Member Article

Customer service? simple?

With most businesses we are now seeing a huge focus on customer care or customer service as it’s more commonly known. If -as a business owner- you do not exercise excellent customer service with your customers they will leave, and they won’t tell you why.

73% of customers will end a relationship due to poor service. (Source: Genesys Telecommunications Laboratories Report – The Cost Of Poor Customer Service)

Customer service is paramount in our business, not only do we look after our own clients but they also place their trust in us to look after their customers too. We always believe that customer service is a very transferable skill and can be very easily taught given the right tools and training. The key to it is very simple. Listen to your customers and do it attentively. Customer feedback is gold dust and can be used as research. We are not suggesting you implement every little suggestion from your clients however there will be some nuggets of information you should not ignore.

So you have a product or service that sells but have you thought about your customers “buying experience”? This is all part of customer service. People will never forget how you made them feel.

We have all been told about how important sending clever marketing communications can be and how we should always remember to send Christmas cards to clients. Well these are important factors but the day to day relationship far surpasses any branded tin of sweets or office Christmas card. If the customer feels they can pick up the phone and call you, or your staff, they will keep coming back because you are reliable and consistent in your service.

46% of UK businesses said that they would pay more for a consistently good service across all regions, channels and lines of business. (Source: Finextra Reseearch and Pegasystems Report)

Now, how do you handle a customer that is complaining rather than giving feedback? We will all find ourselves in this situation more than once whilst running a business but it really is all about how you handle the complaint and how you make the customer feel while they are doing it.

Have you ever tried to complain to someone and they seem completely un interested? This generally tends to escalate the situation and you find yourself screaming for a manager right? A complaint doesn’t have to be a negative it can actually be very useful as long as you handle it right.

I have experience of working within a large complaints team and the first thing to do when faced with a complaint is to welcome it. This might sound strange but try it and I guarantee you will almost instantly defuse the situation. Why? Because the customer does not expect you to agree.

Listen to the customers issue as they will have valid points to consider, after all they are feeling that way for a reason. Using phrases like “I’m really glad you have told me that” “ I completely agree with you” will make the customer feel they are not pointlessly ranting, but they have found someone who will listen and resolve their issues and this is all they will want.

Dealing with customers is all part of running a business and both you and your staff need to be approachable, knowledgeable and willing to go the extra mile. If you can give your customers a 360 experience when buying your product or service they need never switch suppliers.

74% customers would be prepared to pay more for a product if it came with better service. (Source: Market Force Report)

This was posted in Bdaily's Members' News section by Rachel Barnes .