Caring about your customers — and
showing it through your service — gives you
a high return on the time, effort and money you
invest. Loyal customers are well worth nurturing.
They buy more, more regularly. And the cost of
selling to them is almost nil, whereas finding
new customers is an expensive business.
Satisfied customers will recommend your
product to others. Dissatisfied customers will
complain about you to an average of ten other
customers and potential customers, multiplying
the damage to your reputation.
This briefing explains:
Stick to what you have promised.
If you say you will call back, do.
If you say you will send a quote by Friday,
keep to that deadline.
Concentrate your efforts on the needs of
the customer — not on what it would suit
you to sell.
Use your person-to-person skills.
How to communicate with customers.
How to involve your whole team in
Be polite, friendly and positive.
Smile, make eye contact and look and
sound enthusiastic. Speak clearly.
Use physical contact. Shake hands. Do not
be held back by British reserve.
How to handle complaints.
How to deliver consistent service.
Greet your customers as if you are pleased
to see them. Learn their names, and start
using them, as soon as possible.
A Every communication with the customer is
a chance to impress or to disappoint.
As a start-up business, you will need to
make the most of every one of these
Answer the phone promptly. If it rings
more than five times, apologise for the
Make sure outgoing messages on
answering machines are upbeat and
up to date.
Reply quickly to letters, faxes, emails and
Provide information immediately, or let
customers know when they can expect it.
Show a personal interest. There is almost
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