Romance your Customers

Itís that time of year when thoughts start to turn to candlelit dinners, red roses, chocolates and other tokens of affection as Valentineís Day approaches. However, as small business owners and managers start planning how they are going to wine and dine their loved ones this year, it is perhaps also the right time to think about giving their customers some TLC.

First-class customer service is crucial to business success as competition hots up and customer expectations get higher. Those business owners and managers that fail to invest the time in building and maintaining good customer relationships, risk losing valuable sales to the competition.

In order to help, David Robertson, Chief Executive of Bibby Financial Services, has developed 10 top tips to help owners and managers romance their customers and deliver exceptional customer service.

(1) Go that extra mile ñ always strive to exceed your customerís expectations such as promising delivery within 12 working days, but actually delivering in seven. However, a word of caution ñ always keep your promises.

(2) Show them you care ñ get a dialogue going with your customers and positively encourage feedback. Set up a customer hotline, create an online feedback form or phone key customers to get a better understanding of their requirements and the issues they face.

(3) Make their lives easier ñ get in tune with your gentler side and think about ways in which to make your customerís lives easier. For example, adopt a simple returns procedure or provide free parking for visitors to your premises.

(4) Get up close and personal ñ wherever possible, give your customers a personalised service, get your receptionist to greet regular customers by name or assign specific members of staff to particular customers and empower employees to make decisions to enhance customer service levels.

(5) Mind your ìpís and qísî ñ create a good impression by encouraging staff to be as courteous and polite as possible.

(6) Donít pass them from pillar to post ñ try to deal with potential problems as and when they arise and ensure that issues are resolved quickly with the minimum amount of hassle to the customer. Provide training, to teach staff to actively listen to customers, establish the facts, be sympathetic and take steps to resolve any issues.

(7) Be a good listener ñ the key to any successful relationship is listening. Remember that the customer is always right and never get drawn into heated arguments or disagreements. Recognise that sometimes you may have to back down in a negotiation to retain customer loyalty.

(8) Cherish your top customers ñ a few big customers can be responsible for a large proportion of profits. Prove your devotion to those clients by inviting them to a special event, reward their loyalty with a discount or a gift and reinforce the idea that they are valued in all communications with them.

(9) Trust is key ñ cultivate the attitude that all people are worth trusting and you will find that you are rarely wrong. Build strong customer relationships based on trust and empower employees to make decisions to enhance customer service levels.

(10) Share your passion! ñ the passion you have for your business can be infectious to your customers and can increase feelings of loyalty to you and your product or service.

David Robertson, Chief Executive of Bibby Financial Services said, ìMost people donít think about using the words ìromanceî, ìcommitmentî or ìpassionî within a business context, but the key to delivering truly outstanding customer service is to understand what makes your customers tick and to continually strive to meet, and surpass, your clientís requirements. By taking the time to romance your customers, you will not only enrich existing relationships but attract new customers and keep several steps ahead of the competition.î