In Challenging Times, Service Matters Most

As the wind of economic cycles blows hard, some businesses try to contain costs by cutting corners on customer service. This is exactly the wrong thing to do, because service matters now more than ever. Here's why:

When people buy during an economic downturn they are extremely conscious of the hard-earned money that they spend. Patients want more attention, more appreciation and more recognition when making their purchases with you, not less.

Patients want to be sure they get maximum value for the money they spend. They want assistance, education, training, installation, modifications and support. The basic product may remain the same, but they want more service.

Patrons want firmer guarantees that their purchase was the right thing to do. In good times, a single bad purchase can be quickly overlooked or forgotten, but in tough times, every expenditure is scrutinized. Provide the assurance your patrons seek with generous service guarantees, regular follow-up and speedy follow-through on all queries and complaints.

In tough times, people talk more with each other about saving money and getting good value. Positive word-of-mouth is a powerful force at any time.

In difficult times, even more ears will be listening. Be sure the words spoken about your business are good ones!

The Secrets of Superior Service

Giving good service in tough times makes good business sense. But how do you actually achieve it? Here are eight proven principles you can use.

1. Understand how your patients’ expectations are rising and changing over time. What was good enough last year may not be good enough now. Use surveys, interviews and focus groups to understand what they really want, what they value and what they believe they are getting (or not getting) from your business.

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