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No 59                                                                               May 2005

Ten Easy Ways to Keep Customers

You are probably spending a good deal of time and money finding customers but don't forget that keeping them is just as important. Maybe even more important. Remember that it is much less expensive keeping a customer than finding a new one. Keeping customers means keeping them satisfied - do this and you gain another sales person for your business! Satisfied customers love to talk about their positive experiences.

It is important to try and see yourself from the customer's perspective! Little things make a difference. Be willing to change anything that makes a customer the least bit uncomfortable. Call your own business - did you get a friendly voice? The help you needed? Would you call again?

I'm sure you don't need reminding but … just in case … treat your customers just like you would want to be treated!

These suggestions will help you keep existing customers:

1. Make sure people you work with, be they colleagues or employees, understand that a customer is as important as you and that their continued income and/or employment is directly related to how that customer is being served.
2. Stay in touch with existing customers. The best customer is a repeat customer. Let them know you're still around - use e-mail, phone calls, send birthday cards, postcards, etc. I get a birthday card for my car each year from the dealership - very clever!
3. Don't use an answering machine unless absolutely necessary. If you do, keep your message short and to the point - don't waste your customers' time! Again, if possible, don't use "multiple level" answering devices. Press 1 for; Press 2 for; etc. Doesn't this drive you crazy? Your customer is no different. If possible, answer the phone yourself. You are your own best sales person.
4. The customer is not always right BUT if you find yourself in a situation in which you are trying to satisfy a customer remember that you want this customer back! Be contrite and attempt to educate rather than argue. You may lose but … you may win!
5. Remember that EVERYone is a potential customer so treat everyone accordingly. Don't be fooled by appearances, etc.
6. Make sure your telephone is answered within TWO rings. Before picking up the phone put a smile on your face. It's hard to sound unfriendly while smiling. Be upbeat and stay focused on the call.
7. Periodically provide something free for your existing customers.
8. Have "preferred customer" sales.
9. Remember that "your computer" is never at fault. If a customer has a problem it's YOUR fault. Don't make your problem the customer's - fix it quickly.
10. If you deal in an expensive product or service with only a few customers, follow up each sale with a formal written communication thanking the customer for their business and letting them know you are always available for further assistance.

Customer Service = Loyalty = Sales!

Think about your reaction when you receive poor service! How often have you told someone about a bad service experience? Often, I bet. Customers have long memories for a bad experience and considering the importance of "word of mouth" marketing it is important to ensure your business is providing the BEST customer service possible.

Your job as a business owner is to provide outstanding customer service all the time! Every satisfied customer will become a walking advertisement for your business. The key to customer service is to make it EASY to deal with your company. Make EVERYthing easy …

Put yourself in place of the customer when assessing your performance. Little things make a difference. The following listing are a few elements of a "customer satisfaction" program - you'll surely find more that are specific to your own business.

1. Make sure that ALL your employees understand that the customers are #1.
2. Never, never argue with a customer. Even if the customer is wrong, try to turn the situation positive. For example, say the customer wants to return an item and your policy clearly states that the customer pays for shipping. It might be in you best interest to say, "No problem, sent it back - we'll pay the shipping!" That small shipping charge may keep a customer for you!
3. Don't use a telephone answering machine or a voice mail system unless absolutely necessary. Customers like to talk to real people, not machines. Think how irritating it is for you to wade through the typical voice-mail "menu." If you must use a machine, choose one over an answering service. With a machine you know what will be said to the caller.
4. Answer the telephone by the second ring. Here's a neat trick: Before answering, take a deep breath and smile! It's amazing how this can change how you sound at the other end of the phone line!
5. Say "Thank you" frequently ... be courteous.
6. Provide something free (coffee, bagels, pens).
7. ALWAYS return telephone calls promptly.
8. Answer your own telephone.
9. Install a complaint "hot line" for customers to use.
10. Make your product/service easy to purchase - 800 telephone; credit cards; website.
11. Provide free samples.
12. Always go the "extra mile" for your customers.
13. Don't ever blame anything on a "computer problem."
14. Have periodic "preferred customer" sales.
15. If you deal in an expensive product or service with few customers, follow up each sale with a telephone call or written communication.
16. Use customer satisfaction surveys. You will always learn something that is surprising.
17. Provide a money-back guarantee. Make it lifetime if possible. (It is amazing how few people actually return products).
18. Periodically remember your preferred customers. Send them all pens or coffee cups but not during the holiday season - you don't want to compete with other gifts and mailings!

Incorporate these ideas into how you treat your customers, your sales literature and website (you do have a website, right?). And speaking of your website ensure that it is included in your "customer satisfaction" program. For example;

1. Make is EASY to contact you directly, if necessary. Include your e-mail address and telephone numbers within the site - on every page is not a bad idea.
2. Make sure your site is not confusing - make it easy to find product, pricing and shipping information. Make it easy to place the order.
3. Provide answers to frequently asked questions.
4. Clearly state your return policy and guarantees.

Providing exceptional customer service is one major way a small and home based business can compete with larger businesses. Don't forget this and you'll win and keep customers.

© 2003 The Nework Centre   |   email neworknz@yahoo.co.nz

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