Make The Right First Impression With Good Customer Service

Christina HerrickCustomer service is essential for any business, no matter what is being sold. In the world of farm marketing and agritainment, customer service will make or break a patron’s impression of your farm. No matter how clean, safe, and appealing your venue is, if you have a staff that comes across as detached or rude, that is what your patrons will remember.

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I recently attended a session at the North American Farmers’ Direct Marketing Conference led by Richard Stanley of Legacy Performance Training, Inc., entitled “How To Patiently Teach Great Customer Service.”

Stanley’s session focused on what farm owners need to teach employees in order to have a successful and thriving business.

One of his key takeaways was how both good and bad impressions stick in the mind of your patrons and just how important making the right impression is.

Citing a government-commissioned customer study, Stanley said an unhappy customer will tell 11 people about a negative interaction with your business. In turn, those 11 people will tell five other people — that’s a total of 67 people hearing about an unpleasant experience. And 30% of those disappointed customers will tell more than five people.

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Customer service — good or bad — isn’t forgotten overnight. People remember a good customer service experience for 6 months. That’s pretty good right? On the other hand, according to the survey, bad service is remembered for approximately 23.5 years.

Imagine now, with the advent of social media, how easily experiences are shared and viewed by even more people. Especially bad experiences.

Have you ever heard of a 90 second clock? Patrons have a mental clock running in their heads that impacts their perception of your business when you interact. You and your employees have 90 seconds to make a lasting impression. How long does it take for patrons to check out at your market or store? Is it longer than 90 seconds?

After that short minute and a half, your customer’s trust in your establishment diminishes. You have complete control over the clock, however. With every acknowledgment and connection made by you and your employees in that 90 seconds, the clock is reset. This can be as simple as an employee saying “thank you for waiting, I’ll be right with you” or passing out free samples. Showing that each individual patron’s time is valued, the important part.

First Impressions Are Everything
This is why customer service has to be a top priority at your farm or orchard. Stanley said your employee will make 10 impressions on your patrons in the first 10 seconds of contact. This includes things like cleanliness, confidence, friendliness, competency, helpfulness, and professionalism.

What impressions are your employees giving patrons? Does that impression match the values of your business?

Even the phrases your staff uses are important. Are your employees courteous? Do they say “thank you” and “you’re welcome?” Or, do your employees say “no problem?” There’s a big difference in meaning between the two phrases. If your employee says “no problem,” it often seems like they’re relieved that your patron wasn’t a problem. Which sounds more courteous?

How do your employees handle a problem that a customer may encounter? Do they apologize and offer options, when necessary? Do your employees genuinely listen to your customers? In order to ensure excellent customer service, your employees should see themselves the way that your patrons do — as the most important contact. When patrons interact with your employee, they see the person, not the business. But, the customer will reflect differently on your business depending on their interaction with your employees.

Customer service begins and ends with your employees. The truth is, you want your employees to genuinely enjoy working for your business. You also want your patrons to genuinely enjoy their time at your farm. Who is a better ambassador for your farm than the people who are there day in and day out?

What customer service strategies work best for you? Email me at [email protected] or send me a Tweet at @HerrickAFG.

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