The 72% Gap

What is the 72% gap?  We think it may surprise businesses to learn that 80% say they offer superior customer service, yet only 8% of customers agree.  Think of it this way, organizations may be, and most are, out of touch with what customers want in today’s environment, thus the 72% gap.  It’s a dilemma.  One that may infringe on the very existence of an organization.  It makes sense for even the very best organizations to examine their customer service activity and how that activity is handled by service personnel. It’s an important part of marketing, in fact it may be the most important piece in all of marketing.  Think of it as one-to-one marketing.  A one-to-one conversation with your customer should be comfortable and engaging, like a conversation with a close friend.  Listen and really hear what they say and above all understand their feelings and solve their problem effortlessly.

When I think of great customer service, I think of Nordstrom’s, the department store.  They have no merchandise return policy.  They don’t feel like they need one.  When you want to return an item, you simply return it for a refund or a replacement.  There is no time limit, you don’t need a receipt, it does not have to be in the original package, etc., etc.  Nordstrom’s makes it easy, simple and seamless and the customer leaves very happy and then spreads the word as to how they were treated.  Now, I know you are not a department store.  I’m aware your organization is assisted living or senior living, but the fact is it doesn’t matter.  The fact is happy and satisfied customers or residents are essential for the very existence and profitability of your business.

Focus on stellar customer care and you gain an edge on the entire industry.  You set your organization apart from others.  Train your personnel on the significance of hassle free service and the importance of a happy resident.  Teach them the value of civility and the magnitude of its positive effect on the business.  Show the staff examples of positive engagement and communication.  Do these things and you build a resident advocacy that will offer returns on investment like you never imagined.