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Free Marketing: 101 Low and No-Cost Ways to Grow Your Business, Online and Off by Jim Cockrum

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CHAPTER 61

REAL-TIME PROBLEM SOLVING IS MARKETING

Your business should be in the habit of providing speedy and over-the-top solutions to the issues and concerns that customers bring to your attention. This topic probably could be included in Chapter 6, where I discussed the irrational habits that you should have when dealing with customers, but the discussion about fixing problems fast belongs in this part of the book as well.

The instant a customer has a problem with your service or business there is an imaginary stopwatch that starts ticking. If you wait too long to respond with empathy and a real solution, the odds are against you and the punishment for you could be severe. If a customer detects a lack of attention on your part, they are far more likely to leave a complaint somewhere where many other people will see it. If, on the other hand, you are continually asking your customers how you are doing, you will be the first one to hear when there's an issue. This will give you an opportunity to provide great solutions in a timely fashion before any public complaints have a chance to take root.

An over-the-top satisfied customer can be created from these close-call disasters. These customers can become the best source of testimonials as well. The next time you have a customer service close call, and then go over the top to respond and fix the issue, you should request that the customer put in writing their perspective of the situation. If they give you a glowing review, you've ...

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