Utility Automation & Engineering T&D - Utilities should exceed expectations to create loyal customers

Phoenix, AZ, Nov. 11, 2008 -- Every business wants to have exceptionally loyal customers and utility companies should be no exception, particularly when they sell nontraditional products and services. One way to create customers who are so loyal they act as unpaid sales representatives is to exceed their expectations, said David Saxby, president of Measure-X, a company that specializes in helping utilities improve their customer service and sales.

"Word of mouth is a powerful marketing tool and customers who spread good news about a utility and its services are outstanding sales representatives," said Saxby. "They are not employees, so they're perceived as having higher credibility than a paid sales rep."

Saxby urged utilities to win customers over by doing the unexpected. He offered the following five tips for exceeding expectations and creating highly loyal customers.

Make telephone system easy to use. Utilities with automated phone systems should make them easy for customers to navigate, Saxby said. "In addition to simple navigation, always have an option to talk to a live person," Saxby said. "Call in as if you were a customer who knew nothing about your company. Experience your automated phone system first hand."

End customer calls on the right foot. Customer service representatives should conclude all phone conversations with customers by asking if there is anything else that can be done for them, Saxby said. "This demonstrates to both you and your customer that all their needs have been met," Saxby said. "This confirming question also gives the utility an additional opportunity to satisfy the caller."

Thank customers for compliments. Compliments are not easy to come by, so CSRs should say thanks any time a customer compliments them or the utility itself, Saxby said. "Ask new customers how they learned about the utility and, if possible, send a hand-written thank-you note to the person who referred them," Saxby said.

Consider referral rewards. Customers are surprised and pleased when they are actually rewarded for referrals, Saxby said. "Send a small gift to the customer who sings your praises or refers you new business," Saxby said. "The gift need not be expensive. It's the thought that counts."

Follow up with customers when they least expect it. "Call customers just to say thank you and tell them how much you appreciate their business," Saxby said. "You can also use these conversations to ask them for suggestions on how the utility can do a better job of providing service. Be sure to listen carefully. Sometimes they will give you great ideas."

Want to stay Current? Listen to Currents: The Energy News Podcast brought to you by Utility Automation & Engineering T&D and Electric Light & Power online. For a list of all available episodes, click here and start listening today. And for more news and exclusive features from Utility Automation & Engineering T&D and Electric Light & Power online, please click here.

Add RSS Feed