What's your RTC factor?Nancy FriedmanRelationship, Trust, Consistency, rapport, customer service
Part of my job is interviewing customers around the country.
That's how we get a lot of our information on what customers like
and don't like. In a recent survey, we found that there were
several things customers value--things a customer wants before the
product or the service. They boiled down to three basic wants,
comprising what we have labeled as the "RTC factor": Relationship,
Trust and Consistency. Let's go over them.
1. R: Relationship--Building rapport
Building rapport is an art and not a skill, and it is a very much
overlooked art. Call many companies, and the first word shouted at
you is, "Name?"
There's no "nice to meet you by phone" or even a "good morning."
There's very little rapport-building found in today's customer
service. It's not taught in our schools, and I am not aware of any
company offering rapport-building skills.
Telephone Doctor believes the relationship starts within the first
four to six seconds of a phone call or within 45 seconds for an
in-person visit. That sets the stage for the rest of the
transaction. Plus, it lays the groundwork for possible future
business. Rapport-building and relationships are vital to every
communication exchange. It's a simple, basic process.
2. T: Trust
If the customer is unable to trust what you say, the relationship
will melt to zero. Gaining the trust of your customer is the key to
all relationships. From following through when you promise to call
or fulfilling the company's guarantee statement, creating trust is
vital. If those trusts are broken, it's a big fence to mend and
oftentimes never fixed. Keep your word to gain the trust of your
customer. He needs to know he can count on you. Before any sale, a
customer must buy you.
3. C: Consistency
The McDonalds hamburger in Cancun, Mexico tastes the same as the
one in Des Moines, Iowa. Why is that? Consistency is why. We have
learned that the taste will be the same in each of the stores. A
business should run with the same consistency. It shouldn't matter
who the customer talks with at a company.
I'm usually very skeptical when someone tells me, "Be sure to talk
to Joe. He's the best one there." I'd rather hear, "You can talk to
anyone in our office."
The RTC factor is what customers look for and deserve in any of
Please submit your questions for Nancy Friedman, The
Telephone Doctor, to [email protected]
If your question is selected as a question of the month, you will
receive a free copy of The Telephone Doctor's book, "50 Little Tips
That Make a Big Difference."
Nancy Friedman, "The Telephone Doctor," has spoken at the
past three National Association of
Mortgage Brokers Annual Conventions and is president of Telephone Doctor Customer
Service Training in St. Louis, Mo. Nancy is a frequent speaker
at meetings and conferences worldwide. She may be reached at (314)
291-1012 or visit www.telephonedoctor.com.