Richard R. Shapiro is Founder and President of The Center For Client Retention (TCFCR) and a leading authority in the area of customer satisfaction and loyalty. For 28 years, Richard has spearheaded the research conducted with thousands of customers from Fortune 100 and 500 companies amassing the ingredients of customer loyalty and what drives repeat business. His first book wasThe Welcomer Edge: Unlocking the Secrets to Repeat Business and The Endangered Customer: 8 Steps to Guarantee Repeat Business, was released February, 2016.
You can order a copy of The Endangered Customer, a Next Caller favorite, here.
NC: What inspired your interest in customer service, and ultimately, to write this book?
Richard: In the book, and this is true, it came from my dad, working in his store. Age 10,11,12. My father was the ultimate salesperson and he clearly believed in relationships and treating people as people first. I was in retail until after college, every summer through high school and college I worked in a retail store, and I think retail is the best way to learn about customer service. Retail can be hospitality or working at a department store. Both of my sons worked in the local pizza parlor starting at age 14 and both are very, very passionate about service. If I’m hiring somebody I love to see that they worked in a pizza parlor or a gas station or anywhere where they talked to consumers one-on-one.
NC: What do you see as the largest challenges facing businesses attempting to provide outstanding customer service in this day and age?
Richard: Budgets are very tight. In any business there’s always money for some things and not money for others, so it’s a challenge to work within a budget. They’re penny wise and pound foolish – to me, the strongest loyalty is to a person – not to a company and not to a brand. Under that basic premise you need to hire good people and treat them well and keep them because these days, products and services are very complicated and if you don’t keep the people who really are knowledgeable- that’s a tremendous asset that you’re losing. As a company, look at where you’re spending money and continually invest in hiring the right people, training the right people, and making sure that they’re customer friendly. That’s one of the ingredients of generating repeat business. Coupled with that, companies think they can save money by having customers shop online, but unless they’ve set up their site