Excellent Customer Service Really Does Pay Off

By now you’ve surmised I’m big on customer service.

Kelli Rodda, Editorial Director

Published November 17, 2009
By now you’ve surmised I’m big on customer service. I’m loyal to companies that provide the best service and I penalize those who treat me poorly. Many years ago, Walmart opened its first mega-store in my home town, called Hypermart. I nicknamed it “Hypertension” because my blood pressure would skyrocket during a visit to the store, thanks to the clueless and often rude employees, lack of shopping carts available inside and the dirty, overcrowded aisles. This place was so poorly laid out and staffed with such incompetent employees, that I couldn’t get out of there in less than two hours.

I tolerated this for more shopping trips than I care to admit. Prices were cheap and this store was a quarter mile from my house.

 

Make it stop
But one day I couldn’t take it anymore. I left “Hypertension” without spending a dime. I drove a few miles to Tom Thumb, spent about 20-25 percent more and completed my typical shopping trip in 35 minutes. I walked out of there with good produce, high-quality meat and a smile.

The next week I returned to Tom Thumb and repeated the pleasant shopping experience. “I’ll never go back to Hypertension,” I said to myself. But how would the mega-store’s management ever know?

I told them. I started copying my receipts and sending them to the store and district manager. “Here’s what I happily spent at your competitor,” I wrote on the receipts.

My friends thought I was crazy.

But it turns out I’m not alone.

The Strativity Group released its 2009 Customer Experience Consumer Study. The group surveyed 1,994 consumers this spring. More than 70 percent of consumers surveyed said they are willing to spend 10 percent or more with businesses if those companies “exceed their expectations.” More than one-third of consumers surveyed said they are willing to spend 25 percent or more if their expectations are exceeded.

A handful of those surveyed said they'd continue to do business with a company despite bad customer service, but only if products or services were discounted.

If you’re still trimming costs to help turn a profit, make sure you’re not making cuts that would result in an inferior customer experience.

 

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