Futures Forum - Business Tips

This Month's Topic: Customer Service

By Gillian Chapman

May 2010 - How many times have you been let down by a business? Has anyone said they would call back, or meet with you and not turn up? It drives you crazy doesn’t it!? It’s one of those things you discuss at the bar, or over dinner at the end of the day to explain why you are so:

1) exhausted, 2) frustrated, 3) plain miserable, 4) all of the above!

You may not remember your wife/husbands birthday, but you will certainly remember the name of the person/business that let you down when you were depending on them.

As a business owner, this situation should be avoided at all costs. You will find a disappointed client just as dangerous as a woman scorned when it comes to personal recommendation and future business. With a little effort and forethought, this nightmare scenario can be avoided. The customer may not always be right, but they do pay your salary, and they are your unpaid public relations officer, so treat them well.

Today we are talking about customer service. This isn’t necessarily responding with "how high’ when your customer insists you jump, but they should be treated with respect, and you owe it to them, and you, to manage their expectations adequately. Put yourself in their position. There is nothing worse than feeling ignored. You may well have a perfectly valid and unavoidable reason for missing a meeting or deadline. The key to keeping the client happy in this situation is communication. Most clients are reasonable people, and will understand if you call them to apologise for your delay, and arrange an alternative time. Don’t over commit yourself. When a client says ‘I want this now’ its easier to say ‘Yes’ than explain to them that you aren’t available for 3 weeks as you have already made commitments to other clients. They should respect the fact that you stick by your client commitments, and will enjoy the same treatment when their turn comes.

You may be the best welder/landscaper/book-keeper in the area, but there is a whole other set of skills required to maintain a positive client relationship. The main skill is communication. Keeping the client informed will keep them onside. Not every job goes smoothly, and some clients are more difficult to deal with than others, but if you make a point of keeping them informed and treating them all with respect, more often than not they will become your best source of advertising and repeat business.

Work with your clients to make their experience of your business a positive one, personal referral can’t be bought, but it is priceless.

Another business skill that should be developed is time management. In small business, you are constantly juggling demands on your time. Keep control of it so that you don’t over commit the resources you have available to you. We will look at that in a bit more detail next month. Until then, keep smiling!

Business Advice provide by Gillian Chapman ACMA,

Business Development Manager, PELA CFDC.

Building YOUR community, One small business at a time.

For support in your business visit www.pelecfdc.ca