Customer service is one of the most important aspects of marketing. With it, you can give your business a very important edge or your USP (unique selling proposition). The concept of using customer service is enjoying a resurgence because more companies are realizing its importance as a fundamental part of their business ethic. With the realization that it is a buyers’ market people are now demanding more efficient and responsive customer service because they feel that it is their right.

By following some of the following rules you can set yourself apart from other businesses by offering impressive customer service.

Put the customer first

You must always remember that your business only exists because of your customers. They are your business. Treat your customers the way you would like to be treated as one. This means that you should be very accessible (not only in terms of location but also in how you deal with them interpersonally), listen to your customers’ needs and complaints, and promptly handle support and sales. When hiring employees, ensure that they have good social skills and are willing to follow and uphold your service standards. Reward your employees if they reach your service goals. They will be more open and willing to give good customer service if they also feel that they are being treated well. Always remember that keeping existing customers happy is so much cheaper than gaining new ones, and this backed up by actual research. According to the Customer Service Institute, 65 per cent of a company’s business comes from existing customers. It also costs five times as much to attract a new customer than to keep existing customers satisfied.

Stay close to your customers

Always maintain your close relationship with your customers by paying attention to their needs. One good way to identify with your customers on a more personal level is to actually take the time to get to know them. A client that feels that you really pay attention is more likely to continue doing business with you. But do not think that being friendly and courteous is all it takes. You have to show that you have a genuine desire to really help them. You can show this sincerity by giving your contact information during transactions and constantly sending reminders that you are always available to answer any of their questions. You should also ask your customers for feedbacks as well as conduct regular surveys so that you will know which areas you need to improve on.

Pay attention to details

An integral component of good customer service is paying attention to details. If your customers claim or complain that you do not answer emails in a timely manner or that you do not offer coupons or discounts in order to generate return business then you are not paying attention to details. By being more aware of the little things you can act more intuitively to the needs of your customers and also improve customer satisfaction by being aware of their needs.

Customer Service Resources

• Small Business Association – Article on customer service.
• Jay Abraham – How to Create A Unique Selling Proposition

One of the most important tenets of customer service that a business owner must realize is that to keep customers happy, you will have to understand them as well as the way they think. One good example is the fact that customers tend to do business based on emotional desire. Customers also have a tendency to be attracted to a company or group that they like. They also have a strong desire to constantly do business with companies that they are already familiar with. They are also notorious for their slow changing buying habits – unless they are given a strong reason to immediately change their habits.

Your customers should be happy. Based on various surveys, customers who have been disappointed by customer service or even those that encountered a discourteous word in a business establishment will voice their dissatisfaction to 7 – 11 people.

One important thing to remember when it comes to serving customers is that you should not try to change them. Below are some specific steps that you can take so that you can gain benefits from excellent customer care:

Conduct your very own survey. Take advantage and learn from the ideas, suggestions and complaints that your present and former customers will give you. You can also try talking with your customers when they are in your establishment. Ask them questions and try to find out their wants and dislikes.

Check your employees’ telephone manners. From time to time, you should find out if your employees are maintaining proper telephone manners. This is particularly important for small businesses because bad telephone manners can have a detrimental effect on your efforts to build a profitable business. Always tell your staff that the telephone is not just a communication tool, it is also a powerful marketing tool.

It is important to maintain a cheerful attitude and a genuine desire to help customers. Tell your employees that they should always answer the telephone promptly. One good exercise is to ask someone whose voice is unfamiliar to call your establishment and play the role of a difficult customer. The feedback you can get here will be very valuable in improving customer satisfaction.

Customer service is a team effort. Always make an effort to build consumer consciousness all throughout the organization by using memos, posters, in-house publications and even group meetings. Always remind your staff that in order to get and keep customers, it will require teamwork. Involve your employees in the task of customer service by soliciting their ideas and then implementing those that can really complement your company’s customer service efforts.

Bring your customer efforts even outside of office hours. A friendly vibe can draw people to you and your business. You can take advantage of this by using social occasions or chats with friends and neighbors to turn these people from acquaintances or friends into customers. You can also use the opportunity to further strengthen your bond with existing customers. Remember that repeat business is the holy grail of business profitability.

Customer Satisfaction Resources

• Small Business Association – Article on customer service.