Why is customer service so important?

In the long run, good service is the only way to grow a successful business. Satisfied customers come back to buy more and also tell other potential customers about your service

It forms a virtuous circle with employee satisfaction. People like to work for a business that they can be proud of and they like being able to make customers happy

Poor service will produce the opposite effects and eventually destroy a business

What are the key elements in good customer service?

Communication

Understand your customer categories and the benefits they seek

Engage customers in product development and service improvements

Respond quickly and effectively to enquiries via the people who can provide the best solution to their need

Agree with each client up-front what is to be delivered and how success will be measured

Be accessible to customers at all their preferred times and using all their preferred channels

Measure customer satisfaction regularly, publishes the results and make sure the results provide a basis for action - then take it

Culture

Make explicit your values that tell everyone the customer is the top priority

Train all employees in customer service and your values and then empower them to do what it takes to deliver great customer service

Have an accessible complaints procedure focused on resolving the issue for all customers and all time

Measure customer service and reward or acknowledge individuals who excel

Do not tolerate poor customer service

Processes and outcomes

Define how you measure good service in your business and what key performance indicators (KPIs) are relevant for controlling the end-to-end process

Include targets for these measures for all staff and review performance monthly and annually. Include them in your incentivisation scheme if you run one

Publish actual performance figures against target

Carry out regular and post-project reviews. Learn from mistakes and successes and capture improvements in revised processes

Benchmark against the best performers inside and outside your industry