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| Customer Care |
Customer care is important to the continued survival of the business with regard to repeat business.
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Customer Care
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| Values |
Customer care embraces a set of values, and these must be placed at the centre of the business values. You must set out what is expected of employees when addressing customers.
Build the ethic of excellent service throughout the business.
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| Employ quality people |
Employ quality people with the right personality, those people who take ownership of the situation and are happy to do whatever it takes to make the customer happy.
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| Employee empowerment |
Employee empowerment is the extra scope that an employee has that enables him to provide customer satisfaction.
This element of discretion, to make decisions such as giving refunds or swapping product, may help to turn around a dissatisfied customer and, in must cases, it's only what you would have expected.
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| Customer Knowledge |
It is important to convey the impression that you know your customer inside out:
- What do the customers want?
- Listen to them and take notes.
- Make regular contact with them, letters, calls and feedback.
- Customer databases are a valuable tool to hold relevant information.
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| Choose your customers |
Following on from knowledge about your customer is the conscious act of choosing your customers:
- Determine your core customers,
- Differentiate between their characteristics,
- What makes the accounts so valuable to you?
- Are they too demanding?
- Are they too small to make serving them worthwhile,
- Seek to match the new customers to the profile of customers that meet your core criteria.
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| Conclusion |
The overall objective is to make a gradual improvement in the service provided.
Employee participation through submission of ideas and implementing them (or explaining why they are not) will gain greater support.
Calculate the cost of mediocre service, by way of lost sales, administration time, and re-performing the service. The costs will surprise you.
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