Customer service is not limited to the person at the front door or the one answering the phone. Customer service should be an initiative put forth in the business plan, and all levels of the company should employ customer service efforts regardless of whether they are the owner or the file clerk. Organizing an effective customer service policy may involve handling customer questions or complaints, but it also may involve ongoing customer maintenance in an effort to avoid questions or complaints. Arranging a good and effective customer service plan requires knowing the customer.

Enlist the Help of the Sales Force

Be sure to include customer service initiatives in everyone’s job descriptions, in particular, the sales employees. Ensure the initiatives do not just include sales goals but customer maintenance and retention goals. For instance, you can offer a bonus for retaining a customer for a certain length of time.

Educate salespeople on how to handle on-the-spot complaints. Ensure follow-up on serious complaints or issues to maintain credibility. If the customer is unhappy, that is not in and of itself an issue; the issue may be when s/he buys elsewhere.

Customer Service Belief

The company’s mission should include a statement about customer relations. The business’ motto should include words relating to customer treatment. Recognizing all customers in the same way helps pave the way to customer satisfaction. A customer who may spend less today is apt to spend more if treated well. The one who spends more will hopefully continue to do so; but he may not if he does not feel he is receiving the right treatment.

One Man’s Trash Is Another’s Treasure

Bear in mind that what you and your team may feel defines customer service may not be the customer’s ideal. For example, if providing incentives to retain them, a phone call or lunch may appeal to some, but not all your customers. On the other hand, you may feel that a phone call is insufficient, but the customer may be most appreciative. Know your customer for best results. Ask him/her questions.

Surveys

Conduct regular customer surveys to determine customer satisfaction level. Prepare a short but consistent survey with questions focusing on details you need. Questions such as “Are you satisfied with the product?” or “Are you satisfied with your sales rep?” are good examples, as are questions tailored to your business. Ask the customer what recommendations they have. Often, customers are very free in answering such questions. The surveys are best done in person if possible or by phone.

Allowing an employee the customer does not know to conduct the survey also is beneficial. Often, the customer may be reticent to discuss issues or even positive things with the person he/she deals with directly. Using a supervisor or even an assistant to conduct these surveys, perhaps someone with a nice way with people is a good way to glean the needed information from the customer.

When the information is obtained, use it to full advantage. Do not ignore sensible advice as long as you can determine that it is not sour grapes. Confirm negative tidbits with involved parties. For example, if a customer complains about a salesperson’s tardiness, ask the salesperson about that. Or, if the customer complains about tardy shipping, confirm the information with the person doing the shipping prior to changing shipping vendors.

Regular Customer Service Reviews

Conduct regular customer service plan reviews with employees to ensure awareness of certain issues or plans. For instance, not all the employees may be aware of a certain customer complaint or loss. Obtain input at these gatherings and always update the customer service plan. Ensure the plan always fits in with the business plan, and that employees’ performance reviews include some form of customer relations goals regardless of the person’s job description.

Maintain Professionalism