The 12 Laws of Effective After Sales Service | Customer Service Training | Customer Experience Training

What is an effective after-sales service? It’s just a few simple words, but what do they mean? We are all customers for something. Sometimes we want a prompt no-nonsense form of after-sales service. Sometimes we need a length service. But often the after-sales service we receive is poor or nonexistent.

Being a happy customer means that we are more likely to be loyal. Being loyal means that we may buy more from the same organization, even though that may sometimes means paying a bit extra. Why? Because we don’t want to go to another supplier and take the risk of not being satisfied again.

This all may seem straightforward, but just think about it. In reality, how often are you really a satisfied customer? Here, let me share with you the 12 laws of effective after-sales service.

Law #1: The customer is not always right.

However, the goal is not to discredit, embarrass, belittle, or challenge them in a destructive way. What we need to do is discover the source or cause of their incorrect perceptions, beliefs, or attitudes. The next step is to determine if the organization has contributed significantly to these incorrect feelings or if their source is the competition, the marketplace, or their Uncle Harry.

Law #2: The customer is never completely wrong.

There is always some element of their perception that is a true reflection of reality as they see it. The customer can be a teacher for us if we will keep an open mind and receptive, neutral demeanor. They can mirror back to us where our advertising, distribution methods, pricing strategies, administrative policies, or marketing or sales methods need improvement, refinement, or a major overhaul.

Law #3: The customer deserves your best, regard- less of the time of day, day of the week, or month of the year.

The fact that you worked late last night because it was your monthly inventory or your annual sales blowout should not become the customer’s problem. The fact that you just returned from a week on the road working trade shows is not the customer’s concern.

Law #4: The customer deserves your best regard- less of your training, length of service, or any other prevailing corporate attitude.

So you are sixty days away from retirement and just filling time, waiting to get behind the wheel of your RV.  Or you are a brand new sales rep whining that manufacturing just doesn’t understand. Or you are on the first week of the job and still can’t master this new piece of equipment. Or you are overstocked on a particular item, so you cut back on stocking the items that your customer uses regularly and ask if he will accept a substitute. These circumstances and thousands of others like them, if they become the customer’s problem, will cause him to seek out your competitor.

Law #5: Don’t pass the buck.

Whoever hears about a problem owns the problem. How often have you been transferred several times before you finally got to the right person? Have you ever heard, “It’s not my job, problem, or function”? Don’t get defensive or upset when a customer brings you a concern or complaint. Accept the fact that the problem exists and help get it solved.

Law #6: Don’t be too busy for your customers and don’t make it difficult for them to do business with you.

How many times have you as a customer gotten the feeling that you are an interruption in an employee’s day or workload? Have you as a customer ever been made to feel like you shouldn’t be having a problem with a product or service, that it is your fault that the item broke? Don’t treat your customers this way.

Law #7: Employees are customers too.

Every employee that ever does anything within an organization is ultimately doing it indirectly for the customer. That makes every employee an ambassador, spokesperson, or representative of the customer. When an employee fails to serve another employee in an effective or timely manner, sooner or later the customer will feel the repercussions.

Law #8: If you must use technology, make it user- friendly.

Within the past week, I have had five voice mail systems hang up on me. When I called back to get a person, I had to spend several minutes of my valuable time wading through endless recorded dribble. I finally called another supplier.

Law #9: Say what you will do and do what you say you will.

Follow through, keep your promises, honor your commitments, and keep your customer informed of your progress. Customers will tend to be more understanding, patient, and tolerant if you communicate with them with integrity and in a timely manner.

Law #10: Be interested, care, and act like you are glad the customer is doing business with you.

People like doing business with people who appreciate their business. People are willing to give more of their business and money to businesses that are friendly, accommodating, and interested. You show you care by having up-to-date product knowledge; knowing who does what in your organization so you don’t have to keep a client on hold for ten minutes, while you try to find someone to solve her problem; and smiling, even if it hurts.

Law #11: Keep private things private.

If I am a client, I am not interested in your personal problems or corporate politics. I do not have the time to listen to who did what to whom and why in your organization, nor am I interested. I don’t want to know that you are looking for another job. Sharing private, confidential, or personal information— whether you are the CEO or receptionist—is in poor taste and unprofessional. It also makes me wonder how much of my business you share with other customers or suppliers.

Law #12: Think ahead of the customer with a problem-solving attitude.

To survive and prosper in this decade and this new century will require that organizations and their employees think well ahead of their customers and their potential future desires, problems, and needs. It will be too late if you just wait for the customer to bring their problems to you or communicate to you their future desires or needs.

Delivering exceptional after-sales service is crucial for building lasting customer relationships and fostering loyalty. At Sales Transformation Asia, we specialize in comprehensive customer service training programs designed to enhance your team's skills in communication, problem-solving, and customer satisfaction. Recognized as the leading sales training company in Malaysia, we are expanding our reach across Asia, including Singapore and beyond, to offer top-tier customer service courses tailored to diverse business needs. By investing in our customer service training in Malaysia and throughout the region, you equip your team with the expertise to deliver outstanding service experiences, setting your business apart in today's competitive market.