I’ve worked at a variety of different jobs over the past decade. Some hold fonder memories than others, but each position taught me valuable lessons that are shaping me into the business owner I am and aspire to be. I remember rather distinctly the mistakes I saw my employers make and I noticed when clients stopped returning. Now that I’m running my own business, I hope to use those experiences to leave a more positive impact on my clients and help others do the same.
So, If I could just get one thing across to business owners reading this, it’s this…
Customer service is everything!
Customer service isn’t just for the representative that answers the phone or calms the disgruntled customer. Customer service needs to be the thread that runs through every element of your business. It comes in different forms, so let’s go through a couple that I find to be very important.
Consistency. Your business must to be consistent. You need to prove to your customers that the service or product you are providing is exactly what you claim it to be. If you have a mission statement, it should directly describe you and your business every day. When your clients choose to return, you should be giving them the same or improved experience than they had the last time. Don’t get complacent. I’ve seen long term customers leave and go elsewhere because they were getting mixed messages on the level of service they were receiving. Just because they came back the second time, doesn’t mean you’ve got them in the bag. Showing up for your customers or clients consistently with good service, quality products and an above average experience, will ensure that through hell or high water, they will consistently show up for you.
Communication. I cannot stress this one enough. Communicate, communicate and over communicate. If there’s a delay on an order, a meeting you are running late to, a question that you hate to answer because you know it’s not what your customer wants to hear, it doesn’t matter, communicate anyway. Even if you don’t have all the answers, shoot them an email. “I’m looking into (xyz) and I’ll get back to you with an update tomorrow.” If tomorrow rolls around and you still don’t have an answer, reach out again. Communication proves to your customers that they are a priority and their needs matter to you. If you promise something and fail to deliver, communicate and remedy. When you are honest and up front you’ll discover a more understanding customer, because things happen, mistakes get made and deadlines get missed. What your customers won’t understand nor appreciate is feeling like they are being ignored.
Care. Customer care is one of the many elements that business owners get wrong. Good service is important, but we must take it a step further. Get to know your customer, beyond the service or product you are providing. Ask them about their personal life and LISTEN so when you see them again, you can ask them how Johnny is doing in school, or if they got that job promotion. Take note of their birthday and send them a personalized card. Value their time and show them that you respect their schedule, especially if you have an appointment-based business. Reward them for their loyalty by offering discounts or tokens of appreciation.
This next one might deserve it’s very own blog post because it’s a good one… Stop acting like your customers need you and start acting like YOU need them. Because guess what, you do. Even if you are in the position to turn customers away, taking on the position of arrogance, or the attitude that you are unattainable, is a dangerous road and could affect your bottom line in the long run. Be humble, be appreciative, and above all value your customers.
Focusing on these elements of Customer Service isn’t always easy and requires a little bit more intention, but it is the right move if you want to continue to propel your business forward. When you do make a mistake, need to take time away, or have a family emergency, don’t be surprised to find care and understanding extended back to you.
What are some ways you go above and beyond for your customers?
