All customers have two basic needs. Each customer would have a personal need and a practical need. What are these needs?
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Two Basic Needs
- Practical Needs are the very reasons why the customer came to you. For example, they are looking for a new book, they go to a customer.
- Personal Needs are how you are able to affect your customer when they come to you. The customer does not necessarily expect you to provide for their personal needs, but it would be a great impact to the customer if you do.
Four Types of Customer Service
- The Factory: This is a type of service that is low in meeting the practical needs of customers and at the same time, also low in meeting the personal needs of the customers. This is like going to a drug store where there are a lot of medicines unavailable and the store clerks are unconcerned that you drove all the way to your store only to find out that you do not have what they needed.
- The Freezer: This type of service is high in meeting the practical needs of customers, but very low in meeting the personal needs of customers. This type of service tells the customer that they are not concerned about how they deliver their products for as long as they are delivering it.
- The Friendly Zoo: This is a type of service that is low in meeting the practical needs of customers, but high in meeting the personal needs of customers. When you get this kind of service, even if you are not completely happy with the product or service, you will just go ahead and pay for it because the clerk was so nice. Imagine being at McDonalds and the very friendly server got your order wrong several times. You will feel bad about getting angry with the server because they had a great smile and wonderful small talk manners.
- Quality Customer Service: This type of service is high in personal needs and practical needs.
There are a lot of ways for you to provide service to your customers. That is why it is important for your employees to undergo training to make sure that they are providing the exact service you expect them to give.