How Good Is Your Customer Service?

Now that we are in a new year, many business owners, including myself, are in the midst of making major plans. We may be setting sales goals, looking at how we can reduce expenses, deciding whether or not to invest in a new computer system. These and numerous other decisions and activities are occupying our minds. To that list I would like to add that we examine our customer service. It is one of the major keys to the success for any business.

A survey by Coldwell Banker quantified the importance of customer service. Of those consumers surveyed, nine out of ten felt that the question of customer service was “very or extremely" important in whether or not they would continue to purchase from a particular business. In fact consumers will change the business they purchase from because of poor service (32%) almost as often as they do because of lower prices (38%).

What do consumers feel constitutes poor service? Some of their answers are below:

	Inability to solve problems or resolve issues (46%)
	Being difficult to contact (38%)
	Having to contact several people to solve a problem (37%).
	Not being fully knowledgeable of product or services being provided (34%)
	Not being courteous and/or professional (33%)

How do your consumers feel about your business? Do you know? Are you absolutely sure? Despite the fact that customer service is key to business success, many companies are not asking their consumers how they are doing. The Coldwell report found that about 1/3 of those surveyed were frequently asked their opinion of a business’ service and another 1/3 were infrequently asked. That leaves 1/3 being asked rarely or not at all.

When was the last time you asked your customers how you are doing? Among the activities you are considering for this year, I would recommend a customer survey. It could be a return-back questionnaire or phone survey. I would suggest the latter. With people being so busy these days, the percent of returned questionnaires would probably be low. You could consider hiring someone part-time to call your customers and ask them key questions. Think about what you would like to know from them. Questions to consider are:

	How would you rate the overall service you received over the past year or so?
	Have my employees and I been able to answer all your questions in a knowledgeable manner?
	Have you encountered problems in reaching my business? Are my employees and I returning your phone calls and/or emails in a timely fashion?
	Are my employees and I always courteous to you? Do you feel that you are always treated with respect?
	If you have had any problems with my product and/or service, were your complaints resolved in a timely manner and to your satisfaction.
	What would you like to see my employees and I do differently?

The answers to these questions may (or may not) surprise you. Either way they can help you plan your customer service strategy for this year and beyond … your strategy for success.

Donna Satchell, President of STARR Consulting & Training is a speaker, trainer and author. She provides programs in customer service, team-building, time management, public speaking as well as motivational speeches which inspire individuals to live more successful lives. Please visit www.JustGetSerious.com for information about products and services as well as to view videos of Donna’s speeches. Contact her at 770-498-0400 or Donna@JustGetSerious.com.

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