The Word Wrangler

Customer satisfaction is one of the goals we writers strive for, but it’s the wrong goal.

Anthony J. Zahorak and Roland T. Rust, from Vanderbilt University conducted a study on customer satisfaction. Their findings? Approximately 25% to 40% of satisfied customers do not go back to the business they were satisfied with.

Why? Because they were just satisfied.

Think about what being satisfied means for a minute. It usually means that the experience was nothing to complain about. You went in, got what you wanted and left with no problems. The experience probably leaves your memory by the time you get home. And there’s your problem.

The freelance writing business is highly competitive, and there are more so-called copywriters joining our ranks every day. It’s not enough anymore simply to provide good work at affordable prices. In short - It’s no longer enough to leave your customers satisfied because they can get satisfaction nearly anywhere.

No, in today’s market, you must stand out and be great. You must make a lasting impression in your client’s mind if you want them to keep coming back again and again. When you finish a project you want the client to think: “Wow, that guy/gal was great. I can’t wait to work with them again.”

When you make that kind of impression, your job becomes a hell of a lot easier when it comes to getting work, which is one of the toughest roads we freelancers walk.

So, aside from giving out free sexual favors with every copy job, how can you ensure your client’s impression of you lasts after the paycheck?

• Over deliver. Normally, when you begin a new project, you and your client have decided on a deadline. Meeting that deadline satisfies your client because that’s what’s expected. What’s not expected is for you to turn the project in early. Or maybe you’ve agreed to supply your client with ten possible taglines for their new business. Give them fifteen or twenty instead.
• Throw them a bone. Not long after I moved to where I’m living now, I had car trouble and took it to one of our local mechanics. While doing the repairs they noticed something other small problem and fixed it at no charge. It was certainly unexpected and they certainly didn’t have to do it. But, even though they’re a little more expensive than some others in my area, they’ve got my business for as long as I’m here.
• Follow up. Ever shop someplace and have the store manager or owner call you up to see how your experience was? I haven’t, but it would certainly be unexpected and would certainly make me want to do business there again. Contact your clients after the project is complete and ask them if they’re happy with the work, and if not, ask them what you can do to make it right. You wouldn’t believe how many business relationships end after the paycheck is delivered.
• Send them a card. Yeah, it sounds corny, but remember your customers during the holidays. Treat them like a friend, not just a source of income, and you’ll stand out among the crowd.

Remember: When you leave your customers satisfied, chances are, you’re leaving them for someone else to pick up.