Ten quick and easy tips for improving your customer service - Robert Gerrish

1. Be there!

There's nothing better than the good old fashioned personal touch - answer your phone within 3 rings; give your name and be 'present' to the caller; avoid sounding rushed or too busy. Every customer wants to feel special; really being listened to fosters this sense.

If using voicemail/message-bank, make the message clear and well spoken; use a friend's voice if necessary. Making your message day-specific - 'Hello, it's Monday the 17th ...' - can help allay fears that a message may go unnoticed.

If you're using a mobile, try to avoid customers having to leave messages in two places as this can create the impression of being illusive and hard to reach. In these circumstances consider diverting your office phone straight to your mobile.

2. Don't park in the best spot

Whether applied literally or metaphorically, this is a classic faux pas to avoid. How often do we see the best parking spots reserved for the owner or staff? What a signal to send a prospect! Take a look around your business and see if you're unnecessarily pinching the best spot.

3. Expand customer expectations

Do more than is expected. The phrase 'under promise, over deliver' is the perfect maxim for customer service. Don't promise delivery schedules you can't meet, set a comfortable date and surprise by delivering early. Above all, communicate constantly - never leave a customer wondering what's happening. Communicate every step of the way.

4. Ask permission

The advent of email and the dislike of unsolicited mail or 'spamming', is a reminder of the importance of seeking permission in certain instances. Whether it's the use of nicknames, making a personal comment within a business conversation or divulging your customer's identity to others - show respect and caution and always ask permission.

5. Show understanding

To truly cement a new relationship, demonstrate you fully understand the requirements of your customer. Listen out for indicators signalling what's wanted and reflect these back using plain English. Phrases like "Let me see if I fully understand your requirements" followed by a clear summary will do much to make your customer feel comfortable and in the right hands.

6. Manage your image

If you employ contractors, freelancers or temps within your business, your customers will always judge them as if they are your employees. Anyone representing your business adds to (or detracts from) your image. Control your image by establishing policies and procedures. Customer service should be seen as a business-building virus that permeates everywhere. Keep your virus healthy!

7. Give business to others

Occasionally what we have to offer is simply not what a customer is looking for, or our services do not encompass all that is required. In these instances it pays to be knowledgeable and to refer customers to others. Businesses that truly serve their customers don't rest until each customer is satisfied. Be generous with your referrals, it will pay dividends.

8. Watch the big boys

Big business watches out for trends and looks to see where opportunities exist that small business is not satisfying. This also works in reverse. Keep abreast of big company customer service initiatives and look to translate them into your business or better still, improve them.

9. Follow-up and feedback

Service doesn't stop when the sale is concluded, this is when it's reinforced and expanded. Follow-up customers to ensure their needs have been met, ask for feedback on the key areas of your business dealings and show your sincerity by making changes whenever relevant.

10. Say thank you!

Say it everywhere. Say it on your invoices; say it out loud; say it to your staff. Never conclude a sale without a thank you.

Robert Gerrish is a director of Flying Solo and its founder. He is the co-author of Flying Solo - How to go it alone in business and supports soloists as a coach, writer and presenter.

This article first appeared in the online magazine for solo business owners, www.flyingsolo.com.au First published: 21 October 2003. Last updated: 8 December 2004.

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