What exactly is Customer Service and why is it so important? Make your customers experience a happy, positive experience that exceeds their expectations and you will have a returning customer. We all benefit from repeat business and with a happy customer it will guarantee your profit margins could increase by 3%. The majority of customers will pay a little extra for a quality service without issue, provided you go the extra mile for your customer.

Customer Service starts from the very first interaction with a potential customer – and you have all heard about the importance of the first impression! Well let us not forget the importance of their last impression and the delivery of the service through your relationship with your customer.

The values and vision of your business will mould your Customer Service and how you are seen by potential customers. These values act as standards for your people to demonstrate how important your customers are to your business. To deliver exceptional Customer Service you must know your customers and treat each customer to their specific needs. It is not one cap fits all – that is a quick recipe to poor Customer Service – there may be similarities, but also very specific requirements.

You must not just depend on price as that will only buy you short term success. It is Customer Service that will provide long term, sustainable success. Have you listened to your customer, really listened? Have you given them confidence you can deliver? Have you gained their trust?

The whole team involved in delivering for this customer must be fully aware of this customer’s expectation and be prepared to deliver. One weak link in the chain will cause a potential breakdown in Customer Service so ensure you have engaged with the whole team. This has to be important to everyone. People deal with people and want to feel safe that you’re going to look after their best interests. Customers do not just want commercially driven arrangements, they want the personal touch – to be valued and appreciated.

You need to build relationships with your customers at all levels of the business. It’s not about one relationship. Today’s young trainee could be tomorrow’s chief executive – you cannot lose a valued customer because someone moves on in life.

Good Customer Service is where customers talk to each other and good experiences are shared by word of mouth – is there a better recommendation? Be true to your word and your values, do not promise what you cannot deliver but deliver on your promise on time, every time.

Never let anyone tell you it is all about cost or you will be trapped with those who only deliver commercially and it will be just about cost. Know your clients and your industry, be honest to your values and deliver excellent Customer Service across your business and make a difference. Good values cost nothing but can make a huge difference to how customers think about you. Customers will not forget how you made them feel.