When it comes to acquiring and keeping satisfied customers, smart entrepreneurs must understand what's going on inside their customers…
Increase Customer Happiness By Slowing Down ServiceToo many businesses focus on improving only a single customer service metric: speed. Recently though, numerous forms of behavioral and consumer research have shown that customers value quality time with service providers more so than "quick" service. Comprehensive studies by the Gallup group and RightNow have shown that customers look for competent, "complete" service when deciding to stick with or abandon a certain brand:
Customer perceptions of the [service provider's] courtesy and their apparent willingness to help were far more important than speed of service in generating customer engagement.
Here are two case-studies that prove in most cases, people value slow (but courteous, thoughtful, and thorough) customer service to speed and quality of service.
Evidence 1: Doctors Malpractice
Evidence 2: Fairness of Jail Sentence
...Although the outcome might be exactly the same [in length of sentence], when we don't get to voice our concerns, we perceive the overall fairness of the experience quite differently.
How To Slow Down Your Customer ServiceSpending more time with customers is critical in creating a lasting relationship with them. Rushing them out the door with "fast" service can backfire, big time. One success story of implementing the mindset of spending more time with customers can be found in how Derek Sivers ran CDBaby, before selling the company for over $20 million:
I used to request all my employees to intentionally take a little longer on customers calls. I would ask them to pull up customers albums and catalogues; have a look at their pictures and gears - to learn a bit about them. Imagine how powerful it is for a customer to know that he is listening to somebody who is a musician that gets him, than something like, 'Thank you customer 4325. How may I quickly handle your problem?While this strategy worked for CDBaby, there are some businesses and situations where the "more time with customers" approach won't work.
Increase Sales By Appealing To Customer's Implicit Egotism
- Academic research has revealed that people's names are likely to affect their life choices, for instance, there are more people (statistically) named Louis in the city of St. Louis, and people named Dennis or Denise are dentists more often than other names.
- People who shared the same birthday with the "mad monk" Grigori Rasputin were revealed to be far more favorable of him and his acts throughout history thanks to a Journal of Personality and Social Psychology study.
Construct Your USP Around Your Ideal Customer
I hope you found this article useful. More and more these days fields like Behavioral Psychology are producing research that can be used to help ecommerce store owners build a successful online business. Lets talk in the comments.