Apr 04 2009
Building Customer Loyalty Through Effective Customer Service
Effective customer service builds customer loyalty like no other method you can employ. You can advertise, provide great products and quality services, but without serving your customer quickly and in a caring manner when a problem arises, you will never build the loyal customer base that will allow your organization to thrive even in difficult economic times.
The business environment today is so competitive that every means of obtaining an edge is needed for success. New customers are wonderful but unless you can build repeat business by building loyal relationships with your clients, you’ll find survival of your business, not to mention profitability, very difficult to achieve. By ensuring that clients are served in such a manner that they develop that a sense of true loyalty to your corporation, you will have the greatest mechanism possible to create a stable, profitable business that can continually increase in size and profitability.
Customer service builds customer loyalty because your clients know that whenever they contact your firm, they will be treated in a polite, friendly manner and any questions, concerns or problems will be addressed promptly and thoroughly. A loyal customer will refer your business to other people whenever possible and help you build your client base in this manner. Referrals are the most effective form of advertising and only a business that builds customer loyalty can expect to have referrals become clients.
By placing an emphasis on customer service, your existing clients will feel cared for and delighted with each and every contact with your organization. This same emphasis will service to build relationships with new clients, allowing them to be added to your list of loyal clients.
One of the ways to build customer loyalty, other than quickly and efficiently resolving problems, is to communicate to long-time customers that they are truly valued. There are numerous vehicles that can be used to build this loyalty. Consider having special prices or discounts only available to long-term clients. Also, have a bonus or incentive for clients that refer others to your firm. This may be something as small and simple as a thank-you letter or note for their referrals, a small gift such as a coffee mug, or a discount on their next purchase of products or services.
Another way to use customer service to build customer loyalty is to allow those staff members that serve customers to have a bit of leeway in dealing with clients. Provide pens with the business name on them that can be handed to loyal clients. When the customer service representative feels it is appropriate, they can give their clients these inexpensive items, adding a personal touch to the customer experience. If your business as specific customer representatives assigned to specific clients, allow the staff to have time during the holidays to address holiday cards to their clients and provide the cards and postage. This is a simple way of building additional loyalty. It lets the client know that you have noticed their repeat business and that you feel they are truly of value, deserving of recognition.
Small things can provide customer service that builds customer loyalty. Remind representatives of your firm that a smile goes a long, long way to making a contact with a customer positive and pleasant. Words can help build loyalty as well. In today’s world, too often words like ‘please’, ‘thank you’, ‘may I’, and ‘I WILL help you’ are too frequently forgotten. Remind team members that "no problem" does not convey the same emotion and caring as "thank you, I am happy to help you". Help your team of customer service representatives learn to speak positively to clients, avoiding negativity in every way possible.
Customer service builds customer loyalty by addressing problems or concerns as quickly possible and ensuring a positive outcome. This may cost you in the short term by replacing products or discounting services when necessary, but the loyalty will ensure that over the course of your relationship with the client, you will recoup the expense and much, much more.
If you use customer service to build customer loyalty, you’ll find that your client base will grow. When a loyal customer is approached by competing firm, they will not be likely to move their business when they truly feel a part of your firm’s family of customers. Only through effective, efficient service to your loyal clients will this type of relationship be build and maintained.
By Business Editor
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