Outline of resource sheets for BBO project



2.8 Keeping customers: Customer serviceWhy does it matter?Winning customers is not easy; it can take a lot of time and money (as you’ll know if you’ve completed some of the earlier work sheets!). Research has shown thatit costs 10x as much to win a new customer as it does to keep an existing one.All businesses lose customers over time. Here are some more figures on why:So, far and away the biggest reason for losing customers is what we can call poor customer service. Why on earth would you work so hard to win customers, just to lose them because you don’t look after them?And of course it’s even worse than this. Referrals and testimonials are gold dust. They make it so much easier for you to win new customers. But bad news travels even quicker. How much hidden damage is done to businesses because people tell their friends and family about the poor service they’ve had?What is customer service?Hopefully you’ve got the message about why customer service is important. But what is customer service? Think of all the times you’ve had dealings with different businesses. Begin by thinking about all the different ways you were in contact with each business. It could be their website or brochure, a telephone enquiry, placing an order, dealing with their staff, handling a problem, asking for help and advice. In the table below list all the contacts you expect your customers to have with your business in the left-hand column. Now think about what you like and dislike about how other businesses treat you. Apply that to your own business. In the right-hand column of the table write down what you think makes for good customers service for each of the contacts your customers will have with you.Customer contact pointsGood customer serviceHere are a few further tips.Be honest – don’t promise what you can’t deliverDo what you say you’ll do (e.g. turn up on time)Always try to deliver more than you promiseBe friendlyLook at things from the customer’s point of viewMake sure you know what the customer really wants – listen!Make it easy for people to contact youRespond quicklyBe professional in how you behave, dress, present your businessTurn complaints into an opportunity to impress – listen, say sorry and put it rightTake responsibility - don’t try to blame somebody elseBe a ‘can do’ person - if you can’t solve a problem see if you can find someone who canKeep in touch with peopleAsk customers for feedbackCheck back on your ‘Good customer service’ list and see if there are any points you want to add.Make sure you talk this through with your Enterprise Coach. Even better, ask your customers or potential customers what they would like to see.On the next page we’ve reproduced an infogram from Customer Service Heroes. It’s intended for people working in customer service jobs but a lot of it is relevant to running a small business. You can copy this and stick it up on a wall as a reminder.2957196-1460400left-1460500Organising for customer serviceWhen you set up your business it makes sense to organise it so it works for you. Be careful! Look at it from the customer’s point of view. Have you made it as easy as possible for them to do business with you? For example:Can they contact you in the way they prefer?Can they pay you in the way they prefer?Is it easy for them to navigate your website?Are your ‘phone numbers, email, etc. easy to find?Ask your customers what you could improve.Customer service new opportunitiesGreat customer service can help win new customers. People tell their friends and family about your business or give you testimonials that you can use in your marketing.Great customer service creates a friendly atmosphere. If you’re meeting customers face to face they’re more likely to chat to you. Chances are they’ll comment onwhat they like about you and your businessother products and services they are looking forother people who would be interested in your products or servicesThis is just free market research! Think about how you can use this information to improve your marketing material, guide the development of new products or services and target new plaints opportunitiesLet’s be honest; nobody likes being criticised. But if you’re running a business, complaints are also an opportunity. Here’s a couple of reasons why.an opportunity to impressIt’s inevitable that somewhere along the line things will go wrong (hopefully not very often!). This is an opportunity to show your customer you really care about them. Here are ten tips to help you along the way.Make it easy for customers to complain.Put yourself in the customer’s shoes – treat them as you would like to be treated.Apologise.Listen carefully to what they have to say.Stay positive and sympathetic. Confirm the facts with them so you know exactly what the problem is. Offer and agree with them a solution. Give them options if possible.Solve the problem as quickly as possible.Thank them for drawing the problem to your attention. Offer them something as a ‘thank you’.Check back to make sure the problem has been fully dealt with.The customer is not always right but treat them as if they were! It’s what they think that matters. That does not mean you have to accept everything a customer throws at you. If they insist on being threatening and abusive, politely warn them and then end the conversation. You’ll find some simple tips on this at an opportunity to improveThink of complaints as more free market research. It’s your customers telling you what they don’t like. That’s far better than them walking away, saying nothing to you but telling their friends and family about how you let them down.The challenge then is to work outwhy the problem arose in the first placewhat you can do to stop it happening again. ................
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