For businesses large and small, their profitability and success depends upon customer retention, customer relationship enhancements and customer acquisition. This is often known as Customer Relationship Management or CRM. CRM is the managing of all business and interactions with customers. The main purpose of Customer Relationship Management is to allow businesses to better manage their customers through the introduction of reliable systems, processes and procedures for interacting with those customers. A good CRM program helps the business acquire customers and service the customers. Good CRM also helps retain good customers, and identify which customers can be given a higher level of service.

CRM is a complex mix of business processes, enterprise strategies and information technologies, which are used to study customers’ needs and behaviors to help businesses develop more substantial relationships with them in order to get greater results.

In the late 90’s, customer relationship management mainly consisted of just an index file, an answering machine and a telephone. Today, an advanced CRM system has evolved into an Excel spreadsheet and more. CRM systems normally consist of email and/or snail mail, marketing campaigns, contact manager programs, sales tracking program, and multi-media contact center or voice mail system.

A successful CRM strategy doesn’t just mean simply installing and integrating a software package; it also involves a wider approach including modifying business processes based on the needs of customer, training of employees, adopting relevant IT systems and software, and IT services that allows firms to track their CRM strategies.

Good CRM software can help run an entire business by allowing companies to maintain all customer records in one centralized location that is accessible to the whole organization. Front line offices have systems that are set up to collect data from the customers for processing at the data warehouse where data is stored, orders are filled and tracked, and sales data analyzed.

One of the most common causes for customer relationship management system failure is poor data quality, which can be easily avoided. CRM systems are as useful as the information it provides. The old saying “garbage in, garbage out” can be applied to CRM data quality. To ensure good CRM data quality, be sure to input the data accurately; check data entries twice to minimize the possibility of duplication; if there is an error in the provided information or if the information is not complete, then re-establish contact with the customer to recheck the data. Customers generally do not get annoyed at this; instead it makes them more appreciative of the extra customer service.

Traditionally, real estate has been viewed as a sales industry. But perceptions are changing. Agents around the country are coming to believe that the key to real estate success is service &ndash not sales.

Competition and technology now give customers almost unlimited choices, so agents are having to work harder and spend more to win listings. They’re discovering that business success comes from repeat business and word-of-mouth.

And customer service is the key.

Loyalty and good-will can’t be bought &ndash not even with the sale of a house. Customers like to be treated with honesty, respect, and integrity. They want a realistic and accurate property appraisal. They want an agent who commits to action. They want to be able to speak to someone who can help them when they call. They want to feel welcome when they walk into the office. They don’t want their intelligence insulted by advertising. They don’t want to be fed a line (even if it is what they’d like to hear…).

Agents with business sense know that if they can provide this customer service &ndash if they can pioneer great customer service in real estate &ndash they’ll have a real edge on their competitors. Far from being an impediment to success, they see today’s marketplace as an opportunity to flourish.

Obviously, the sale is still critical, but it’s part of a greater whole &ndash almost like a critical KPI (Key Performance Indicator). It’s based on the simple premise &ndash serve and you will sell. The premise holds true because all the pre-requisites of a sale are intrinsic to good customer service: The price is realistic, the marketing is intelligent, the advertising appropriate, and commitments are made and kept. Vendors, buyers, landlords, and tenants alike receive the same high level of customer service.

5 Quick Tips for Finding a Service Oriented Agent

1) Ask to see references &ndash It’s not that much different from a job interview. Think of the agent as the job seeker, and encourage them to prove their customer service qualifications. The right agent will be only too happy to provide as many references as you’d care to see.

2) Analyse their business growth &ndash Assuming their references are in order, ask after their business growth. References provide you with qualitative evidence of customer focus. You should supplement this with something quantitative. If the agent is still growing rapidly in today’s environment, then they must be doing something right.

3) Analyse their market share &ndash Like growth, market share can be an indicator of customer focus. Ask what their share of the target market is.

4) Observe their behaviour &ndash Do they return phone calls? Do they commit to action? Do they meet their commitments? Are the punctual? Do they keep you informed? Do they remember important details you provide them?

5) Gauge access to staff &ndash When you first called, did you get to speak to someone who could help you? If not &ndash if they took your name and number and told you they’d get someone to call you back, this might be indicative of their customer service approach.

Are you a stickler about receiving top notch customer service? Do you routinely “come through” as a provider of exemplary services to your customers? Chances are you have been greatly disappointed at one time or another regarding the service you received from a salesperson, an internet hosting company, a hair colorist, or any one of thousands of different service providers. Frankly, customer service in many areas — retail, for one — isn’t what it used to be. However, where there is poor customer service there is also a great opportunity. Read on and I will explain.

Let’s say you are in a field that routinely provides so-so service to customers. It could be that customer expectations are low and no one expects top notch service. Maybe most customers are simply “price sensitive” and could care less about how fast or how well you deliver. However, you can bet that there are a percentage of customers out there who appreciate service that goes above and beyond the industry standard. These same customers typically will pay a little extra for service that really serves them. If you can tap into this customer base, you can create a niche, raise your prices, and make more money in the long run.

Depending on your industry, you could command a price premium of 10-25% over the average provider. That may not sound like a lot, but it could spell the difference between eating hamburger or eating steak. I don’t know about you, but I would prefer eating steak!

Naturally, providing a high level of customer service means you will have to break a sweat. You may have to happily redo [its all in the attitude, baby!] or improve on an existing project in order to satisfy a good paying customer. This is what sets you apart from the pack.

If you are satisfied with the “status quo” then that’s okay too. Just don’t expect to have customers beat down your doors for work. At least the better customers will not!

When you begin any business, one of the most important things to remember is that good customer service is a necessity. The food concession business is no different. If anything, it’s more important to be friendly and have a good relationship with your customers because it’s even more difficult to build up a loyal clientele as a mobile food vending business. There are three major reasons to make sure that your employees know how important customer service is. The first is the very simple fact that if customers are treated kindly, they will return. The second is the awesome fact that if they like the customer service, they will recommend your business to others. The final reason to be great in the customer service department is that since good customer service has almost become a thing of the past and your business will stand out for it.

Customer service is a very important aspect of any business and one of the effects of great customer service is that you will have repeat customers. Repeat customers are a commodity that should be valued and catered to. Doing this will make it very easy for the people to want to come back to your establishment. The opposite side is that while many customers are very loyal when a business pleases them, they are also very reluctant to come back if they have a bad experience. You will likely never see the customer again if they have such a bad experience. Even if you make a mistake with an order, if you are quick to cater to the customer, you will see them again, most likely.

Another effect of great customer service is that satisfied customers make for great advertisement. They will be loyal, but they will also tell their friends about your business. This is great because a truly happy customer will find ways to make sure their friends try you too. Once the friends have tried your food and service, the cycle continues. They will return and tell their friends as well. The down side of this is that if your customer service is poor, that will travel even more quickly than a good report. This, in turn, will effect how other potential customers will view your business. Once you have this bad reputation, it’s an uphill battle to get people to stop and try your food.

One final reason to have excellent customer service is because there is hardly any good customer service out there anymore and your business will stand out. If you can do anything to make your business stand out, do it. This is a way to stand out in a good way. For years now, good customer service has been sadly reducing in all kinds of industries. A chance to be a leading customer service business in any industry is a great one and you should take it.

There will always be that one customer that you can’t please. That one person, that no matter what you do, you can’t do the right thing by them. Move on from this customer. Take care of your loyal return customers and try to give them as memorable of an experience that you can. With good customer service and good food, there is no limit to what type of business you can build or the amount of money that you can make.

Almost every company discusses, at length, the need for customer service and the significance of supplying true excellence to its customers. However, very few actually follow through with what it takes to attain this excellence. This is particularly true in the bottled water business since not all providers share the opinion that customer service is of the utmost importance in any business.

The bottled water industry services a wide customer base with numerous companies and individual clients. The industry is characterized by a small number of very large firms and a substantial number of relatively small consumers with specific geographic niches.

The Nature of the Business:

The bottled water business consists of the manufacturing and delivery of spring or purified water in small packages or large containers such as 5 gallon bottles. The product is delivered directly to the customer’s site in either company owned delivery vehicles or through common carriers. Each individual bottled water company provides an implicit promise to its customers that it will manufacture the highest quality product and deliver that product at the agreed upon time.

Many, Many Customers:

The customer base in the bottled water industry is very diverse and ranges from individual consumers with single bottle requirements to large multi-cooler business accounts with significant water needs. Each client has its own specific requirements, which are met by the company providing the services and product.

The Customer Service Promise and the History of the Business:

In the past, various bottled water companies have focused on process rather than customer service. Many firms acted on the belief that the delivery of a superior product completed their obligation to the customer. However, the customer service promise includes much more than a simple delivery of a quality product and requires additional services such as on time delivery, proper pricing, responding to additional delivery requests and other specific needs. One of the most important customer responsibilities is the ability to communicate their concerns not only to the customer service departments, but also to the heads of each company.

Current Status of the Industry (The Unfulfilled Promise):

Although the bottled water industry may seem rather simple, in reality, it is a very complex business. High quality water must be produced and delivered to the customer’s location on time and as ordered. Often enough, customer requests change without warning, which is one reason why flexibility is important to the success of the bottled water company.

Frequently, the water needs of the customer exceed original expectations, which causes shortages . However, in order to avoid such a situation as this, the supplier would have already invested in the communication and stock infrastructure to meet all of its clients’ demands.

For those suppliers who private label water as a means of customer advertising, the design, printing and durability of the label on the bottle is a critical factor. Therefore, companies creating labels of lesser quality in the design and printing of the labels clearly provide a substandard product to their customers.

Communication and the Customer Promise:

Many bottled water suppliers neglect the reality that proper communication channels serve as the basis for fulfilling the customer promise. An overall reliance on voicemail and/or e-mail, an inability to respond quickly to customer needs and the absence of true customer service assistance has created a negative impression of the industry for many customers.

A proper communication system has many technical elements but it should begin with a willingness to include human contact in the communication link. No customer enjoys being dropped into the voicemail void, therefore, the bottled water suppliers that continue to prosper are the companies that uphold the customer service promises and guarantee personally answered customer service calls, which they promptly use to respond to client inquiries and concerns.

Accept Responsibility and Do What It Takes to Provide Customer Satisfaction:

There are many excuses for failure to perform but the bottled water suppliers who are truly world class are those who accept responsibility and persevere with their customer satisfaction guarantees. This often includes obtaining little or no profit on a particular transaction in order to fulfill the customer service promise.

Size is not the determinant in the customer service equation. Often, smaller companies are ready, willing and able to better fulfill the customer promise.

Look for a supplier with a track record of not only achieving the customer promise but also one with a history of fulfillment of the promise.

As I waited for an answer to my VCR inquiry from a stereo company, the recording stated a “customer care” representative would be available shortly. At that moment, I realized it’s finally catching on everywhere. With aging baby boomers, world events and additional pressures in today’s society; it is “customer care” that has evolved in our economy. We have moved from a manufacturing economy to a service economy and are currently leaning towards a “servicecare” economy. As we live in a high tech-high button touch environment, many personal contacts have been decreased making each customer interaction more important than ever to corporate imagery. For example, if you call for computer tech support, the representative often makes it a point to address you by first name. If it’s the bank credit card company, they may ask “How are you doing today?” This makes the customer feel less like a number and more like a human being.

The successful restauranteurs always took service one step further towards “care” because they understood restaurant customer service literally involves the immediate health of the patron– more so than any other industry (except for healthcare industry itself). A recent survey asked diners why they went out to eat and the main response was “to feel good.” (After all, the word “restaurant” has French origins meaning “to restore”). As a waiter for many years, I felt my job was to restore humanity, especially to diners arriving from a stressed out day.

In my past dining room work experiences, I remember certain actions lifting service to this higher level of “care.” One time a customer requested margarine that wasn’t available in the restaurant. The owner walked across the street to the grocery purchased the margarine and brought it tableside. The patron was delighted. There was a regular customer (diabetic) who always got immediate attention with some kind of bread or crackers to keep from feeling feint before her food arrived. If there was a baby present at a table, our staff ensured their food would come out as soon as possible to pacify. These kinds of actions create a lasting positive image for any company or establishment. The owner cared about his guests and it permeated thru the dining room and staff — even after he left to open other restaurants for the company.

Customer Service involves major 3 points:

1) Care and Concern for the Customer

2) Spontaneity and Flexibility of frontline workers which enhances the ability for on-the-spot problem-solving.

3) Recovery- making things right with the customer when the process has gone astray.

These 3 points should always be highlighted in any customer service training program. If they are kept in mind, then quality service will occur.

Statistics consistently reinforce that the biggest challenge in today’s contact center environment is agent training. Turnover continues to be high; new hire costs are on the rise&ndashI’ve seen anywhere from $6500 to $10,000 quoted per agent! At the same time, losing customers because of bad call experiences negatively impacts your bottom line. What can you do? How do you justify the training expenditure?

Research has been making a case for how spending in human performance areas such as training, translates into bottom line growth. Accenture’s study on the impact of training on ROI has some interesting results. (Smith, David. Y. and Waddington, Ted. Running Training Like a Business: Determining the Return on Investment of Your Learning Programs, Outlook Point of View, March 2003.)

First, in the area of recruitment, training opportunities were among the top three criteria people considered when deciding where they want to work (the others are the opportunity for advancement and a good benefits package).

In the area of productivity, as a result of training, employees were:

17% more productive

20% higher performance levels relative to their peer group

Stayed with the company 14% longer

In the area of retention, employees who had access to the training were:

More than 2 times more likely to expect to be with the company in 2 years

More than 6 times more likely to think the company is a ‘great place to work’

More likely to think they are fairly compensated

Dollar figures associated with their statistics for a fiscal year report the annual per person net benefit or $25,324. They multiplied this number by their 50,000 employees yielding a companywide benefit of training of $1.26 million. By dividing the benefit by the cost of one year of training ($358 million), researchers concluded that the ROI (at Accenture) is 353%.

Negative Customer Service Experiences?

How many of you know (and track) what percentage of your calls are bad experiences? Hopefully, you do know the number, and they’re in the low single digits.

In a recent study, in answer to (1) did the agent satisfy your needs in the call, and (2) based on any negative experience, would you stop using this company and go to the competition? the results were:

Ages Would Stop Using the Company in the Future

18 - 25 100%

26 - 35 97

36 - 45 53

46-55 50

56-65 33

Over 65 63

Source: 2003 Purdue University/BenchmarkPortal.com

As you can see, there is a strong correlation between participant’s age and his/her tendency to stop using the company after a bad experience. Notice that younger participants were less tolerant, more likely to go to the competition, and those over 65 are more demanding that those in middle age.

Therefore, it’s very important to take great care of your younger callers so as to maintain their loyalty. Callers above 36 have more of an ‘emotional bank account’ with the company they’re dealing with-probably had some good experiences and are more willing to ‘forgive’ a bad one.

If you know your percentage of bad experiences, put a dollar amount on that call and then total it out for the year. I think you’ll be very surprised at the amount of lost revenue. Now if you have a 1% improvement, as a result of a training initiative for example, the amount of recovered revenue (and customers) is very encouraging.

This is just another means to tie soft skills to ROI, and to include your front lines as part and parcel of the revenue-producing operation of your companies.

Customer Satisfaction Driver #1

We all know first call resolution (one and done) is the #1 driver for customer satisfaction with best practices reported at 86%. However, if your center is at 86%, this means that 14% of your customers are contacting you more than once to resolve their issues! This not only frustrates your CSRs and yourselves, but your customers as well. Repeat calls are costly not only to operations and the bottom line, but they negatively impact customer satisfaction, and ultimately, customer loyalty.

How do you define first call resolution? And how do you&ndashif you do&ndashcalculate it? Research shows that there is no common measuring method. However, what gets measured gets managed, and what gets managed gets better.

In a recent study (Ascent Group) more than 90% of companies measuring first call resolution reported improvement in their performance. Another study (callcentres.com) reported a dramatic fall in call volume&ndashidentifying that a minimum of 20% of all calls were repeat calls from customers needing an answer or help they didn’t get. Further, that the absence of first call resolution was found to account for a minimum of 30% of a call center’s operational costs!

The bottom line: Invest in your people&ndashgive them the training, the tools, and the authority to get their job done right the first time. After all, CSRs are the interface who handle customer issues. One of the foremost methods to boost customer satisfaction&ndashand improve first call resolution&ndashis to consistently and ongoingly train, train, train your CSRs in world class customer service skills.

How do you define good customer service? Does that simply mean the satisfactory marketing and sale of a product or service to a customer or does it mean something else? Is providing good customer service, good enough?

In these days of below average customer service, you may think providing good service will set you apart from the pack. Well, I am here to tell you that nothing less than exemplary service will help you succeed. By incorporating the “wow” factor into every successful sale, you will achieve greater profits and better customer satisfaction.

To achieve the “wow” factor, you must be honest, knowledgeable, friendly, professional and deliver on your promises. Do not over promise, but do not under promise either.

In addition, you must be able to provide a high level of service to everyone who comes in contact with your business. If you do, you’ll also get more referrals from your satisfied clients.

“Wow” everyone who comes into contact with you and your business. You want people to be blown away by the extraordinary level of service you deliver to your clients. Demonstrate your exceptional level of customer service by showing your generosity through gift giving. Your goal should be to deliver such a high level of service that your clients can’t wait to tell their family members, friends and co-workers about your company.

Everyone who comes into contact with your business is a potential client or referrer. Reward those who refer people to you by offering them a gift. Send gifts to all business associates in order to gain favor. This is a great way to build relationships with the people you rely on to do business. Look for a reason to send these people a thank you card along with a gift.

So, what types of gifts should you send? I’ll leave that up to your imagination, but here are some ideas to help you get started:

Movie passes

Starbucks cards

Flowers, houseplants

A ticket for a free car wash

Gift candles

Favorite recipes

Gourmet chocolates or gourmet popcorn

Successful sales people always make sure their faithful referrers are regularly and consistently rewarded. Set aside the best rewards for your top referrers. This may include:

Dinner for two at a fancy restaurant

Tickets to the opera or to a rock concert

A gift card

High end fruit or gift basket

Potted plant or flower arrangement

A personally inscribed pen

Yes, when it comes to gift giving the sky is the limit. The more personal the gift, the more likely it will be remembered and it will serve as a thoughtful reminder to your best referrers the next time someone is in need of your exemplary services.

For more referral generating customer service tips, visit our article directory:

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Good customer service is the best way to keep customers coming back to your business. super stores that have hundreds of employee’s, these companies do not give their workers enough incentive to be customer friendly, and they don’t seem to insist their employees use the customer training tips that are provided during their training. Businesses always supply new employees with their own customer service training tips in the beginning but they seem to forget them after being employed for awhile. Maybe stores and businesses should make their employees go through a refresher course and re-learn the customer service training tips that were given to them in the beginning. Training your employees in the art of customer service can be the least expensive improvement you can do. Make sure your employees have good people skills and that they enjoy working with people. One nasty person with a bad attitude can ruin a small business faster than a hold-up. Here are some customer service training tips that may help your employees.

Some customers are just plain difficult. They are always complaining, they are picky, know-it-alls, faultfinders, constant complainers, unreasonable, demanding. There’s no way you can avoid them so you have to learn to deal with them. Angry people cannot rationalize because they are so wrapped up in the emotion of anger that anything you say gets filtered through their emotion. Rationalizing, problem solving, listening, and negotiating are all left-brain activities and your angry customer is stuck in the right side of the brain, and therefore cannot be expected to rationalize with you. Here are a few more customer service training tips.

Believe it or not the best way to diffuse a situation with an angry customer may be cleared up with two little words. “I’m sorry.” Recent research shows that more than 50% of customers who have voices a complaint never get an apology. It doesn’t take a rocket scientist to realize that most people just want to be acknowledged, and when they get ignored and treated like they don’t matter and their opinion means nothing. One of the better customer service training tips I found is saying “I’m sorry,” can make all the difference in the world.

I don’t believe in the saying the “customer is always right.” No their not always right, and there are those that make themselves feel superior by belittling others. Being courteous to customers does not mean you have to accept abuse from them. Nobody deserves to be treated badly, but unfortunately there are those who go out of their way to do so. Saying things like, “Thank you for letting me know that you’re unhappy with…” will usually calm even the meanest customers and the nicer you continue to be with them, the calmer they get, this is a very good customer service training tip. Try it a few times it really works. There’s also another saying that goes: “You don’t have to show up to every fight you’re invited to.”

It almost goes without saying that good customer service is essential to sustaining any business. No matter how wonderful a job you do of attracting new customers, you won’t be profitable for long unless you have a solid customer retention strategy in place &ndash and in action. It’s the actions that count &ndash not what you say you’ll do, or what the policy says. People will remember what you or your employees have done &ndash or not done.

One of the key components of an effective retention strategy is exceptional customer service. Not just good service, but memorable service. Today, consumers’ expectations are higher than ever and companies that fail to deliver, risk losing market share.

10 Tips for Delivering Good Customer Service.

1) Treat me like a somebody. It’s been years since that Midas muffler commercial aired, but the “I’m a somebody” phrase can still be heard from time to time. Why? Because regular customers expect (and deserve) to be remembered. As one woman summed it up, “You don’t need to remember my name, or what I order, but do acknowledge that I’ve been there before.”

One of the best examples I’ve ever seen of this is at my local coffee shop. One day I noticed that the young man behind the counter greeted some people by name and, even if he didn’t know their name, he knew what they usually ordered. As I waited for my tea (he’d already placed my ‘two milk on the side’ on the counter without me having said a word), I asked him why he said, “See you later” to some customers, “See you tomorrow” to others, yet always said, “Have a good week” to me. The smiling, friendly reply? “Because you only come in on Mondays and Fridays”. As I thanked him, I thought to myself, “Wow. He won’t be here long”. Unfortunately, I was right.

2) Be polite! Too frequently company representatives ask customers for file information without saying “Please” or even being polite. It is not acceptable for a service rep to simply bark out, “Account number?” And it is never acceptable for a service rep to insult a client.

Six weeks ago there was a problem with my home internet account &ndash which is with a phone carrier I have used my entire life (and, as you know, this kind of loyalty to a phone company is almost unheard of these days). In all that time, I have never been late with a bill payment to them. There is a long and ugly story here, but the short version is that a) the problem was on their end and b) before they realized where things had gone wrong, their rep was extremely rude. When I asked him to please change the way in which he was addressing me, he snarled, “Well whadya expect? If you’d pay your bills on time you wouldn’t have this problem.”

I couldn’t believe what I was hearing. In fact, if I’d just read this account (instead of being on the receiving end), I wouldn’t have believed the story. What’s worse is that although the company later apologized, their senior management seemed to feel that this was not an isolated incident.

A 2005 survey conducted by Schulich School of Business MBAs suggests that this kind of problem exists in over 30% of companies, and costs them hundreds of millions of dollars in lost customers (and revenues) each and every year. Don’t let your company end up one of these statistics.

3) Thank your customers &ndash like you mean it. When your employees conclude a transaction, they should thank the customer with a smile and a sincere “thank you for … completed by whatever is appropriate for your business”. Too often, customers received a rushed and barely civil “Thanks-Have-a-nice-day-Next”. With large purchases, the verbal greeting should be followed up with a hand-written card &ndash not just because it leads to increased referrals (which is does), but because it is the correct thing to do.

Oh, and by the way, the word “Sure” is no way to respond when a customer thanks you. To many people in many parts of the world, this is dismissive and suggests you don’t care. The correct phrase is “You’re welcome”.

4) Appearances do count! According got two independent pieces or research, nearly 90% of customers form an impression about how competent and reputable your company is based on what they see when they walk trough your doors.

Preserve me from auto-attendant hell. Customers are becoming increasingly annoyed and frustrated with having to sift through a multitude of options and press numerous buttons &ndash only to be told that the desired service can only be obtained through the company’s website. Worse is when the auto-attendant uses voice recognition &ndash but doesn’t ‘recognize’ your voice. People want to connect with human beings; they don’t want to listen to a long list of prompts. For hints on how to use auto-attendants effectively, please read “The top 5 new things people expect for good customer service” on our ReallyGreatInfo.com webiste.

5) Do what you say you will… when you say you will. The expression “Under promise, over deliver” may have become somewhat hackneyed through over use, but is still germane. One of the quickest ways to lose customer confidence is to not follow-through, or to be late delivering a service or product, without notifying the customer in advance, determining whether or not the delay will impact the customer and providing an alternate solution in the interim if necessary.

One of the best examples I ever experienced of a company doing it well happened with Toyota. There was a problem with my RAV4 and Toyota couldn’t repair it easily. I was driving a loaner, but had planned to go camping with my kids. It was our summer holiday and it had been planned for months. When Toyota couldn’t repair my vehicle in time, they rented an SUV for us to use &ndash without me having to ask. I have since purchased another vehicle from this dealership and recommended it to 6 others who have purchased from them. Coincidence? I think not.

6) Surprise the customer from the time to time. When it is possible to provide an extra level of service, do so. Whether it’s an unexpected complimentary dessert in a restaurant, or an upgrade that has not been requested, these special gestures go a long way towards engendering customer loyalty and to winning you new customers. It has long been known that on average, a dissatisfied customer will tell 10 - 16 others, but people who have had an unexpectedly good experience also recount their stories.

7) Provide “full” service. When Successories sends out its framed prints, it includes the hooks and a small levelling device. There’s a remote control toy vendor near me who includes the batteries. “My” gas station dispenses free coffee with gas on weekday mornings. A drive-through drycleaner in northern Ontario opens early and hands you the morning paper with your order. Small things, yes. Greatly appreciated? No question.

I spoke to each of my local retailers and learned that in each case, their sales &ndash and profits &ndash have enjoyed double digits increases since they introduced more comprehensive service. Think about what you can add to help make things easier for your customers. In some cases, by looking at what else it makes sense to sell, you can even add a new revenue stream while improving the perceived level of customer service provided.

Mea Culpa. When you have made a mistake, admit it and set things straight. When customers have a complaint &ndash listen, truly listen. Then apologize and take corrective action. In many instances, the very act of listening (without interrupting) can be enough to diffuse the situation and make the person feel worthy as a customer. Then ask the customer how they would like you to resolve the situation. In most instances, your client will come up with something reasonable &ndash and often less costly than a solution you might have proposed.

9) Listen to your customers. Conduct your own surveys and get feedback on what they like and don’t like - and take corrective action as required. Let customers know that their business is appreciated and that their opinions are important to you.

None of these suggestions takes a lot of time or money to implement, yet they can pay dividends in increased customer satisfaction and retention. The key, though, is to ensuring that employees understand the importance of their front-line role and get good training and supervision.