<= o:p>
Cus=
tomer
confidence is important to every successful small business, but particularl=
y to
those that offer services. Here, the customer’s satisfaction determin=
es
whether you cultivate loyalty or an unfavorable reputation through
word-of-mouth.
The
foundation of this confidence is quality. The typical customer knows little
about the technical side of your business and therefore judges your business
solely on results. For others, it’s the courtesy and integrity of you=
and
your staff. Never assume things are satisfactory. Continually monitor your
operations and competition to be sure you are staying on top of your
customers’ needs.
For
example, evaluate the price range for services offered by competitors,
determine how and why they arrived at that price schedule, and make sure yo=
ur
prices are reasonable and reliable. Provide each customer with a comprehens=
ive
bill that breaks out specific charges.
Tra=
in your
employees to be patient with all customer questions. Be sure there are clear
policies in place to address service errors, complaints and discounts. Train
your employees to handle such situations and to know at what point complain=
ts
should be directed to you. Not even a loyal customer appreciates getting the
runaround.
I=
n all
customer dealings, honesty is the best policy. No one likes to hear that a
service problem has not been solved or that the resolution will take longer
than expected. Be as specific as possible, but leave room for unforeseen
problems such as receiving the wrong part or an employee’s personal
emergency. And if a delay is unavoidable, notify the customer right away.
If =
you
would like to discuss this topic or business planning, business growth
strategies or a specific business issue, contact SCORE® “Counselors to
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