This all boils down to what you have heard many times
before—listen and express genuine concern when customers have a
When you cannot give customers exactly what they want,
suggest options and alternatives so they will see that you want
to help them.
Your service is being evaluated every time customers or
potential customers have contact with you.
Be sure that all of your staff knows how to make the
customers feel welcome, important, and respected. First, they
must be greeted politely and courteously. Learn customer’s names
and call them by name.
Customers need to be treated fairly and with respect. Be sure
your staff knows how to suggest alternatives when they cannot
meet the customer’s needs.
Customers want to be educated and informed about your products
and procedures, and they want you to be understanding, friendly,
and fair. Remember that your customers' needs will vary
according to their individual personalities and according to the
nature of your business.
In one setting, they may want fun and safety, and in another
setting they may want accuracy. Be sure you understand what your
customers expect from you.
Also, don’t forget that your customers include anyone with whom
you have dealings. This includes vendors, delivery personnel,
phone calls, employees and co-workers. Your customers can be
external or internal.
External customers are the people you deal with who buy
products or services from you, vendors delivery personnel, and
callers. Your internal customers are the people who work inside
your company, but they still receive services, products, and
information from you.
The relationship between internal customers and external
customers is what determines the level of customer service you
provide. Everyone in a company plays some part in fulfilling the
All day you are providing something for somebody either
inside or outside your company. Also. The way you treat your
employees has a direct relationship with the way they treat the
customer. Treat your staff as if they are important customers,
and do whatever you can do to make their jobs easier.
Once you treat external and internal customers courteously and
fairly, you will set the stage for maintaining loyal customers.
Remember the 80-20 rule that says that 80 percent of your
business comes from 20 percent of your customers.
It is much more important to build customer loyalty than it
is to go after new customers. It costs significantly more money
to attract new customers than it costs to maintain existing
customer relationships so there is a substantial payoff.
Take extra steps to be sure customers return to your business.
Send them reminders or notices of special sales. Give them
incentives and discounts for repeat business. Find out what your
regular customers buy and keep those items in stock.
You may be able to increase sales by add other items that
complement the items your regular customers buy. Be sure that
your service is dependable, timely, and reliable. If you have a
delay, apologize immediate and offer to compensate customers for
Remember both internal and external customers. Treat all
customers with courtesy and fairness. Try to build customer
loyalty and find ways to encourage your customers to return. The
value of good customer service cannot be overstressed.
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