Hardware Reference
In-Depth Information
This caused the customer to become angry. There was a bit of a heated conversation with
my customer service representative, who felt very uneasy and helpless. Without being able
to locate the “proof” that the customer had even used us in the past, it was very difficult to
provide service or support for the issue. The customer then asked to speak to the owner.
I picked up the call and calmly tried to assist the customer. I assured the customer that my
representative was only doing her job and that without an order number or the ability to
find the order in our system, it was a bit of an odd situation.
I then played detective and said, “most of our customers get our telephone number off of
their repair invoice—would you mind telling me where you got our telephone number this
morning?”
The customer replied, “It's on your website; I'm looking at it right now.”
Knowing very well that our telephone number is posted on every page of our site, I asked,
“What website are you looking at?”
This is when the mystery was solved. The customer gave me a competitor's website.
However, under the “support” section of their website was all of the support information
from my website, copied and pasted verbatim into the competitor's site, including our tele-
phone number and the instruction to call us for support. The competitor was in such a hurry
to paste some information onto their site that they forgot to replace the support telephone
number with their own.
so I called my lawyer and within one day the competitor removed the copyrighted material
and wrote their own copy.
What happened to the customer? I took care of the issue. I picked up the unit from the
customer, performed the repair properly, and sent it back, all at no charge. I landed a new
customer for life that day.
Why Your Services Provide Value
Think of it from the perspective of your customers . . . why should they choose your busi-
ness for service? When you're developing your business, keep in mind that you want to
be a difference maker, someone who stands out among the crowd of other entrepreneurs in
your field. Doing the same thing that the guy down the street is doing won't impress your
customers. Doing the same thing that the guy down the street is doing with added value
does impress and ultimately lands more business on your doorstep.
This is where you need to decide to make your mark. I decided to make my mark by offer-
ing twenty-four-hour turnaround on all of my repairs, and I stuck with it. Since there was
virtually no one else in the industry offering this type of service, I felt that it was just the
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