In today's war economy, business has become increasingly uncertain.
Customers are becoming more cautious of every dollar they spend; if at all
they are spending.
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Business owners' main task during these trying times, among others, is to
give customers assurance that every dollar they spend is worth it. A happy
customer makes for a happier bottom line.
To ensure that your customers are spending their dollars with you, here
are a few ideas to keep your customers happy:
Promise only
what you can keep. When
you are trying to win over a client, avoid promising them the moon and the
stars just to get their business. Know what you can really do, then deliver
what you promise. The relationship with your client will be doomed if you
give them false promises and expectations right from the start. If you are a
public relations specialist, don't tell your clients that you can get them
featured at the Today Show and interviewed by Katie Couric when the most you
can do is to publish their press release in your local newspaper. Clients
will be happy when you deliver - and go beyond -- their expectations.
Be reliable and
consistently good. If you
want your customers to patronize your business again and again, the only way
is to provide a consistently good performance. Your restaurant can't serve
customers a fantastic full-flavored steak one day, and offer a hard-to-chew
steak the next, and expect these customers to come back again. Set high
standards of service right from the start, and make sure that all your
employees (if any) adhere to that same high standard.
Avoid giving
customers the run-around.
Customers complain for a variety of reasons, some of which you may consider
valid, while others trivial. Nonetheless, you need to make your customers
feel that they are important to your business by listening to their
complaints and to the extent possible, solving their problem quickly. Do not
give them the run-around, passing them on to one person, then to another, as
this will only heighten their frustration. If you or your employees cannot
immediately solve your customer's problem, assure the customer that you will
be looking into the problem. Then devise a follow-up system to appraise the
customer of the status of their complaints. You will have happy clients if
they know that their opinion and concerns are important to you.
Open your lines
of communication. Make it
easy for your customers to contact you. Technology should be used to provide
logistical support, not create logistical blunders. If your business is
online, have a "contact us" form at the very least; or put the
contact numbers that customers can use to reach you. Avoid the voicemail
trap, where your customers are put through an endless stream of voicemail
options. If you are using voicemail, it is advisable to offer an option that
would allow your customers to speak to you or your employees. If you would
rather use an answering machine to receive calls (e.g. you do not want
customers to hear the cry of your infant), be sure to return calls promptly,
preferably before the day ends.
Have a
comprehensive customer service policy.
Customers should be your number one priority. Hence, your business must have
clear guidelines on how to effectively please - not just serve - your
customers. Your policy should cover every touch points with the customer -
e.g. giving customers as much information as you can, extending them
courtesy and respect, even admitting your mistakes. Make sure that your
staff and employees are all aware (and practice) your customer service
guidelines.
-- Jenny Fulbight is a writer for Power
HomeBiz Guides.
March 25, 2003
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