NFIB

Providing High-Quality Service
02/ 12/ 2003

by Vicki Gerson

In today's tight economy, many customers need to be assured that every dollar they spend is worth it. You can make sure they keep spending those dollars with you by doing the following:

Provide a consistent performance.

If you expect your customers to use your services again and again, provide a consistent performance. A dry cleaner that nicely cleans and presses a pair of slacks once, then leaves them wrinkled the next time probably won't be cleaning those slacks--or any of the customer's other clothes--again. Make sure all of your employees know the level of service you expect them to provide and that they all adhere to the same high standard.

Communicate.

Give your customers as much information as you can. If you own a heating and air conditioning repair company, explain to homeowners what the problems are before you hand them a bill for a bunch of parts they didn't even know they needed.

Be knowledgeable.

Keep up on your latest industry news and pass applicable information on to customers. For example, an advertising agency pitching a particular type of ad to a client must have valid reasons or statistics to persuade the customer this is the right choice.

Be courteous.

Every so often you'll encounter a customer who is impatient, rude or argumentative. It's important not to let this type of customer get the best of you and your staff. If you get into a shouting match with a customer, it will reflect poorly on your business. Grit your teeth and keep your calm at all times.

Be approachable.

Even if you are not a natural "people person," make sure you greet all of your customers with a smile and ask them how they're doing. Return phone calls or email promptly. If a customer has a problem, acknowledge and try to solve it as soon as possible.

Exceed customer expectations.

Constantly ask how you can make your business better. If you get a reputation for being the best in your industry, you'll have no trouble getting customers.

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