How Often Do You “Hug” Your Customers?

My 4-year-old is full of life and enjoys testing her (and my) limits on the playground. A recent acrobatics experiment ended with a visit to the Emergency Room and stitches to close a nasty cut on her chin. To make a long story short, to have the stitches removed we went to a new pediatrician, and this is where this blog begins.

She was frightened, she was in a new environment, she knew that whatever was coming was not going to be fun. But, within a few minutes we knew that we were switching to this doctor.  Why? What made us decide so quickly to abandon our tried-and-true doc? 

The receptionist called Sasha by name and made small talk with her, then came out and gave her a hug and reassured her repeatedly that everything was going to be ok. She brought out a lollypop and traded a Silly Band with my munchkin. She had Sasha’s heart and mine too. We weren’t just another paper file, just another insurance card to process. We were HUMAN!!!

All this got me thinking about a problem that I see in many service businesses today—the customer service seems dead and buried. And those who do provide customer service often neglect the customer bit. We keep it too business-y, too impersonal, and too stuffy. We neglect to see human beings behind the reports, deliverables, deadlines and the rest. We forget that what distinguishes the service business is the connection that is formed between the service provider and service recipient, on which trust (read sales) is built.

Large brands seem to be getting better at customer service by listening and engaging with customers through digital media, but small businesses which used to epitomize personal service are scarily moving in the opposite direction.  

If you think this does not apply to you, look at your referral rate and Google yourself to see what your customers say about you on sites like YELP, insiderpages.com, Yahoo! Local, or dozens of other platforms.  

So here is a parting thought: use the acronym HUG to deliver exceptional customer service. 

Humanity. Treat your customers with care afforded another human being, not a number in a database.

Unique. Don’t be afraid to do things differently from the rest of the pack. Get personal and get real.   

Gratitude. Show your clients your appreciation for their business by thanking them often, personally.

Wishing you happy customers,

Marina 

P.S. Dale Carnegie had written volumes on this subject. If you are a service business- you simply cannot afford to not read him!