Saturday, April 9, 2016

How can you give your customers even better service and increase profitability? (Take a hint from the Japanese, who have perfected the “hospitality culture.”)

I recently returned from a wonderful 10-day trip to Japan visiting my youngest daughter, Amie, who is teaching English in Kashiwa—the sister city of my hometown, Torrance.
         
This was my third trip to Japan, and one again I was reminded that the Japanese have mastered a “comprehensive service culture.”
         
As a guest, whether it be at a hotel, a restaurant, a store or on a train, you are treated with the utmost courtesy and consideration.
         
Eat at most any restaurant, and you will be amazed at the service—with a smile—and with no tipping!  That’s right.  There is no tipping in Japan. 
        
Simply put, the service culture in Japan seems to almost always “over-deliver.”  Sadly, that’s not the case for many services provided in the U.S.
         
The executive director and general manager the Palace Hotel Tokyo says it’s hospitality that’s “extended with the utmost sincerity, grace and respect.”
         
The question is, what lessons can we learn in servicing our own customers (or my case, my own clients)?
         
How can we better serve them and even over-deliver what we promise?  How can we train our staffs to treat every call, email or contact with a customer with the highest degree of sincerity, service and respect?  How can you make your customers feel valued and appreciated?

         Here are a few ideas: 
1)   Give your best customers an automatic credit in their account for future purchases.  I just got one of these, and it felt great to be appreciated.  I used the credit to make another purchase.
2)   Email them a valuable special report at no cost. 
3)   Offer a choice of additional premiums or gifts when they order. 
4)   Take care of any problem quickly, and offer something of value to make up for any ill will. 
5)   Invite them to a special event or “webinar” because of their continued patronage. 
6)   Get input from them on what new products or services they want or need—and reward them for their participation.
7)   Remember: service, service and service—with a smile.

For more on the incredible service and hospitality in Japan, read: http://www.wsj.com/articles/SB10001424052702303456104579489824193262260