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Customer Care Corner
8th Article by Jennifer Baljko
Guide to Improving Customer Service
It's no secret that you need customers in order to grow your company. Without them, all you have is a good idea. But attracting customers is only part of the equation. You have to figure out how to build loyalty and create an experience that makes them want to continue doing business with you. That means developing a winning customer service strategy. The basis of such a strategy should answer these fundamental questions:
- How do you expect to be treated as a customer?
- What will the total experience feel like when customers come to you?
- How do your actions, attitudes and behaviors reflect your customer service philosophy?
Action Steps
The best contacts and resources to help you get it done
Train your employees Emphasize the importance of customer service to all employees, beginning with the interview process and continuing throughout their employment tenure. Send employees to customer service training programs and seminars.
I recommend: Sign up for an American Management Association customer service training seminar, offered in major metropolitan areas. Discover customer service training programs from the Richardson Company.
Hire service-minded employees Keep customer service in mind during the hiring process and consider if candidates can meet your standards of service. Once employees are on board, keep them focused on customer service.
I recommend: PsychTest.com offers a free Customer Service Job Fit Test to help employees evaluate their own customer service skills.
Thank customers early and often When customers make a major purchase or when they make an inquiry about your products or services, follow up with a sincere thank you. A handwritten thank you note or an email can do wonders to create goodwill with customers.
I recommend: Purchase professional thank you cards online from CardsDirect or NISA Business Greeting Cards. Make thank you emails look more professional with email stationery templates from ConstantContact.com.
Respond quickly to customer comments and complaints When potential customers call or email with inquiries about your products or services, a fast response is a must. Late responses can irritate customers and prompt them to go to your competitors for their needs. Likewise, when existing customers contact you with a problem or a return, respond rapidly.
I recommend: Contact management software, such as ACT! can issue reminders to ensure that you contact customers in a timely fashion. To make vast improvements in customer communications, consider a full-fledged customer relationship management (CRM) solution, such as Entellium's eSalesForce, a Web-based program that's designed specifically for small businesses.
Emphasize phone courtesy The way you and your employees interact with customers on the phone can cement your relationship or sever it permanently. Good phone techniques include answering the phone with the name of your business, the employee's name and a simple 'How may I help you?'
I recommend: Improve phone skills with ServiceSkills.com's online Telephone Doctor Customer Service Training program.
Encourage customer feedback Make customers feel important by asking for their input. Survey customers about your products, services and customer service.
I recommend: QuestionPro offers a Customer Satisfaction Survey template and a sample Customer Satisfaction Report, and for a fee will conduct your surveys for you.
Recognize customer service Motivate employees by offering awards and recognition when they provide top-notch customer service.
I recommend: Consider the employee recognition programs offered by the Awards
Strategic Management, you and the Customer
Everywhere we turn nowadays someone is using one buzz phrase or the other, its’ like when globalization first hit the airwaves and the word seemed to be echoed every where, ask half of the persons using the word if they knew what it meant and they would say ”uh no, not too sure, something to do with the world ”of course there are those who are abreast and very aware of what is happening around them and carry the word with confidence.
Perhaps you are wondering what all this has to do with service delivery, in a minute! So what’s all this new fuss about strategic management and the customer relationship? What exactly is strategic management
Network or Successories.
Tips & Tactics
Helpful advice for making the most of this Guide
 Establish customer-friendly policies, such as money-back guarantees.
Keep customers impressed by offering unexpected extras, such as free samples or free shipping.
Greet each and every customer who comes into your store. On the Web, welcome registered customers with a personalized message.
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