At a time when business is continuing to get tougher and more competitive, and it’s reckoned that it costs at least five times as much to recruit a new customer as keep one, it’s vitally important that companies deliver perfect service to their customers. Customers are the life blood of any company – but it’s amazing how many companies fail to cherish them and deliver what they need. Below are ten TOP tips on giving better service to your customers. Some of them may be obvious, but it’s amazing how many companies lose track of what’s actually happening out there. Above all, talk to your customers regularly, listen to what they have to say and act on it. Look after your customers and your customers will look after you.
1. Consistent Quality
Make sure the quality of your product or service is fit for purpose and what your customers need and expect – and meet it constantly. As business becomes more competitive you can be sure that if you’re not delivering the quality your customers want, someone else is. And if there is a problem with product quality, sort it out very quickly and hold the post-mortem afterwards.
2. Reliable Delivery
Deliver what you say you will, when you say you will. Late delivery and early delivery can be equally disrupting for your customer. If there are any problems, be proactive and let your customers know in good time so that they can change their schedules. Don’t wait for them to call you. “It’s on the van and will be there some time today”, is not good enough and is likely to drive most customers incandescent with rage.
3. Brilliant Sales, Administration and Invoicing
Make sure that your external and internal sales people are well trained, on the ball, pleasant and know their customers. Think about external and internal sales working in pairs, or teams, to support each other in giving customers the service they want. The content of order forms, delivery notes and invoices should match and have no errors – this makes it easier and quicker for your customers to pay you on time. Quotations or tenders must be impeccable and error-free.
4. Outstanding Aftermarket and Technical Service
Never ever use voicemail for this area. Customers in trouble want to speak to a real person who can give them assurance that their problem will be solved. Again make sure that your staff are genuinely concerned to sort out problems and know how important your customers are. Run this service for longer than normal working hours. Develop a system for dealing with problems and stick to it.
5. Be “Nice To Do Business With”
Let your customers know that you value their business. Try hard to respond to their needs and if you can’t, explain why. Again, make sure that all your staff, even if not customer facing, know who your customers are. Show by example that you go the extra mile for customers – and get your staff to do so as well.
6. Ask Customers How You Can Improve
Apart from talking to customers regularly, and taking what they say on board, do a formal customer survey at least once every two years to assess where you are and how you can improve. Although it is possible to do a survey internally, an independent survey carries more weight with customers and the results will not be tainted by any internal bias. Feedback the results to your staff and your customers.
7. Know Your Customers’ Key Buying Factors
Find out what key points your customers consider when deciding who to buy from and use the information in pitching your offer. Is it product or service quality, or is it price, or delivery, or value for money? Or is it free technical support? Customers often balance out these factors – and may be prepared to pay extra for any one. Devote part of your customer survey to this.
8. Understand Your Market
Do you really know what’s happening in your market? Is it growing, steady or declining? What’s happening to prices, suppliers, customers, new technologies, new products etc? The company that keeps on top of market developments will be able to produce new products and services to satisfy its own customers and win customers from other suppliers.
9. Be Aware Of Your Competitors
Who are your competitors – and what are they up to? What are their products? How do their prices, delivery and service compare with yours? What do people say about them? Some of this is easy to find out from buying their products, mystery shopping, your external sales etc. The customer survey is ideal for gaining more information. Compile competitor profiles and use them to help drive your own sales effort.
10. Fantastic First Contact
Your receptionist is the first point of contact with customers and immediately influences their perceptions of you. Make sure they are well-trained, know who your customers are - and who your key staff are. Make sure they answer the phone promptly and reception is manned outside normal working hours. If you have an automated response, make sure there are numbers for everyone. Very often the MD or CEO is missing. Be happy to give out names of key members of staff. A successful company has nothing to hide.
March 2012
