Customer Service: 9 Tools for Building Customer Loyalty

Don’t you just hate it when you call the customer service support line for a product you have just purchased, only to encounter an apathetic, inarticulate, clueless service rep? Why on earth do companies continue to offer such shoddy service? Businesses lose customers – and money – every day because they somehow continue to ignore the fact that keeping the customer happy is a major factor in the business equation. Our Customer Service Management Training courses provide the powerful, engaging, hands-on training resources you need to deliver highly effective customer service training to your employees. Your customers will notice the difference, and at the end of each quarter, so will you.

Q: I own a homebased business. One of my biggest challenges is generating repeat business from customers. What are some cost-effective ways to follow up with customers so they keep coming back to do business with me?

A: Follow-up is extremely important to growing your homebased business. Like anything worthwhile, consistent follow-up requires a lot of effort, but over time you'll reap the benefits of a steady stream of repeat business and referrals. After all, it takes far less time and money to sell to an existing customer than a cold prospect. So here are 9 follow-up tools sure to motivate your customers to keep coming back:

Thank-you notes: This is a no-brainer, but you'd be surprised at how many entrepreneurs neglect to write thank-you notes--especially when they get really busy. Take the time to show your customers that you genuinely appreciate their business. They'll remember your thoughtfulness because most of your competition won't send out thank-you notes.

Postcard mailings: If you target consumers, send out monthly mailings that make good refrigerator fodder, such as "Quote of the Month," "Recipe of the Month" or useful tips on such topics as time-management, gardening or anything else that interests the bulk of your customers. Avoid being too promotional here. Just provide the kind of information that customers will want to hang on their frig. The added benefit to you is that whenever guests visit your customers' homes, they'll see your name, potentially leading to conversations about your business.

E-mail updates: Think of your e-mail update as a press release that you send to your customers. Providing them with regular product, service and customer updates via e-mail at least once per month will convey a sense of positive momentum. This keeps customers in the loop and, over time, gets them excited to be involved with you and motivates them to pass on referrals.

Getting together over coffee or lunch: Try to spend face time in a nonsales environment with your customers. Ask about their family, hobbies, personal goals and so forth. When you show customers that you really care about them on a personal level, they're yours for life.

Birthdays, anniversaries and other special occasions: These occasions are very important to your customers and their families and friends. Be among the few who actually remember a customer's special days, and that customer will never forget you!

Follow up on well-being: For example, if you find that a customer's wife has been sick, call periodically just to find out how she's recovering.

Pass referrals: One of the most powerful ways to encourage loyalty in customers is to pass them referrals. When you get a chance, scroll through your customer database and think through people you know who might add value to your customers.

Entertaining at your home: Throw a party for your best customers. You'll be amazed at how much rapport and goodwill you can build with people when you get them in your home environment. Your guests will also find value in your party as a networking opportunity for them.

Post-sale feedback: Demonstrate that you care about the quality of your service. Call customers and ask them questions like:
Are you pleased with the service you received?

What did you like most about working with us?

What would you like to see improved?
Without this invaluable information, you'll have a hard time improving your products and services. Besides, when you ask customers for feedback and implement their comments, they feel a sense of ownership in what you're doing and thus become more loyal to your products and services.

By Sean M. Lyden
L os Angeles

Customer Service - Follow Up is Key

Customer Service Quote
"Don't find a fault; find a remedy."
Henry Ford

Suggested Reading:

Beyond "Hello": A Practical Guide for Excellent Telephone Communication and Quality Customer Service
by Jeannie Davis, Pat Landaker

Managing Quality Customer Service (Better Management Skills Series)
by William B. Martin

Customer service in insurance: Improving your skills : an interactive interpersonal skills textbook/workbook
by Richard Bailey

Monday Morning Customer Service
by David Reed, David Cottrell

Customer Service 101: Basic Lessons to Be Your Best
by Renee Evenson

BE OUR GUEST : Perfecting the art of customer service
by Disney Institute

Beyond "Hello": A Practical Guide for Excellent Telephone Communication and Quality Customer Service
by Jeannie Davis, Pat Landaker

Monitoring, Measuring, & Managing Customer Service
by Gary S. Goodman, Gary S. Goodman

Customer Service PowerPoint Content
by Andrew E. Schwartz

Ethics and Customer Service
by Thomas C. Reischl