Keeping Customers- James Gerdsen

As time has passed and ideas about what a business should be have changed, one fact remains unable to be disproven.  It is easier to keep a customer than to gain a new one. President and CEO of Apollo Heating and Cooling James Gerdsen can testify to this fact. It is more profitable to retain customers than to constantly seek out new ones.  The trouble is how to keep the current customers. James Gerdsen has advice on how to do this.

First, train employees on proper customer service techniques, says James Gerdsen. Let them know exactly what the standard of care is and hold them to it. Employees are the face of the business and should be an embodiment of the company’s mission statement.

After determining employees are properly trained to handle any situation, good or bad, it’s time to focus on quantifying customer satisfaction. There are several ways to do this: surveys, review websites, or directly asking the customers.  This enables the company to determine areas of improvement or where they are excelling, according to James Gerdsen.

It is important to properly address an unsatisfied customer. If ignored, that unhappy customer walks out shares negative comments with thirty other people. That is thirty people that will never buy anything from you because of someone else’s experience. This is where the proper training of employees is necessary. If the situation is handled correctly, the customer will appreciate the effort to make amends. They may even continue to give you their business.

Now the business has a steady stream of repeat business. James Gerdsen recommends gestures of gratitude to make them lifelong customers. Experiment with ideas and see what consumers respond to. A follow up call and a handwritten note is always well received.  Small gifts such as a gift card for a cup of coffee or a box of cookies don’t cost much, but they make a big impact.