5 rules of friendship with customers.

Remember the story that occurred in 2009 with David Carroll? Loaders United Airlines broke guy expensive guitar while loading luggage. company after nine months of negotiations and did not want to pay him compensation. And then David recorded the song and posted it on Youtube. For 4 days the video has gained 750,000 views, and she United because of a drop in prices fell to $ 180 million.

The essence of the story is not that United had to pay David, and that these movers in the company should not have been originally. The situation can be a good metaphor to describe Kawasaki: "Nothing requires more heroic effort than trying to make the corpse smell - at the same time there is nothing more senseless." Just a corpse should not be initially.

Here are some rules on this subject, drawn from the experience of other companies. Some of them seem obvious, but because no less frequently violated.

1. Do more than expected by the client

If you create a good product, the negative aspects are only a little misunderstanding. Customer sees how much you have worked to exceed their expectations. And concludes that you are sure to be reformed. If you create a product, how it used to do, and no more than that, you do not have enough excuses to close the holes that discovered the client. And it will cease to believe that you are friends.

There are many good examples on this subject, here's one of them: a man has lost the adapter to a Bluetooth-mouse of Logitech. In response to his request, where is such an adapter to buy the company just to send him a new one. And of course, in the comments to this case began to appear for other users. The boys agreed that Logitech «good company».
Another example is the Apple tech support in America - her famous specialists (via sotssredu, of course) that have much more knowledge than is necessary for the job. They do not have a pleasant female voice, but problems can be solved. All.

2. Before you fight for customer loyalty, do it within the company

As a rule, technical support or the operator of the tube - is the latest in the company of people. Make them in the eyes of the customers first and important. Give them more authority to solve problems. There is nothing more hypocritical than forcing poor guys sit and meaningless chatter courtesy. Relation to those skilled in the company it is sometimes a little better than the answering machine. Feeling himself as part of a team and experienced for her pride, they will try to do everything that the client was not disappointed.
And of course, the employees themselves must use your product, it is an indispensable tool for team building. A perfect example - the sellers of "Mosigra" who in his spare time playing board games that sell.

3. Have a sense of humor

In technical support online poker site Pokerstars once received a letter: "You do not know when Easter takes place the Jews?". Rather than ignore irrelevant to poker message, a specialist company spent a little detective work using the "Wikipedia" and other sources in sufficient detail and answer the question. This turn of amused many customers and they filled up the company strange question. Pokerstars will answer all emails. As a result, the community has come to the conclusion that Pokerstars - «good».
Pokerstars now has a market estimate of $ 2 billion and is the market leader. Its nearest competitor, FullTiltPoker, the FBI was closed for tax evasion. However, the humor here already at anything.

4. recognize and correct errors

After the incident with the guitar, David traveled across the country and gave speeches and lectures on the topic of customer service. In one of these flights United Airlines lost his luggage. But did not want to admit it, forcing David to stand at the conveyor with suitcases until it is strongly requested to retire from there customs officer.

5. Smile when talking on the phone

Smile audible.