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Fine Is a Dangerous Word

by Debra Schmidt    

“FINE” is the most dangerous word in consumer language.  It means, “I’m neutral,” and as soon as I find something better—I’m out of here!  

Are your customers telling you that everything is FINE and they are satisfied?  If so, you may have a problem—because 65-85% of customers who say they are satisfied SWITCH to the competition.  Customers will not continue to do business with us for long if we simply meet their expectations.  

Set your goals to create loyal customers.  But keep in mind that customer loyalty starts with the internal customers—employees and co-workers.  Loyalty is a top-down initiative.  It must start at the top.  In order to build loyalty, we need to find ways to exceed employee and customer expectations.  Loyal customers are more pleasant, purchase more products and refer new customers.  They are also more forgiving when problems occur.

Don’t settle for your customers or employees checking the “satisfied” box on your satisfaction surveys.  Look for ways to surprise and delight them to build loyalty.  Then they will be writing on your survey comment lines: “The employees here are always friendly.”  “This company goes the extra mile for me.”  “The employees sincerely care about my concerns.”

To create loyal customers, focus on building long-term relationships with each one on an individual basis.  Take time to listen to them.  Greet them warmly when they call, and use their name at least three times in every conversation.  Thank your customers frequently, and find ways to show them how much they are valued.

When you focus on building loyalty, both employee and customer retention go up.  The end result—a boost in your profits!


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Emmy nominee, entrepreneur, author, television personality and winner of six national marketing awards, Debra J. Schmidt is one of the nation’s most versatile speakers and trainers. She is known as America’s “Customer Loyalty Ambassador” and author of Spe