2. Manage Customer Expectations
You must be clear on the vision for your business and your vision for each customer. You may have detailed documents for their review before they sign on. However, it is essential you verbally go over these documents to ensure your customer understands them and answer any questions that can arise. Remember that one of the most significant failings in customer service is mismanaged expectations. Be sure your customers know what to expect at each stage of doing business with you.
3. Utilize the Customers You Have
You may already have one or two “stark raving fans.” Don’t let them restrict their praise to just verbal here and there. Ask them to create a testimonial for your business. Don’t just limit them to text testimonials found on your Google or Yelp page. Spend the money to have a video created of them singing your praises. Add the videos to your YouTube channel (or create one), but also your Facebook and Twitter pages, your website, and LinkedIn profile.
4. Avoid and Reform Bad Customers
In addition to stark raving fans who love you, you may also create stark raving haters who will tell all not to do business with you. Each day it seems that even large, well-known companies are apologizing via social media or another format for some mistake they made that went public. It would help if you extinguished the word of mouth fires, which can be enormous. They can significantly differ, but the core of the issue is that angry customers are often the result of poor customer service. But how can you avoid what you can’t foresee? Get on the social media feeds of your competition, the bigger, the better. You’ll often find that customers leave complaints, reviews, etc. repeatedly. Is there a pattern that is arising? Does everyone have the same complaints? How can you anticipate and avoid these same types of complaints?
You will eventually have a highly dissatisfied customer sooner or later. Please make sure you do everything within reason to make them happy. Don’t be afraid to directly ask, “what can we do to make you happy?” Attack every reasonable request ASAP but also negotiate as best you can with the unreasonable ones. Before you consider “cutting a customer loose,” calculate the cost of making them happy versus the cost of fixing whatever damage they may do to your reputation in the future.