Marketing to current customers can be a time consuming process. It takes time to contact all your customers. It takes time to create new customer relationships. It takes time for all those business processes have to be tied together, all the time, maintaining each relationship and everyone in between. Each of these processes takes up your valuable time and money, and it can take a couple of personnel hours or days depending on your workload. Should there be delays, the delivery of your product or service may be late or miss ship completely. Remember, customers are your most valued clients or else you would not have any customers even in your business. Sometimes the delays can seem so trivial that not to have them take up significant time in dealing with your customers.
For many small and mid-size businesses, sales to existing clients may only account for from 5% to 10% of revenue. Customers that purchase products daily or weekly, however, increase over time. The point of this is to acknowledge the cost of the time spent on the phone or email with those customers, without recurring reproduction or bases shipping.
Looking back in the last decade after 9/11, businesses have had to look at their internal processes completely change their way of doing business. The biggest challenge was to shift from a production mindset to a customer service hats mentality. The good news is that we are seeing some companies re-think their modes of thinking an implementing these changes. Even if you are not considering creating you own company, the small and mid-size companies that do realize the value in customer service, are re-enforcing their current customer service practices.
In a simple definition for excellent customer service, its worth noting that exceptional customer service is providing exceptional service to everyone who comes in contact with your customers. It is the creation of relationships with everyone who uses your products or services, asking them often how you can better serve them, as well as insulting them if need be, so that all the members of your team are committed to continued customer commitment. Its a process, like all services undergoGreat repeat customers are a portion of all customers calling on a company’s strength and that makes it a critical factor when thinking about how to increase revenues and drive sustainable profits.
There are a number of best practices to help businesses improve in their customer service communications and customer engagement processes. The key is to simply take the necessary time to ask your customers permission, add value for them, make their problems and their needs a priority, and then to care about their relationship and only do repeat business when its mutually agreed to do so, enabling your customers to identify your committed interest in them.
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Refrain from over “selling” or making the customer feel that they need the product or service more than you do
Take the time to find out what is important to them (and not just to sell)
Become a true professional. Be your customer’s advocate. Don’t gossip. Be honest but not stupid. Read about customer service and about products
Be themselves. Don’t use jargon unless it is easy for the customer
Keep tabs on themselves
Deflect questions. Don’t be afraid to answer honestly.