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How to Use Exemplary Customer Service For Your Small Business

October 28, 2012 By Michelle Gail 30 Comments

Exemplary customer service is crucial to the success of all businesses.

How to Use Exemplary Customer Service For Your Small Business

But what exactly is exemplary customer service?

Here’s an example of what it isn’t.

It involves an unusual encounter I had with the cashier at my favorite pastry shop. I selected a few goodies to buy and placed the items on the counter. The cashier neglected to look in my direction or even say anything.

She packed my items in a bag and then rang up my total. She stood there saying nothing, leaving it up to me to look at the cash register to see out how much I owed.

I handed her my money and she returned my change by putting it down on the counter. Then, she walked away and got busy wiping down the display case.

During the time that I was in the shop, this employee did not utter one word. No hello. No thank you. No good-bye.

Now compare my negative customer experience with that of my friend. She, while shopping at a clothing store, was acknowledged and served by a smiling, delightful sales associate who exuded tons of charm.

At the end of the transaction, rather than handing the gift bag across the counter as so many associates do, this associate did something different. She walked outside of the checkout desk, around the counter, and handed the shopping bag directly to my friend.

That was customer service excellence!

It was also a memorable experience.

Today, I’d like to cover several ways that small business owners and their employees can win over customers by providing exemplary customer service. These methods work well for brick-and-mortar businesses, and for online customer service.

Not long ago, I worked as a sales associate in a major department store. So, I remember a few things about customer service skills. And, although major department stores and small businesses operate differently, the highest priority for both should be good customer service.

Here are some quality standards that I learned as an associate—standards that can also be used by any small business:

Train Your Employees Well
The cashier in the earlier example was obviously trained to handle a cash register and do light housekeeping. Unfortunately, her customer service skills were lacking, unlike that of the sales associate.

Greet every customer warmly in person
A polite “Good morning, madam,” or “How may I help you today?” is ideal. Avoid saying “Hi” and “Can I help you?”

Phone calls work the same way. “Good morning, XYZ Company, my name is Susan, how may I help you?”

Avoid saying “XYZ Company, Susan speaking.”

Make eye contact
Making eye contact shows that you have acknowledged the customer and have given them your attention.

Offer solutions
Let’s say a customer wants a particular brand or item that you don’t carry. Or perhaps they want an item that is sold out. What do you do?

First, never tell them that you don’t carry that brand or that ‘we sold out’ and leave it at that.

Instead, invite your customer to have a look at other brands that you DO carry.

For items that have ‘sold out,’ take the customer’s contact information so that they can be notified when the items are restocked.

Further, don’t try to re-educate the customer or try to teach them a lesson. If you do, your customers might possibly take their business elsewhere.

Close Your Transactions Properly
Avoid being too quick to move off to serve the next customer in line. Engage with the active paying customer for a mere few seconds before they are ready to leave the checkout area.

Leave the Attitude at Home
It goes without saying that rudeness shouldn’t be tolerated. Customers should not have to deal with unacceptable behavior from testy front-line employees.

Small business owners should also note that consumers will gladly pay more for better services. According to Business News Daily:

Seven in ten Americans are willing to spend an average of 13 percent more with companies they believe provide excellent customer service.

Know What is Important to Your Customers

You can learn what is important to your customers if you gauge customer satisfaction. Using small business customer-service tools like Facebook, Twitter, and online surveys and most important of all good content, helps you tap in to what policies customers’ value.

Some of these values could be:

  • Product selection.
  • Quality.
  • Employees’ expertise in solving problems.
  • Courteous employees.
  • Waiting time to be served.
  • 100% guarantee of satisfaction.
  • Rewards and loyalty programs.

What Small Business Owners Can Learn from Apple

Tech giant, Apple, does more than build amazing products. They also offer something else just as outstanding—that is, customer service.

Source: Rob Boudon

Dedicated Apple fans already know about Apple’s unique customer service.

But, if you’re not familiar with Apple, you’re in for a surprise.

For example, you damaged your iPhone 4S and you can’t find the receipt. And sure enough, the warranty has expired.

What could Apple do for you?

They might offer you a brand new iPhone for less than $200 – the retail price is $599. Or, Apple may repair the item free of charge (sometimes). Whatever, the result, Apple will find a solution that you’re happy with.

Certainly, your small business may lack the resources or funds to fix or replace items for free. But what is key is the notion of bending over backwards to satisfy the customer.

Apple is obviously not a small business. But, the company is notorious for having employees that delivers very high customer satisfaction.

The young and hip sales team must present themselves as:

  • Knowledgeable
  • Hospitable
  • Enthusiastic
  • Empowered
  • Passionate
  • Customer-focused
  • Professional
  • Attentive
  • Diligent

For your small business, what additional qualities would you like your team to have?

Think Like Zappos

What can we say about Zappos?

It is true that this friendly online retailer sells amazing shoes and apparel. Yet, it is Zappos’ customer service approach that garners so much attention. Some people call Zappos’ policies and company culture crazy, but in a good way.

Here’s what you can expect with Zappos:

  • Complaints are welcomed rather than frowned on.
  • The call center team has no ‘call time limits’. You can talk to an operator for 3 hours without being cut off or rushed off the phone.
  • An intense four-week customer service training-program for new employees.
  • Shipping costs are prepaid by Zappos. No minimum order required.
  • Loyal customers are rewarded with upgraded overnight shipping.
  • Free return shipping—no fine print, and no hassles.

On the subject of returns, Zappos director of customer loyalty Rob Siefker offers more insight:

Returns are part of our business model. In fact, we encourage customers to order multiple sizes if they’re unsure of what to order, and then they can return the size that doesn’t work for them.

To get a peak into Zappos’ philosophy and commitment to service, have a look at Zappos’ CEO Tony Hsieh’s New York Times best-selling book, Delivering Happiness: A Path to Profits, Passion, and Purpose.

Thank You’s and Coconut Snowballs

Little touches matter…

…so do two little words, thank you.

In my case, I frequently order hair products from an online solopreneur. While I don’t get coconut snowballs, included with every order she sends are:

  • hair care tips.
  • upcoming offers.
  • a big thank you for supporting her online business.

What would you offer your customers?

How would you show appreciation—a handwritten note, a follow-up email after a sale, or something else?

Finally, I’ve shown you some WOW examples of exemplary customer service that can benefit your small business. My best advice is this: study the examples from this post, borrow from the best, create your own quality standards, and use these tools to deliver that memorable experience for your customers that keeps them coming back.

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Filed Under: Business Tips, Entry Posts

Reader Interactions

Comments

  1. Richa says

    November 14, 2012 at 7:57 am

    Efficient customer service can work wonders for a business. It is the most important way to make loyal customers. No one likes to go back to a company whose employees don’t attend customers well. The example of Apple is a perfect one for the context.

    Reply
    • Michelle Gail says

      November 20, 2012 at 12:17 pm

      Hi Richa,

      I agree wholeheartedly. There are many businesses that customers (myself included)
      no longer return to because of bad service. Thanks for replying.

      Reply
  2. Abhishek says

    November 15, 2012 at 4:59 am

    These are great examples you have shared here of customer service. For any business it is very important to keep your customer happy as they are the ones who keep a business running. Thanks for this interesting share.

    Reply
    • Michelle Gail says

      November 20, 2012 at 12:19 pm

      Abhishek, you are most welcome.

      Reply
  3. Joy says

    November 18, 2012 at 2:27 pm

    Hi Michelle! Exemplary customer service is about going the extra mile to exceed the expectations of your customers. Thanks for sharing!

    Reply
  4. Kristine says

    November 18, 2012 at 1:48 pm

    Exceptional customer service is a must to keep our clients satisfied and loyal to our respective brands. Whenever we fail to extend our assistance and support we ultimately lose the chance to have repeat customers and generate more. Thanks for bringing this to our attention. More Power!

    Reply
    • Michelle Gail says

      November 20, 2012 at 12:21 pm

      Hi Kristine,

      I appreciate your feedback. ‘More Power’ is exactly right!

      Reply
  5. Emilia says

    November 18, 2012 at 6:12 pm

    Totally agree on everything you’ve said. It really helps to have a professionally trained and polite customer service.

    Reply
  6. Calra says

    November 20, 2012 at 5:47 am

    Those entrepreneurs who thrive in valuable customer service earns the greatest. I’ve learned that the hard way

    Reply
  7. Kelly says

    November 20, 2012 at 6:58 am

    It really pays to add a personal touch to your services.

    Reply
  8. Veronica says

    November 21, 2012 at 1:38 am

    The old adage that your customer is always right is still as true as ever. Great blog!

    Reply
  9. Sandra says

    November 21, 2012 at 2:07 am

    Of course, our customers are our first priority. We should treat them very well, whether they’re window shoppers or paying customers

    Reply
  10. Stacey says

    November 23, 2012 at 6:52 pm

    Greeting your customer is always a must. Thanks for the post!

    Reply
  11. Michelle Gail says

    January 18, 2013 at 7:02 pm

    Thanks for your comments.

    Just an update – my images and credits seem to have disappeared.
    Here is the source for the lone image remaining:
    http://www.freedigitalphotos.net/images/Shopping_g379-Happy_Girl_Presents_A_Bracelet_p36946.html

    Reply
  12. Nick Davison says

    February 4, 2013 at 12:34 pm

    Some solid information there Michelle, customer care can also be applied to a certain extent to your website. I see lots of sites that use online support chat as a pushy sales tool. If these sites changed the way they deployed online support chat, and set it to pop up after 30 secs (instead of instantly) to actually offer support about products instead of to pressure the customer they would no doubt notice their sales and returning customers increasing.

    Reply
  13. Lee says

    March 5, 2013 at 3:46 am

    Hi Michelle
    Some great advice here. I think a big problem when you get bad customer service is quite often the employee doesn’t feel part of the company and are only looking for their pay check and do t realise if they give good customer service there is much more chance they will still be getting a pay check in a years time.

    Great post thanks lee

    Reply
  14. nani says

    September 9, 2013 at 3:26 pm

    Great post Michelle.. It comprise of good advices to be followed by every one doing small business.

    Reply
  15. Jack says

    November 30, 2013 at 12:27 am

    Great, one of the most and important thing we must consider is customer service we are starting our business because of the demand from customers side, if this is not there the entire business will collapse, Gandhiji said we should treat customer as God.

    Reply
  16. Sastonepal says

    August 11, 2014 at 5:12 am

    Hi Gail !
    Thank you for sharing your best ideas to grow a small business. I really appreciate your concept for small business – Customer services is first.

    Reply
  17. Vince says

    October 8, 2014 at 11:52 am

    Our Bike Shop has been trying to do the same idea with test rides and really uping customer service and our competitors went out of business despite having much lower prices. Customer Service is Huge. I completely agree with these points.

    Reply
  18. Gaurav says

    March 12, 2015 at 9:00 pm

    Hey Michelle. You have said very rightly about customer service experiences by giving the personal examples. It is very much on which our business depends that is customer satisfaction .

    I am also providing customer care services to worldwide in different fields. and know what it mean. Nice writing. Keep it up.

    Reply
  19. vito from VoipInvite says

    April 16, 2015 at 2:00 am

    That is just fantastic information out there Michelle. Customer service is must for a growing business and trust

    Reply
  20. Bibble Studio says

    April 23, 2015 at 3:53 am

    The ones who take customer service seriously are the ones who make it in my opinion!

    Reply
  21. Mahi says

    May 1, 2015 at 7:09 am

    hey great research , i have also analyse the for business growth factor , Customer service is the major roll to boost business lead . I had read , who provide the customer service .

    Reply
  22. Scott says

    May 8, 2015 at 7:54 pm

    In today’s retail world it’s not enough to have the best price or the best product, you have to have he best customer service. It’s business model giants like Sears could stand to follow. Also, I love the coconut balls idea. It’s imperative to stay relevant to your best customers and referrers. Stopping by once per quarter with cookies or other treats goes a long way.

    Reply
  23. Pete says

    August 2, 2015 at 1:16 am

    I never thought of exemplary customer service before as creating a memorable experience. I’m definitely having my receptionist read through this and we’re both going to step up how we interact with our customers.

    Reply
  24. John Udok says

    September 22, 2015 at 8:47 am

    Great tips,I think its all well said. An employer that is willing to make a difference in his business must be willing to adequately train his/her staffs in the customer service. Its very important. Thanks for the share.

    Reply
    • matryx says

      September 23, 2015 at 4:20 am

      Hey John

      Thanks for the comment without adequate training your staff or should I say team will never become an asset to the business.

      Reply
  25. Frank says

    October 21, 2015 at 10:24 pm

    Michelle,

    First I want to apologize for being so late to the party, but I am blown away by the depth of this article. I work in customer service and often strive to provide memorable experiences with the people I interact with. One thing I have noticed that may be important with small business owners is to have the right people as a part of your leadership team. Happy and engaged employees will translate to happy and engaged customers.

    You have to create the environment you want your customers to experience. Would you agree?

    Reply
    • GrowMap says

      October 25, 2015 at 7:01 am

      Hi Frank,

      I totally agree with you. Happy and engaged employees are also a reflection of how management treats them. A business that appreciates and respects their employees will create an atmosphere where the employees appreciate and respect your customers.

      Reply

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