If you want something done right - Why excellent customer service is so important

“Spontaneous service brings joy to both receiver and giver. Good customer service has to come from people who like people and enjoy being nice to them. It starts at the top.” (Neiman-Marcus)

We have all heard the phrase “The customer is always right”. The truth behind this famous slogan is recognizing that customers are the lifeline for any business. A successful company understands that excellent customer service is essential for a healthy business, creating new customers, keeping loyal customers, and developing referrals for future customers.

Why is excellent customer service important? Simply put, future business depends on it. The best in customer service can result in three positive outcomes:

• Return business — the next time an existing customer is in need of a solution that matches your products and services, your company will be the one that comes to mind.
• More business — more than just customer retention, deeper penetration into your existing customers' organization is a powerful motivator to provide excellent customer service.
• New business — the reputation of superior customer service, combined with excellent products and/or services, creates new customer opportunities and the cycle continues.

The root of excellent customer service starts with the initial greeting, whether from the person on the phone or by email. Any means of communication paired with good people skills will increase the chances for a positive first impression. For example, in the conferencing industry it is essential to have excellent customer service over the phone. The initial greeting should be courteous and friendly. This makes the client feel comfortable and in turn more receptive to what you have to say. Having a positive introduction will help set the tone for the relationship with your client.

Excellent customer service goes beyond the initial contact. When helping customers select the right product or solution for their business, it is important to be knowledgeable and enthusiastic in what you are offering. Assisting a client with their needs, or solving an issue for them, is another great example of going the extra mile. This is key to establishing goodwill, and eventually will lead to a loyal customer. Even if you don't have a solution that fits a particular client's needs, excellent and attentive customer service will leave that person happy, potentially resulting in a referral.

When dealing with clients it is highly likely issues will arise that need to be resolved. If the customer is upset about a product or service they've received from the company, the key is to listen and pay close attention. By taking the time to hear through the entire complaint, the customer will know that you care, and you will have all the appropriate information to resolve the issue. Occasionally, the issue is actually not related to your company at all, but the initial problem is merely a catalyst for that person's frustration about other things. Either way, attentive listening will break down that barrier and begin to build a bridge to fix the situation. Usually, discussing different options will then bring about a positive outcome for everyone involved.

According to Advanced Team Concepts, with all customer contacts you need to provide: fairness, friendliness, understanding, control and options. This focus will help you provide excellent customer service to your client, resulting in positive outcomes for your organization.

Ultimately, excellent customer service leads to many benefits. Not only will you gain trust with your current clients, they'll also become a wonderful referral system as they spread the word about your business to other prospects. Much is at stake and the outcome depends on your ability to provide excellent customer service. We must understand that excellent customer service may be the only thing separating us from our competitors. Excellent customer service is important — your future business depends on it!