January 2015

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Page 61 of 83

>> CUSTOMER SERVICE BOBBY WEBER Y ou already know that your dealership's delivery of product support is an important factor that has a direct impact on your bottom line profitability. But do you really know how important? Consider the following statistics – n Winning a new customer costs six to seven times more than keeping an existing customer. n You have a 70 percent probability of selling to an existing customer while your chances of selling to a new prospect could be as low as 5 percent. n Achieving a 2 percent increase in customer retention can have the same effect on your business as decreasing your costs by 10 percent. n It takes 12 positive experiences to make up for one unresolved negative experience. n One unhappy customer may tell as many as 15 people about his or her negative experience, and 13 percent of dissatisfied customers could tell more than 20 people. It pays to make sure your pro- duct support team is equipped to keep customers happy and to keep them buying from you. Selling is a courtship, but product support is the marriage. And you've heard the adage that the sales department may sell the first machine, but your parts and service departments win the repeat business – but how can you make sure your product support team is doing everything possible to build healthy, sustainable customer relationships? Here are some steps to help these departments transform mundane customer interactions into meaningful experiences that form the foundation for lasting business relationships. Create a culture of excel- lence in customer care. e leader must accept responsibility for the degree of customer service excellence within his or her organization. Customer service excellence is not a self-proclaimed designation that you can just add to your website or the skills section of your LinkedIn Profile. e only real service excellence medals you get to credibly show off are the ones that come from real customers. Your customer's opinion about your service quality is the only one that really matters. Unless a customer believes something amaz- ing has happened, then it hasn't. Intentionally engi- neer exceptional "moments of truth." Every time a customer has an encounter with your organization, a "moment of truth" occurs. In that moment, it occurs to the customer that your employee "gets it." From that moment on, that customer will ask for that employee by name every time he or she returns. All of these "moments of Ten Truths to Build Product Support Excellence Elevate your customers' experience by evaluating internal culture and setting high standards. (Hear the author speak on sales management at Summit on Feb 11 in Orlando.) 60 | www.cedmag.com | Construction Equipment Distribution | January 2015 "Great customer service does not occur accidently, randomly, or in response to hope or good intentions. [It] is intentionally engineered to happen reliably, with excellence, every time on purpose."

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