Customer service and why it is so important

A survey is one way to measure your customer service

Customer service is the provision of service to customers before, during and after a purchase. Customer service can also be defined as a series of activities designed to enhance the level of customer satisfaction. Its importance varies by products, industry and customer. In the golf industry, customer service is huge. If you do not have good people skills or treat a customer bad, you can and will go out of business. Every customer, whether it be golf related or not, will have what is called a moment of truth. A moment of truth is when a customer decides in a moment what he thinks about you or your entire facility. To a customer, their perception is reality. Even if what they beleive is false, no matter what you say you won’t be able to change their negative perception of your facility.

One bad experience can loose a customer and potentially their family and friends. That’s why customer service is so important and why it is so important to be as polite and formal as you can be to everyone you meet because one bad experience can cost you a lot of business. Golf is also something that people obviously don’t need to do, but they want to. If they don’t like the way you conduct yourself or the facility handles its customers and business, they will go some place else.

Customer feedback is also very important. There are many different techniques and things you can do to obtain customer feedback. Things such as give out questionnaires, have a poll on the scorecards, have comment boxes, have the employees try to listen in on customers conversations to see what they can pick up, or simply just ask the customer what they think about something. Studies have shown that 90% of the time when a customer is unhappy or receiving poor customer service, they will not complain. They won’t tell you that they are unhappy and they most likely will never return to your club and also 90% of the time they will tell someone about the bad experience. Customers rarely tell others about good customer service though. I think the reason for this is because golf customers expect to be treated good all the time and when they aren’t, it’s just so out of the ordinary. The main thing to take away from this is simple: Be good to your customers or you can potentially go out of business.

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