What is customer service? Or better still, what is good customer service?

Customer service is all customer correspondence – it's how you and your staff answer telephone calls, emails and letters; it's the way customers are treated when they purchase a product or service; the way complaints are handled and problems are resolved. Customer service is the appearance of the premises, the merchandise on display and every customer service employee; the overall impression the customer has of the company's customer service employees, products and services, and even the way staff members talk about the business to family, friends, neighbors.

From little things, big business grows

I attend seminars and get motivated by lots of great speakers. One speaker I heard said that small businesses should act like a big business. But if I did a lot of things that big business do then I'd be out of business. Am I just being cynical?

The speaker was right in lots of ways, but there's room for improvement in every business be it big or small. The best thing is to model your businesses on what you think is good about a big business and develop systems to bring those practices into your organization.

It might be, for example, the way you answer the telephone. Make sure it's the same each time it rings, no matter who answers. Be consistent with your customer service. Create a system so that there are no discrepancies. This creates uniformity, and a service that your clients can come to rely on and trust.

In acting like a big business, it is important that you don't lose sight of your client – pay them the attention and the respect that they deserve.

Make yourself, as a business owner and customer service agent, available

It is simple things like avoiding the phone ringing more than three times that make a difference. When speaking to a customer, forget whatever else you are doing and focus completely on them. If you do need to finish something before speaking with your customer, ask if it's OK to put them on hold for a moment but make sure you don't test their patience by keeping them on hold for too long.

Customers dislike being told that someone is in a meeting, so train your staff with appropriate responses. If no one else can help, the customer service employee should take the customer's number and advise the approximate time the person will return the call. Never ask a customer to call back, and never accept a volunteered "I'll call back later" unless the customer insists for specific reasons.

"I don't know" is another phrase that customers should never hear. So ensure all staff are informed and empowered.

If a customer can't reach you the first time they call, they might not try again. Don't let your phone just ring out. Voicemail was invented for a good reason. Make sure that you return your calls and emails promptly. Many customer service books recommend returning calls and answering emails within 24 hours, but this can be too slow for today's world that wants answers instantly.

The competitive edge

Under-promise and over-deliver. Apply this rule to every aspect of your business: order processing, call outs, delivery times. Give yourself a competitive edge by aiming to return calls, emails and faxes within minutes rather than hours.

Remember that customers need to feel important and nothing is more important to your business than your customers.

Many organizations really lack communication skills and do not train their staff on how to return calls and emails – even unwanted ones. Consequently, their staff just ignores these messages, which is not only rude; it also sends a bad message to the caller that is "We don't value you at all".

If you are not interested in the caller, then a better way is simply to return an email or phone call and say "Thank you for calling, however we are not requiring these services/products. If there is ever a need, we now have your contact details and will follow up". Ignorance might be bliss, but it will come back to bite you eventually.

Customers aren't psychic

Customers don't come equipped with functioning crystal balls, so be sure to keep them informed with every step of the fulfillment process.

Confirm their order; confirm its dispatch (even when it falls within the promised delivery time); give an estimated delivery date and provide tracking numbers where possible. Let the customer know immediately if there's a delay in shipping an item, along with the estimated date of dispatch and alternative options if they exist. Follow up to ensure they received the order and that everything is to their satisfaction.

If there's a problem, or they have a complaint, resolve it. When you make a mistake, correct it without delay, and don't ever be too proud to say you are sorry.

On the cards

Business cards are important. Very important. So many businesses either don't have cards, or else use cheap and unprofessional cards, which is really quite embarrassing. If something is worth doing (and believe me, with business cards, it's worth doing!) it is worth doing right.

Having no business card means the customer has to work to seek you out – and your goal should be to make it as easy for customers. Don't expect customers to search for you in the yellow pages or online when they need your services. They just might come across your competitor and try them out and you lose them.

Value all business

Treat small orders the same as large ones. Small customers become big customers, and new customers are unlikely to give you a big order until you've proven yourself. Opinions are formed after the first transaction. Your first chance may be your last.

Constantly show your customers how much you appreciate them. This does not take you a lot of time, but it can pay big dividends for your business. Write thank you notes, send small gifts, and provide frequent-buyer benefits such as discount coupons or specials, host an annual customer-appreciation dinner, get to know each customer so that you can send congratulatory notes or cards for special events, and reward those who refer new clients.