Traditionally, a business with low standards for customer service eventually gets edged out by more approachable, accommodating competitors. When a business has virtually no competition, though, its unhappy customers are left without a choice. The leading credit bureaus (which have such notoriously bad customer service that there are websites dedicated to breaking through those walls) is a perfect example of how even an exclusive industry can ruin things for themselves. Luckily, examples of poor customer service have benefits for the rest of us, since we can learn what not to do by paying attention to those failures.
1. Karma Will Catch Up to Bad Business
Sooner or later, what a business puts out there is going to come back around. Equifax, Experian and TransUnion have been figuratively spat on by consumers and the media. Eventually, this glaring light on their poor business practices led to change from individuals, other businesses and even the government.
The Lesson: Cutting corners in the beginning may be brushed under the rug at first, but eventually the rest of the world is going to catch on to your wrongdoings. Provide great customer service from the beginning and you won’t have to worry about bad press in your future. Plus, you won’t have to overhaul your procedures when change is demanded.
2. Quality Professionals Don’t Want to Work for Infamous Brands
Industry superstars are going to seek new job opportunities at businesses with excellent reputations. Why would someone who can take their pick of a job go with a business that has a bad rap? When a company isn't led well, only weak employees will come on board, which results in a cycle of low performance.
The Lesson: You’re only as great as your worst employee. A business’ behavior should mirror how highly they want to be regarded.
3. Define Your Audience and Appeal Primarily to Them
Knowing who your main customers are doesn’t mean shunning any outsiders who are attracted to your business, it just means gearing your outreach towards one audience. Terms of service, customer service, marketing platforms – everything should cater to the group of consumers you want to reel in.
The Lesson: Reaching anyone and everyone who could like your product or service is nearly impossible. Instead, draw in a higher concentration of people from a smaller sector by aligning your efforts with their needs.
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