Every business faces the challenge of keeping customers happy. That's why providing superior customer care has to be a cornerstone of every thriving small business. It reduces customer attrition and boosts profits. In fact, research has shown that increasing customer retention by just a few percentage points can have a significant impact on your bottom line.
Here are some ways to keep your customers feeling good about doing business with you:
Customer service needs to be part of your company's DNA. It's more than just a marketing function or a technology initiative; it takes effort by all departments. When successful, every decision - from investments in equipment to recruiting - is made after asking "How will this affect my customer?"
To start, evaluate business processes to figure out exactly how your customer interacts with different departments. In one classic technique, a manager "staples themselves to an order" and follows the document through the company to find information gaps and other hurdles—from a customer's perspective. You can identify appropriate behaviors including courtesy, knowledge and usefulness of information that will help the order, or any other customer need, navigate individual departments.
Certainly being polite is critical to maintaining an effective relationship; however, many customer service experts will tell you that smiles are not a substitute for systems. Create clear, understandable processes across your organization to ensure you do the job right the first time, every time. What these systems are will depend on the details of your business and how you generally interact with your customers. The key? Ask customers what they want and give it to them again and again. Once you've put systems in place, don't forget training to ensure your employees know what is expected of them and remain motivated.
Technology may not be a substitute for hands-on customer service, but it can provide your customer-facing staff with the information and insight they need to be able to meet and exceed your customers' needs. For example, customer relationship management solutions allow you and your staff to quickly call up customer data that gives you insight into all interactions your business has had with this customer. You can see order history, past contacts and other information that can help you come up with the right solution to meet that customer's specific needs. These solutions can be made even more powerful when you integrate your voice and data networks to allow an incoming service call to "trigger" a customer's history to appear on a rep's screen, ensuring the rep has immediate access to relevant information.
You never want to leave a customer hanging. Customers today frequently demand a quick response to requests, questions or messages. Make sure you have ways to keep in touch with your customers, even when you're away from your desk. For example, a mobile networking solution such as Qwest® Mobile Broadband lets you take the Internet with you when you leave the office, helping to ensure you have access to e-mail and the Internet. Wireless smartphones, such as the MogulTM by HTC or the Moto QTM, can give you or your employees e-mail access from a powerful, pocket-sized device.
Make sure your customer care efforts are on target. These sites can help you stay current with articles and case studies for improving customer service.
CustomerThinkThis site, formerly known as CRM Guru, publishes articles, blogs and discussions related to implementing customer-centric business strategies. It regularly tracks key issues and trends related to customer care, and frequently features insights from customer care experts from around the world.
Customers Are AlwaysThis frequently updated blog looks at a wide range of issues related to customer service and customer care. It regularly looks at new and interesting developments in this area, including links to some of the latest customer-oriented best practices.
Customer Service ExperienceThis blog, part of AllBusiness, looks at how its relationship with its customers can make or break a small business. It offers insights into ways to improve customer service, and often looks at why some companies succeed (or fail) at this practice.
Sales & Marketing ManagementThe magazine's Web site publishes articles on all aspects of customer retention including CRM, building loyalty programs, creating a customer-driven culture, as well as training and incentives tied to retention.
Selling PowerThis site, a companion to Selling Power magazine, offers information on CRM tools and approaches. It publishes tips on training a sales force to concentrate on customer loyalty and how to use incentives to support goals.