This post contributed by Monica Klein from A Suri Farm.

I have a brother (actually, I have four brothers) who has this goofy hypothesis he calls the “80:20 Rule.”  I’m beginning to learn that my brother, John, may not be so far off base in his thinking.  His rule says that in the world of customer service 80% of the time, you get a moron (his word, not mine) and 20% of the time, you actually get someone who knows what they’re doing.

I think we all can cite examples that would prove John’s theory to be true even if the numbers don’t fall exactly at 80 and 20.  You know what I mean, I’m sure of it.  Remember the last time you were in the checkout line at a store and after the cashier had rung in your purchase and then typed in the $10 you handed him… you found that penny in the bottom of your pocket so you’d get a quarter back instead of twenty-four cents?  You know what I’m about to say… the deer-caught-in-headlights stare…the oh-my-God-I’ve-already-hit-the-cash-tendered-button-now-what-do-I-do look.  That is a prime example of the 80% group.  I don’t want to be one of them.

I hope we can all still think of an example of the 20% of good customer service providers.  Maybe you went to a new restaurant, the food wasn’t so great, the lighting was a little dim but you were greeted and served by a bubbling waitress.  You didn’t have to ask for more water because she was there to fill your glass before you said a word.  When you thought you wanted pork chops, she’s paused at her order pad and quietly whispered, “They’re a little dry tonight – how about a steak instead?”  These are the kinds of simple gestures that make you return, to give it another chance.  Even though part of your experience was less than ideal, the warm personality and customer service of the waitress made you remember the night in a more positive way.

The alpaca industry is no different with regard to customer service than the grocery store or restaurant exemplified above.  Some farms are good, some not so good.  At a Suri Farm, we’re working to be in the top 1% of the 20%.  Nothing pleases us more than to have someone say, “Thanks, you’ve been so helpful.”  We know that the way we respond to customers not only reflects on our farm but also on the industry as a whole.  If we treat people well, they’ll come back to us as repeat customers.  If they feel satisfied that they’ve received good customer service, they’ll send us new customers!  This is how we will build a Suri Farm into a successful alpaca breeding business.

Providing good customer service can be simple if you follow a few basic rules -
Be positive and truthful, be understanding of your customers’ needs and communicate openly with them.

I can’t tell you how many times I’ve had people say to me (sometimes with a sneer on their face), “You’re always so happy.”  Sometimes my sarcastic side leaps out and I’d love to retort, “I’m sorry, I’ll try harder to be grumpy and miserable…would that please you?”  I think a positive attitude is contagious.  I don’t live in a dream world; I know there are curmudgeons who just don’t want to smile but I REFUSE to let their negative attitude override my positive one.  In my rules of good customer service I said be positive AND be truthful.  Even when you have to deliver bad news, you can do it in a manner that will buffer any negative response from your customer.  It is of utmost importance that you always be truthful when dealing with customers.  I don’t care how good you think you are at “bending the truth” it will always come back to haunt you and damage the reputation of your farm.

My second “simple” step to good customer service calls for understanding your customers’ needs.  Are you a good listener?  Or were you too busy thinking of what you wanted to say or do to hear what your customer really wanted or needed.  Sometimes, to understand your customers’ needs means sending them to another farm to purchase an animal that you don’t have.  Trust me, you may have lost one sale that day but you will gain the long-term respect of that customer and of the referred to farm.  You will also, inevitably have a customer sent to you by one or both of them.  Often if a salesperson doesn’t listen to his or her customer and forces a sale of something the customer didn’t want – that customer will never shop in that store again.  Not only that, but that customer will be reminded of the bad experience every time she looks at that dress or scarf or alpaca she didn’t really want to buy.

Last, and certainly not least, is that you MUST communicate with your customers.  Be it in person, by phone or via e-mail good lines of communication equal good customer service.  In today’s world of instant messaging, text messaging, cell phones, landline phones, etc. there is no excuse for poor or lacking communication.  Even if you have bad news to deliver, you must deliver the news.  If the customer’s dam won’t get pregnant by your herdsire, don’t avoid calling them.  Pick up the phone and discuss their options with them.  Resolve the issue together.  I can almost guarantee you that the overall response will be positive.  No, they won’t be pleased to hear that their dam’s not pregnant, but your positive willingness to get to the bottom of the problem will speak volumes about you and your farm and the good customer service you provide.

And good communication skills and customer service don’t end when the alpaca leaves your farm in the trailer.  If you want to have repeat customers who tout your farm to others, you must follow up with them.  Call or e-mail in a few weeks to check on the alpaca.  Send a thank you for your purchase card.  Keep that client informed of events going on at your farm.

I hope these tips will help you to provide excellent customer service to your client.  I challenge you to be one of the 20% gang.

October 12th, 2009 | Tags: A Suri Farm, alpaca, alpaca breeding business, Alpaca Industry, alpacas, customer service, Monica Klein | Category: Business Matters, Farm Business | Subscribe to comments | Both comments and pings are currently closed