Importance of Customer Service

What is Customer Service?
Customer service is something that is perceived in the eye of the customer. This means you need to find out what your customers believe is excellent service and what they believe is bad service. Customer service is how you treat people who buy your products and services. The perception to the customer will depend on the specific customer involved.


Customer service is to do with giving the customer what they want, when they need it, and how they requested it. The objective is to make sure the customer is happy so they will return to your business and buy more goods and services in the future.It is to do with showing your customer they are important so they feel valued and comfortable in having a relationship with your business.

What Customer Service can be
Customer service can be:

  • Giving the customer what they want, when they need it, how they need it.
  • Making sure the customer is happy.
  • Making sure the customer returns for further purchases.
  • Greeting and looking after the customer in a friendly manner.
  • Ensuring a competitive advantage with your customer over your competitors.
  • Making sure you deliver a great product to your customer.
  • Giving a product or service at a discounted price.
  • Exceeding the expectations of your customer.

Customer Service – Most Important
The golden rule; “Do unto others as you would have them do unto you” may seem self-evident in the way most of us conduct our personal lives, yet this action is becoming more and more important as a business principle.

Good customer service will always give you a competitive advantage over your competitors if they fail to produce the same quality of service. In everything you do, try and exceed your customer’s expectations. It is only now that some businesses realise their strongest selling point is treating their customers well.

As the marketplace becomes more competitive, customer service is coming to the fore as an essential ingredient for success. In the past customers were more interested in price reductions, even if the service was bad. This is changing, and customers are demanding good service.

Businesses of all sizes are realising that good customer service is simply treating customers, as they would like to be treated. It is a fact, consumers feel that businesses are not meeting their needs, and they are getting tired of poor service. Businesses where customer service is top priority will end up with a big share of the “pie”.

The 5 Basic Rules of Service
Here are the 5 basic rules:

  1. Rule 1 - Put your customer first: A strong customer ethic should guide your business right from the start. Keep in mind that no matter whether you manufacture, grow, produce, distribute or sell you are “in service”.

  2. Rule 2 – Stay close to your customers: Listen to your customers and put strategies in place to satisfy their requests. Know what’s on your customers mind - then your business will be able to satisfy them. Business owners need to realise that keeping their current customers happy is cheaper than attracting new customers.

  3. Rule 3 – Pay attention to the details: Many business owners look for the special ingredient that makes their business stand out from their competitors. They offer coupons, home delivery, free coffee, special prizes, etc. to show their customers they want to please them. However, they miss the most important extra that customers are looking for - good service. This could mean greeting the customer by name and attending promptly to their queries.

  4. Rule 4 – Never take customers for granted: Customer service is enjoying resurgence. It is no longer the domain of wealthy businesses, or businesses with high exposure brand names. No business should take their customers from granted. The market is becoming a buyer’s market and to win you have to give customers what they want and not what you think they want. Provide courteous, friendly service to everyone in your store because you don’t know who will become a regular customer. If you want to keep your customers coming back for more, try and practise the “golden rule” - it makes good business sense.

  5. Rule 5 – Exceed expectation: Always try and exceed your customers’ expectations. If you make a promise to obtain a particular product for a customer within the next three days, see if you can do it in one day. If you promise a price for a product under $50, see if you can do it under $45. Try and exceed what you promise.

Customer Service

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