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Winning Customers. . . and Keeping Them Too

Winning Customers. . . and Keeping Them Too

It’s widely accepted that customer service is probably the most important way for any business to differentiate itself in what is now a global, commoditized and hyper-competitive business world. When competitors can replicate your products or services, and undercut your pricing, about the only thing they cannot do as quickly is to reproduce the image you have already established in your customers’ minds and the loyalty it wins for you.

It’s also worth reminding yourself that in a world full of social networks, blogs, and web sites reviewing everything, providing poor customer service will be the fastest way for any business to do irreparable damage to its image, and convince people that they don’t want even to consider becoming its customers. Winning a new customer is important—but it’s also chancy, expensive and time consuming. Keeping the ones you have is essential to building any kind of stable business.

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So far so good, but saying this is a lot easier than doing it. What does it take to be able to prosper in a marketplace where a single misstep in handling a customer can be all around the Web in seconds?

It takes time. Time is essential to any type of satisfactory customer service.

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  • You must give people your time to deal with their issues properly, not palm off some quick fix that works (maybe) for you, but leaves them little better off.
  • You need to give your customers your time and attention to really listen to their concerns and thoughts. Just about every human being wants to be heard and have his or her existence validated by other people’s attention. Give customers this and they will love you (and forgive your mistakes too). Deny them a hearing and they’ll hate you for it, almost whatever else you do for them.
  • You must give people your time if you want to build a relationship with them that they will value. The difference between a relationship conducted on the run and a relationship that will create loyalty and long-term business is comparable to the difference between a long-term, loving relationship and a one-night stand.

How do you make the time for good customer service? The secret of making time for what matters is not in what you do, it’s in what you don’t do. Cut out all the time wasters: things like wading through pointless e-mails, jumping to respond to instant messages, attending meetings that have no real purpose, spreading gossip, and writing memos or sending messages purely to protect your butt. Pare down every purely administrative activity (record keeping, budgeting, filling in forms, discussing yet another policy on car parking allocations) to the minimum time needed.

Focus every second you can on whatever makes your business successful and nothing else. I can tell you right now that it won’t be compiling reports, or attending budget meetings, or playing office politics, or reading endless cc’d e-mails. If you want to tell someone something, pick up the phone or tell them face to face. If you want something done, don’t convene a committee; give someone the responsibility and trust them to do it. If you want time for better customer contact, stop wasting it on purely internal issues.

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Above all, concentrate on creating meaning for yourself, your customers, and your colleagues and associates. When people are doing something that has a meaning and purpose they can believe in, miracles happen every day.

What does it take to create such meaning? You guessed it: time. Time to spend with the people who work with you and the people you sell to or serve; time to explain your purpose and engage them in the process of making it a reality. If you fail in this, it won’t matter how else you spend your time. It will truly be wasted.

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Adrian Savage is a writer, an Englishman and a retired business executive (in that order). He lives in Tucson, Arizona. You can read his thoughts most days at Slow Leadership, the site for everyone who wants to bring back the taste, zest and satisfaction to leadership; and also at The Coyote Within.

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Last Updated on August 16, 2018

10 Ways To Step Out Of Your Comfort Zone And Enjoy Taking Risks

10 Ways To Step Out Of Your Comfort Zone And Enjoy Taking Risks

The ability to take risks by stepping outside your comfort zone is the primary way by which we grow. But we are often afraid to take that first step.

In truth, comfort zones are not really about comfort, they are about fear. Break the chains of fear to get outside. Once you do, you will learn to enjoy the process of taking risks and growing in the process.

Here are 10 ways to help you step out of your comfort zone and get closer to success:

1. Become aware of what’s outside of your comfort zone

What are the things that you believe are worth doing but are afraid of doing yourself because of the potential for disappointment or failure?

Draw a circle and write those things down outside the circle. This process will not only allow you to clearly identify your discomforts, but your comforts. Write identified comforts inside the circle.

2. Become clear about what you are aiming to overcome

Take the list of discomforts and go deeper. Remember, the primary emotion you are trying to overcome is fear.

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How does this fear apply uniquely to each situation? Be very specific.

Are you afraid of walking up to people and introducing yourself in social situations? Why? Is it because you are insecure about the sound of your voice? Are you insecure about your looks?

Or, are you afraid of being ignored?

3. Get comfortable with discomfort

One way to get outside of your comfort zone is to literally expand it. Make it a goal to avoid running away from discomfort.

Let’s stay with the theme of meeting people in social settings. If you start feeling a little panicked when talking to someone you’ve just met, try to stay with it a little longer than you normally would before retreating to comfort. If you stay long enough and practice often enough, it will start to become less uncomfortable.

4. See failure as a teacher

Many of us are so afraid of failure that we would rather do nothing than take a shot at our dreams.

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Begin to treat failure as a teacher. What did you learn from the experience? How can you take that lesson to your next adventure to increase your chance of success?

Many highly successful people failed plenty of times before they succeeded. Here’re some examples:

10 Famous Failures to Success Stories That Will Inspire You to Carry On

5. Take baby steps

Don’t try to jump outside your comfort zone, you will likely become overwhelmed and jump right back in.

Take small steps toward the fear you are trying to overcome. If you want to do public speaking, start by taking every opportunity to speak to small groups of people. You can even practice with family and friends.

Take a look at this article on how you can start taking baby steps:

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The Number One Secret to Life Success: Baby Steps

6. Hang out with risk takers

There is no substitute for this step. If you want to become better at something, you must start hanging out with the people who are doing what you want to do and start emulating them. (Here’re 8 Reasons Why Risk Takers Are More Likely To Be Successful).

Almost inevitably, their influence will start have an effect on your behavior.

7. Be honest with yourself when you are trying to make excuses

Don’t say “Oh, I just don’t have the time for this right now.” Instead, be honest and say “I am afraid to do this.”

Don’t make excuses, just be honest. You will be in a better place to confront what is truly bothering you and increase your chance of moving forward.

8. Identify how stepping out will benefit you

What will the ability to engage in public speaking do for your personal and professional growth? Keep these potential benefits in mind as motivations to push through fear.

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9. Don’t take yourself too seriously

Learn to laugh at yourself when you make mistakes. Risk taking will inevitably involve failure and setbacks that will sometimes make you look foolish to others. Be happy to roll with the punches when others poke fun.

If you aren’t convinced yet, check out these 6 Reasons Not to Take Life So Seriously.

10. Focus on the fun

Enjoy the process of stepping outside your safe boundaries. Enjoy the fun of discovering things about yourself that you may not have been aware of previously.

Featured photo credit: Unsplash via unsplash.com

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