Ask SCORE &=
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32 Build Repeat Business Through Cust=
omer
Satisfaction
Att=
racting
customers to your business is one thing but keeping them quite another. A b=
asic
business efficiency is to hold onto existing customers. So how can you ensu=
re
satisfaction among the customers you already have? Small businesses do have=
to
try harder. Here are four ideas:
- Put yourself in your
customer’s shoes. Understand your customer’s most important
needs and priorities. If you’re not sure why they’re comin=
g to
you—ask. You can’t build on your business’s strength=
s if
you’re not sure what they are. Convenience of location or hours?
Ease of access to you or your employees? Friendly service? Knowledgeab=
le
staff? A better product? Better how?
- Be sure your customers kn=
ow you
appreciate them. Sending out a thank-you note after a large order is b=
ound
to make a favorable impression, and it’s not just about letting =
them
know you appreciate their business. You are reinforcing the
customer’s opinion that doing business with you was a wise
decision.
- Employee training can pay
dividends. If your employees interact with customers, whether over the
counter or over the phone, they need to know the fundamentals of custo=
mer
service, not just the product information.
- Follow up after the sale.=
Ask
customers for their feedback on your product or service. Did they have=
a
good experience with your company? If so, can they tell you how or why=
? If
not, what would have made it better—and can you do anything to f=
ix
it now? Use customer comment cards and surveys regularly: You may be
surprised at the things you haven’t noticed—but your custo=
mers
have.
If =
you want
to ensure continuous growth in your business, don’t make the mistake =
of
focusing on attracting new customers at the expense of existing ones. Let t=
he
high satisfaction rate of your current customers do its part to lead you to=
the
best referrals to future customers.
If =
you
would like to discuss this topic or business planning, business growth
strategies or a specific business issue, contact SCORE® “Counselors to America’s Small
Business.” To contact the Greater Binghamton SCORE Chapter 217 for
assistance call 607-772-8860 or 1-800 -920-6972. You may also contact SCORE=
® for person to person counseling appointments at =
the
above telephone numbers. If you are already in business onsite assistance is
also available. The Greater Binghamton SCORE®
Chapter 217 website is found at www.greaterbinghamtonscore.org
. The national SCORE® website is found at www.score.org
or sign up for email counseling at=
www.score.org
# # #