By Linda Novey-White
The businesses that personalize customer service gain customers who come back. But how do you go about personalizing your customer service?
Making It Personal
Never let your client forget who you are. You want to use every method possible to keep yourself in the front of their minds.
One way is to send them news clips that you think might be of interest to them, even if you don’t currently have a contract with that customer. The next time they need some work, they might call you. Another way is to write thank-you notes once a job is done—and handwritten notes stand out from the crowd. It’s a bit of good etiquette that can pay off. Make it your business to find out your customers’ special occasions and send a card or flowers to let them know that you care. Your competition may have a product that is similar to yours, but with personalized customer service, you can distinguish your company.
Getting the Customer Back in the Door
You need to give your customers something of extra value if you want them to return. Try giving them more than they paid for. If you have a product to sell, customers should perceive that it has a greater value than the products offered by your nearest competitor. Look at your business like a customer would. What could you be doing better and what is your competition doing better?
Anticipate Your Customer’s Needs
It’s not enough to meet your customer’s needs... you have to anticipate them. Think ahead to what the market is going to be demanding next year and determine what you can do better a year from now. Businesses usually proudly state that their core concept is to exceed expectations, but they neglect the foundation of meeting those expectations in the first place.
The Top Mistakes in Customer Service
The two top mistakes people make in customer service are not delivering and not listening.
First, deliver what you promise. Too many people offer hype and then don’t deliver. Delivering a product or service that disappoints is the fastest way to lose your customers.
Second, remember to listen. Too many businesses advertise the next big thing without considering whether their customers want a next big thing. Your customers will tell you what they really want—if you really listen.
Linda Novey-White is a former SCORE board director and international hospitality consultant.
Brought to you by SCORE "Counselors to America's Small Business"
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