Changes in the Customer

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Changes in the Customer
Customers know that yours is not the only business that they have to deal with (most of the time), so their loyalty is important if you are going to retain their business. Our customers are constantly changing: is your business?
In this lesson, you’ll learn about the changing customer and what it is that our customers want today.
 
The Changing Customer
Customers have changed in the past twenty years. The CCA understands changes to customer interactions and understands that change can be a good thing.
When something goes wrong, customers want someone to fix it, and not next week, either. They want someone to fix it today, although they may be willing to wait up to two days if they are offered some kind of coupon for their inconvenience. Customers purchase warranties and options so that if their digital camera has to be repaired more than twice, it gets replaced. They may expect that if a computer takes more than three weeks to fix, it gets replaced. Likewise, a newly purchased sofa with faulty springs is also likely to be replaced.
Does all this replacing mean that CCAs are constantly bombarded by complaint calls? That could be the case; however, savvy CCAs know that in order to head off complaints, they need to provide a level of service that appeals to every customer. How do they do that?
People did not always expect such care when they bought things. If you bought a house and the basement leaked three years after you moved in, you dug down to the weeping tile and fixed it. If a tornado whipped through the valley and blew the barn down, you rebuilt it. Not anymore. Now, you call the 1-800 number and someone fixes the leak in your new home or the barn is replaced by a warranty program.
So how do savvy CCAs deal with all this negativity and complaining without pulling their hair out? They perform their jobs by offering service that is extraordinary.
 
What the Customer Wants
What our customers really want and demand is respect. They want service. Your job is to serve them while maintaining a careful balance between their needs (or demands) and the goals of your company. In meeting those needs, you may be required to:

  • Solve technical issues.
  • Answer questions.
  • Sell products and services.
  • Up-sell products and services.
  • Send alarm responders.

Of all the functions that CCAs are responsible for, the toughest for people to come to terms with are selling and up-selling. Up-selling is the technique where the CCA points out the benefits of additional items to complement what the customer already wants, or where the CCA recommends a different (more costly and/or comprehensive) product to go with what the customer already wants.
Examples of up-selling include:

  • The hamburger restaurant asking, “Do you want fries with that?”
  • The car dealerships that sell a detail package or disability insurance with your new vehicle.
  • The alarm company that sells one control pad with their basic alarm package, but really wants you to buy the platinum package that has two pads and additional features.