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Thou art my customer - Client service ideas that deliver (cont'd) Be a counsellor and a friend ''It's important to understand how your customers feel and to know a little about their hopes and dreams,'' says Wanless. ''Your role shifts from sales person to counsellor, where you are able to make your customer feel that you can help them solve their problems.'' That means arming yourself with a sound knowledge of your customers' needs and being ready to answer their questions. Equally important is getting to know your customers on a more personal level and understanding their emotional triggers. Ask yourself, what makes your clients use your services? For example, are they bargain seekers? detail-driven? or pragmatic? Take a less-is-more approach ''Simplicity is vital for customers today,'' emphasizes Wanless. ''Every time your customer deals with you, it should be an easy, simple and pleasurable experience.'' If you've got your customers filling out forms and lining up today, you'll lose them, he adds. What's more, major societal influences such as the speed of the Internet have turned customers into more demanding consumers. As a result, small business owners often need to step up their efforts to ensure customers can save time. For example, managers should ensure that customer telephone calls are quickly directed to employees who can rapidly solve their problems. Don't let complaints simmer ''Never let a complaint sit,'' advises Wanless. ''Your immediate response to rectify a complaint shows that you genuinely care and helps build long-term relationships,'' he says. Entrepreneurs may have to use a little creativity when negotiating with clients who have a beef about their services. ''If you've done something wrong, make your client feel OK about it.'' Consider strategies such as discounts, free services or other perks to win back your customer's confidence.
(c) 2004, KnowPreneur Consultants |
