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お客様の心をつかむ真実の瞬間―驚異の売上げを達成する10の秘訣!
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Tankobon Hardcover
First published January 18, 1988
45 people are currently reading
650 people want to read
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Displaying 1 - 14 of 14 reviews
September 10, 2021
Not very insightful; most of the content wouldn't be new to anyone who's spent time in customer service. There are a few worthwhile tips, including the mnemonic device "Reliable CARE" to remember the 5 best ways to keep customers coming back. I don't know if the unabridged version is better.
Notes
Problem-solving approach: ask, "What's the situation now? What would you like it to be?"
Ask Platinum Questions: "How are we doing?" to discover their perception of your service, and, "How can we get better?" to learn how to improve that perception.
Survey questions
How well do we deliver what we promise?
How often do we do things right the first time?
How often do we do things right on time?
Are we doing or not doing anything that bugs you?
What do you like best about what we do?
What can we do to better serve you?
5 best ways to keep customers coming back
1. Reliability. Be dependable. Do what you say you'll do, when you say you'll do it. Do it right the first time. Do it on time.
2. Credibility. Have the customer's best interests at heart. Have integrity. Promptly fix problems at no extra charge. Remove danger, risk, doubt from services. Keep customer info confidential.
3. Attractiveness. Customers judge quality of service based on image.
4. Responsiveness. Be accessible, available, willing to help. Keep them informed, and provide service ASAP.
5. Empathy. Treat each customer as special. Treat them the way they want to be treated.
Mnemonic: Reliable CARE
To learn about problem, ask, "What went wrong?" "What did you do then?" Paraphrase important points and ask, "Do I have that correct?" If possible, offer several options for fixing the problem, and let customer choose. When you offer solutions, state them positively. Instead of "I can't give you a refund today," say, "I'll have it for you first thing tomorrow morning." After solving problem, ask "Is there anything else I can help you today?" Thank customer for telling you about concern. When appropriate, follow up to ensure problem was solved.
If customer is obnoxious and resists your efforts to solve problem, say, "if we're going to continue doing business, this needs to be a good deal for both of us." If they still resist, offer a refund and move on.
Don't homogenize; customize. Customizing is great for repeat business. People come back to buy where they get special treatment. Customizing overcomes customer defensiveness, because you're being so helpful. It virtually eliminates the competition, because you meet the customer's needs better. Tell customers, "You get me with every purchase, and no one else can give you that."
Give indecisive customers 1-2 recommendations and 1-2 reasons for each. When they agree, assure that they're making the right choice. Be confident, caring, and decisive.
People buy 2 things: good feelings, and solutions to problems. Respond to objections with more good feelings or more solutions, so they view them as more valuable than price.
70% of complaining customers will buy again if you resolve problem in their favor. 95% will buy again if you resolve problem on the spot. Reward complaints with fast, positive action.
Customers who never complain either aren't being candid, or aren't being asked Platinum Questions.
No matter what caused problem, don't pass blame. Take responsibility for solving, and fix as rapidly as possible. Find out what customer wants: refund, credit, discount, replacement, etc. If customer doesn't like proposed solution, ask what they feel would be fair. Never let customer lose face; if you can't meet expectations, tell them without delay.
When you have to tell customer disappointing news, reward with positive perks. Do something special to put deposit in emotional bank account, to minimize withdrawal caused by problem.
During all interactions with customer, ask yourself Winning Question: "How can I make him glad he talked to me?" You could solve problem, save time, save or make money. Make customer feel rewarded.
Notes
Problem-solving approach: ask, "What's the situation now? What would you like it to be?"
Ask Platinum Questions: "How are we doing?" to discover their perception of your service, and, "How can we get better?" to learn how to improve that perception.
Survey questions
How well do we deliver what we promise?
How often do we do things right the first time?
How often do we do things right on time?
Are we doing or not doing anything that bugs you?
What do you like best about what we do?
What can we do to better serve you?
5 best ways to keep customers coming back
1. Reliability. Be dependable. Do what you say you'll do, when you say you'll do it. Do it right the first time. Do it on time.
2. Credibility. Have the customer's best interests at heart. Have integrity. Promptly fix problems at no extra charge. Remove danger, risk, doubt from services. Keep customer info confidential.
3. Attractiveness. Customers judge quality of service based on image.
4. Responsiveness. Be accessible, available, willing to help. Keep them informed, and provide service ASAP.
5. Empathy. Treat each customer as special. Treat them the way they want to be treated.
Mnemonic: Reliable CARE
To learn about problem, ask, "What went wrong?" "What did you do then?" Paraphrase important points and ask, "Do I have that correct?" If possible, offer several options for fixing the problem, and let customer choose. When you offer solutions, state them positively. Instead of "I can't give you a refund today," say, "I'll have it for you first thing tomorrow morning." After solving problem, ask "Is there anything else I can help you today?" Thank customer for telling you about concern. When appropriate, follow up to ensure problem was solved.
If customer is obnoxious and resists your efforts to solve problem, say, "if we're going to continue doing business, this needs to be a good deal for both of us." If they still resist, offer a refund and move on.
Don't homogenize; customize. Customizing is great for repeat business. People come back to buy where they get special treatment. Customizing overcomes customer defensiveness, because you're being so helpful. It virtually eliminates the competition, because you meet the customer's needs better. Tell customers, "You get me with every purchase, and no one else can give you that."
Give indecisive customers 1-2 recommendations and 1-2 reasons for each. When they agree, assure that they're making the right choice. Be confident, caring, and decisive.
People buy 2 things: good feelings, and solutions to problems. Respond to objections with more good feelings or more solutions, so they view them as more valuable than price.
70% of complaining customers will buy again if you resolve problem in their favor. 95% will buy again if you resolve problem on the spot. Reward complaints with fast, positive action.
Customers who never complain either aren't being candid, or aren't being asked Platinum Questions.
No matter what caused problem, don't pass blame. Take responsibility for solving, and fix as rapidly as possible. Find out what customer wants: refund, credit, discount, replacement, etc. If customer doesn't like proposed solution, ask what they feel would be fair. Never let customer lose face; if you can't meet expectations, tell them without delay.
When you have to tell customer disappointing news, reward with positive perks. Do something special to put deposit in emotional bank account, to minimize withdrawal caused by problem.
During all interactions with customer, ask yourself Winning Question: "How can I make him glad he talked to me?" You could solve problem, save time, save or make money. Make customer feel rewarded.
March 30, 2019
Really liked the following definition of Customer:
What is a customer?
A customer is the most important person ever in this office... In person or by mail.
A customer is not dependent on us... We are dependent on him.
A customer is not an interruption of our work... He is the purpose of it. We are not doing a favor by serving him... He is doing a favor by giving us the opportunity to do so.
A customer is not someone to argue or match wits with. Nobody ever won an argument with a customer.
A customer is a person who brings us his wants. It is our job to handle them profitably to him and ourselves.
What is a customer?
A customer is the most important person ever in this office... In person or by mail.
A customer is not dependent on us... We are dependent on him.
A customer is not an interruption of our work... He is the purpose of it. We are not doing a favor by serving him... He is doing a favor by giving us the opportunity to do so.
A customer is not someone to argue or match wits with. Nobody ever won an argument with a customer.
A customer is a person who brings us his wants. It is our job to handle them profitably to him and ourselves.
May 15, 2017
I promised my husband when I signed up for Demarle I would read some books about network sales and selling. I got this one from the library, and it was a pretty good book on customer service. The result has not been making me a better sales person, but in making me more cynical when I get bad customer service. I did have the realization while reading this book that there is a difference between marketing and selling. I am able to sell Demarle once I get people to a party. I have a problem with marketing the party, and getting hostess and guests. And that why I don't sell it any more. :)
August 8, 2025
Great Read for anyone in sales or owns a business and looking to improve on sales. understanding that retention is the key to sales really stood out as well as countless other great thoughts. Sales is fulling needs and this book will fill the need to help you figure that out.
October 11, 2018
Wonderful primer book on retaining customers. Gave me a great jumping off board to delve into more serious books.
July 24, 2019
This is a must read for everyone dealing with customer.....especially in a service industry
February 4, 2024
BORINGGGGGG
June 2, 2024
Nice book
February 3, 2023
This was a relatively short book to read, and it got to the point most of the time, so it was a nice and quick read.
In terms of its content, it described the fundamentals of customer service and tips as well as approaches to improve customer loyalty effectively. e.g. how to increase return rates, how to treat customers, how to treat complaints/angry customers, how to develop strategies to reward certain positive employee behavior, etc.
Read this book if you need some clear, concise advice on how to improve and maintain good customer service.
In terms of its content, it described the fundamentals of customer service and tips as well as approaches to improve customer loyalty effectively. e.g. how to increase return rates, how to treat customers, how to treat complaints/angry customers, how to develop strategies to reward certain positive employee behavior, etc.
Read this book if you need some clear, concise advice on how to improve and maintain good customer service.
September 12, 2011
Read this book a while ago and do not remember much (or can not assign it to this book). One thing I do remember is that someone was struggling to sell the black salmon. So they came up with the label "it defiantly does not turn pink". To this day I find it a great idea how to turn "weaknesses" into "strengths"
December 28, 2009
One of the best original books on customer loyalty.
September 24, 2011
Does what it says on the cover...it's about customer loyalty.
April 27, 2017
AS Albert Einstein "Example isn't another way to teach, it is the only way to teach". This is the attitude of this book, which I think could deliver the message quite well. In addition to the numerous samples of how to win customers for a lifetime business, the general rules of thumb also can be very helpful to organize the thoughts.
Also, the glib and smooth language of the writer is a great asset to get the points quickly, especially for people like me who English is not their native language.
In general, the answer to "How to win customers & keep them for life" is having a good customer service plan. And in this book, you will understand the different aspects of a customer based business and how to measure the quality of it. I do recommend to read this book.
Also, the glib and smooth language of the writer is a great asset to get the points quickly, especially for people like me who English is not their native language.
In general, the answer to "How to win customers & keep them for life" is having a good customer service plan. And in this book, you will understand the different aspects of a customer based business and how to measure the quality of it. I do recommend to read this book.
Displaying 1 - 14 of 14 reviews