Perhaps it was an experience in a restaurant? Or as a guest in a hotel? Or maybe it was as simple as an everyday event like shopping at the grocery store, filling up at your local gas station or another errand that is part of our fast-paced daily lives?
The hallmark of great service is often based on a relationship, even if only for a few moments, that is handled properly and with the knowledge that comes from knowing how to treat a customer well.
Usage of proper names, anticipation of a customer's needs, or even remembering a customer's preference (think paper or plastic, non-fat latte vs whole milk latte, smoking vs non-smoking). Many of these behaviors are based on knowing your customer. Not just what customers tell you they want you to know, but also observation of their habits and then remembering them for future use in a proper manner.
"Hello Mr. Smith, great to see you again. We have you in a non-smoking room with 1 king-sized bed at the end of the hallway."
For Mr. Smith checking into the hotel, he knew that the hotel clerk recognized him as a returning guest, preferred non-smoking room, was probably traveling alone on business needing only 1 bed, and liked to be at the end of a hallway perhaps for reasons of fire safety, using the stairs for exercise or just wanted a quieter room. This interchange was probably made possible by the hotel employee reviewing the hotel's computer records and knowing how to employ this information in a way that made Mr. Smith feel welcomed, familiar and will be well taken care of during his stay. Knowing your customer and then using this knowledge properly makes all the difference.
But you certainly do not want to creep anyone out. Our use customer information in the wrong way, or assume excessive familiarity that often lends itself to manhandling a customer.
"Hi Sam, looks like you had a rough night last night. I think you better have a small non-fat latte instead of a large whole milk, because it looks like you haven't been going to that gym as much lately. And by the way, I have some great weigh loss supplements that I am now selling that should work better than the ones you have bought at the store last week - haven't you gotten my last seven emails?"
OK - I think you get what we are trying to say. There is certainly a fine line between knowing a customer and creeping them out. And one should also remember that no matter how good of a customer one becomes, it doesn't necessarily mean that they would welcome unsolicited criticism or being taken advantage of for marketing purposes.
Here are a few of the top things to keep in mind when interacting with your customers:
- Use the appropriate name (depends on the relationship / situation) if you know it - or should know it. If you can't remember it, write it down, or better yet, put it in your database.
- Remember your customer's preferences, but do not assume that their past preferences are absolutely indicative of future needs. Unsure - just ask and re-confirm. People feel good if you remember what they like and don't like, and will respond more favorably because people want to work with people that understand them.
- Once you know your customer, protect your relationship. Do not over-estimate the scope of the relationship or take advantage of the relationship. Even if it transcends into a personal friendship, you are still serving a business need.
- Be true to your relationship by complying to agreed upon rules and restrictions. If you are an online retailer, be sure your privacy policy is accurate and up-to-date, and that you are adhering to it. Same goes for terms and conditions / use of data policy. If you are an offline, traditional business, know what boundaries exist and stay within the rules (both written and unspoken rules of common sense).
- Don't stalk your customers and be creepy. No one minds if you pay attention to them, but it becomes a bit weird when you follow every move your customer makes. And if you really want to make them run for cover, tell them how much you know about them. Information is not knowledge, and the key difference is knowing how and when to use the data properly.
