfied, they are not expected to pay for the night. “Our 100% Hampton Guarantee is boldly etched on our front desk so that it is constantly visible to our employees and our guests.”

Dawn Dish Soap, made by Proctor and Gamble goes one step further and offers an unsatisfied consumer 2x back what they paid.

The only question you should be asking yourself is, “why wouldn’t I offer a 100% money back guarantee?”

2. Answer every single question a client is thinking directly, on your website.

River Pools helps consumers interested in building a pool understand everything involved in building a pool – including who the competition is.

Collect and gather all of the questions that prospects and clients have asked you, add to that the questions they might be wanting to ask, but are afraid to. I’m not talking about just FAQs, those are questions created in an internal operations meeting.

How could I spend less, but get the same results I’d achieve by using your product?

How much does it cost to operate your business?

Who are your competitors?

What if I buy and I’m not 100% satisfied? (see #1 above)

I’ve asked very broad questions above, you can get really specific so it relates to your business, but don’t be afraid of being transparent, transparency, like vulnerability, is attractive.

Listing answers to every question anyone has asked and potentially may ask is being transparent upfront and not waiting for the questions you know people want the answers to. Everlane probably is the best at this.

3. Answer the phone.

When I was in San Francisco recently my phone’s data got shut down. Not knowing what the problem was, I dialled 611. Not to my surprise, because it’s one of the reasons I use my carrier, a representative answered the phone. No menu, no hold, no transfer. Compare that to my daughter’s summer camp, where I get lost in what feels like a call menu designed by M.C. Escher and it takes 4-5 days to get a return call.

If someone wants to talk, and believe me people want to talk, provide a phone number that will be answered. You are not Dell, you don’t need the recording, “please listen carefully as our menu options have changed”. You to need to be available.

Don’t underestimate the value a client puts on being able to first, find your phone number and second, know that someone will answer the phone.

Jaime Windon, owner of Lyon Distilling Co. in Maryland gives customers her phone number in case they ever have a cocktail recipe emergency.

Even if the call kills the profit for that client, it’s the right thing to do. If the phone calls are killing the profit on a particular vertical or customer segment then you best look in the mirror and ask what are you doing wrong on your end.

Amazon answers the phone and recently resolved my Prime Video issue. Not only did they answer when I called they followed up a number of times to ensure things were still working.

Green Mountain Coffee answers their phones, so does Ralph Lauren, and L.L. Bean. So why aren’t you?

4. Every employee in your company must be domain experts.

I’ve sold windsurfers but have never windsurfed. I’ve sold education technology to universities but never received any formal education after high school. I sold marketing and promotion strategies but never had any first hand experience on the topic. But every time I become a domain expert with an opinion.

If you sell stand up paddleboards then every single person in the company should understand the sport intimately. They should know the difference between a fibreglass and plastic board, even if they work in accounting. Everyone needs to be domain experts. They should know why boards have gotten longer, the history of the sport and stats around how many people SUP.

If you work for a marketing technology company and you are a developer you should attend marketing conferences to become an expert and skip  the JSConf in Berlin this year. The sales people should be the most read and educated marketing technologists around. People buy knowledge.

You don’t need to have been formally trained and educated in the domain, but you certainly have to become the expert no matter your role in the company.
5. Love your clients.

No shit! It’s on the wall in one of your meeting rooms, right? Your CEO talks about it all the time. But what’s the plan? Your company probably has a sales plan, a marketing plan, a product roadmap, and a financial operating plan but I doubt you have a plan that lays out exactly how your clients will be loved.

Provide a no questions, 100% money back guarantee. Answer every question your clients have asked and might ask you directly, on your website. Answer the phone. Ensure every frontline employee is a domain expert in your field and finally, love your clients. These are all low cost, high impact ways to dramatically improve client satisfaction and increase sales.

Did I miss anything? Let me know.