Business success requires a focus on customer service

Editor’s note: Michelle Stockman works with Little Rock-based Arkansas Capital Corp. to promote entrepreneurship development around the state. Stockman earned a bachelor’s degree from Loyola University-Chicago in communications and fine arts, and earned a master’s in entrepreneurship from Western Carolina University. Her thoughts on business success appear each week on The City Wire.

In going through the highs and lows of business, it doesn’t take long to see the difference between a great day and a day of survival. On the great day, you are clicking with your customers and clients. Meanwhile, the not-so-good days find you screening the comments lobbed your way from employees to your favorite customers.

Regardless of the type of day life tosses your way, your business needs to keep one focus in mind at all times. It is customer service that should be the business’ priority every day. Customer service is more valuable than your sales plan, more critical than your social media strategies and more important than your cash flow. Customer service converts customers into repeat buyers. Repeat buyer’s support the overall life and success of the business.

While the days of being greeted by name at the butcher’s counter ended decades ago; customer service seems lost to under trained employees, lack of company mission, and a general lack of respect. Inc. Magazine notes “The cost of acquiring a new customer is five times that of retaining an existing one. For businesses that succeed by forming a bond with the customer, the disparity is surely greater.” (September 2010).

What is good customer service? Clearly every industry will have different standards of good customer service, yet the basics always apply. Start by observing yourself and your employees interacting with customers/clients. Even if you work in a governmental or non-profit agency, how do you treat the very people who support your work?

Create a company culture that prioritizes customer service, promotes it amongst employees, and also rewards individuals for their customer service performance. Also create an environment where the customer feels like they are welcomed into your business, recognize repeat customers and take time to get to know them better.

If appropriate, offer returning customers’ specials, reward card like programs or appreciation specials. These are helpful ways to learn more about your customers, learn what they like about your business and offer them a “thank you” for using your business. Always listen and be willing to go the extra mile for someone, and be aware that news travels twice as fast and far through the customer’s mouths with today’s technologies.

There will be times when the exchange between the company and the customer will not always be pleasing to both parties. However, a business needs to be prepared for handling a customer who is not satisfied and make sure that all employees are trained in handling difficult situations. The business and its employees need to listen to the customer, remain calm during the entire conversation, immediately be prepared to apologize regardless of the accusation, and calmly communicate a negotiation to resolve the problem.

As the saying goes, “momma said there would be days like this.” Yet in business, standing out in customer services shouldn’t have to be hard. It is an asset that can make you shine.

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Stockman can be reached at [email protected]