A Publication of Lighthouse Consulting Services 3130 Wilshire Blvd., Suite 550, Santa Monica, CA 90403 (310) 453-6556
W hen it comes right down to it, the one definitive factor that separates us from our competitors is our quality of customer service. Customers can deal with the occasional problem if they are treated like jewels when they contact the company to rectify whatever the problem was. Sure sounds easy, doesn’t it? Just be nice to everyone and customers will never leave you. Tom Peters once addressed the argument that you can't build a business on customer service as your differentiator because anyone can do it. He countered that, in fact, you can use customer service as a differentiator, because the truth is anyone CAN'T do it. It's very hard, if not impossible, to replicate great customer service in an existing organization that doesn't have it. Only with a leader who is a customer service fanatic can you even have a remote chance of doing it. In today’s market, the objective is to have customers who are delighted with your service – over and over again. Customers who will make referrals who in turn become customers and the word spreads. Peggie Arvidson-Dailey, founder of Pet Care Business University and the Pet-Care Business Success System™. Author of “How to Make Your Customers Crazy…about You” advocates business owners become customer-enthusiasm gurus. Take the time to focus on your customer in everything you do and follow these nine simple guidelines: 1.     Evaluate your customer base. Ask yourself who your best customers are and		why. What similarities do they share? What are their core needs and how do you solve them? 2.     Keep the customer in mind. Before you initiate any new policy/procedures, ask yourself how it will benefit your IDEAL customers.   Changing your hiring practice? Changing your billing process? Remember to look at everything from the customer’s perspective. 3.     Create systems that maintain customer contact. Don’t expect customers to return. Regularly invite them back! 4.     Communicate even when you have nothing to sell. Pay attention to them as individuals; who interest in your customer as a member of your community – no matter how large that community is! 5.     Ask for feedback and follow through.  How can you serve your customers better? When you get suggestions, consider them seriously – and implement  when appropriate. Developing ways to serve customers better based on their feedback leads to enthusiastic customers. 6.     Foster trust.  Integrity is key. Do what you say you do – and don’t pretend you can do or provide services you can’t. 7.     Be consistent. Branding works – from how you answer the phone to what you put in your promotional material. 8.     Be easy to work with. Make it easy for customers to buy. 9.     Create a customer-enthusiasm training program. Hire and train to the customer service level you want for your customers.
Lighthouse Consulting Services  3130 Wilshire Blvd., Suite 550, Santa Monica, CA 90403 (310) 453-6556