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Tuesday, February 12, 2013

Anticipating Needs Is the Key to Customer Retention

Written by  Duane Bailey

I walked into the dry cleaners the other day to drop off a new dress shirt and a pair of slacks. I am a regular customer and, as you might expect, am frequently greeted by name when I walk in. By the time I had arrived at the counter, the assistant manager had already pulled up my account in their database.  He was able to retrieve my account without my having to provide my phone number (an impressive feat, given the large number of customer transactions they process in a given day). He also knew how I liked my shirts (lightly starched, on hangers) and didn’t have to ask me.

He must have sensed I was in a hurry because, when he discovered I was leaving new items that needed bar-coded labels (they use these to identify and keep track of their customers’ garments), he told me to go on ahead and he would take care of it. When I asked if I needed a receipt, he said, “No, I got it.”

I returned later that evening and, without a receipt, said I was there for a pick-up. The employee behind the counter quickly retrieved my shirt and slacks, I paid for the dry cleaning and was soon on my way.

I share this story about my customer experience with Crest Cleaners because it is a big part of why they have been able to retain me as a loyal customer for many years. The relationship we have built is one of familiarity – I could walk in, leave my dry cleaning on the counter without saying a word (if I really wanted to) and know it would be ready that night. It’s also a relationship of trust – after all, there aren’t too many places where I would feel comfortable leaving over $150 worth of clothes without a receipt or claim check. Most of all, it's convenient. It makes dry cleaning the easiest part of my day.

Are your employees making the extra effort to anticipate your customers' needs? It might mean the difference between customer retention and attrition for your business.  

For other insights on the important role people play in customer retention, please see:
• “Refrigerator Rights” and Why Organizations Value Them
• Be Different – Thank Your Customers
• Service Before Self: Why Strength of Character Compels Others to Do Business With You

Duane Bailey

Duane Bailey

Duane Bailey is a regular contributor to The Chief Storyteller® online conversation. He has helped organizations of all sizes drive growth in revenues and market share through the development and delivery of key business messages that resonate with target audiences. He holds an MBA in International Business and a BS in Marketing. He brings 28 years of experience in marketing communications and high technology sales.

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