Customer confidence is important to every successful small business, but particularly to those that offer services. Here, the customer’s satisfaction determines 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 your prices are reasonable and reliable. Provide each customer with a comprehensive bill that breaks out specific charges.
Train 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 complaints should be directed to you. Not even a loyal customer appreciates getting the runaround.
In 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 us at 609-393-0505 or email us at info@scoreprinceton.org.
Richard Strug
Greater Princeton Area SCORE (Chapter 631)
Serving Mercer and Middlesex Counties
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