Monday, March 2, 2009

Great Customer Service Is The Foundation Of Business Success

Writen by Robert Boduch

Customer Service: fundamental to success... but so often forgotten. No matter what you're selling, widgets or copywriting services, business success is built on satisfying customers -- one at a time. It's about delivering great customer service.

Repeat business and referrals are fundamental to maximum long-term growth and profitability. After all, repeat buyers and referrals are the most profitable sales you can generate. If every customer is a one-time buyer only, you'll need to consistently fill the pipeline with fresh new prospects to make any sales at all. Providing exceptional customer service significantly increases the odds of subsequent purchases.

As merchants, we need to bend over backwards to satisfy those who patronize our businesses. This means giving the customer the benefit of any doubt. Provide the kind of courtesy, attentiveness and service you expect and are entitled to when you're the buyer. Play the role of the buyer and upgrade your customer service accordingly.

Nobody wants an unsatisfied customer – unless they're not worth having (thankfully, this is rare, though problem customers do exist). No reasonable businessperson wants her name and reputation dragged through the mud. The easiest way to prevent this kind of occurrence is to take good care of those you serve.

The worst thing any business owner can do is to not respond to emails and phone calls. Ignoring calls only makes matters worse as customers feel neglected or abandoned – usually after spending a fair amount of cash. When ignored repeatedly, a disappointed customer's frustration and stress level can build to the boiling point.

Keeping in touch with customers is vitally important.

When I'm working on a copywriting project, I often exchange numerous emails with my client, providing frequent updates, getting clarification, and asking probing questions that lead to greater insights and more persuasive sales copy. It also helps foster good feelings and helps solidify the client/provider relationship. People want to know that I'm busy working on their project – not everyone else's.

Customer dissatisfaction is most often due to a lack of communication. Someone didn't get what she anticipated. The product didn't live up to its promise. There was a misunderstanding as to what products or services would be delivered and at what price.

In the copywriting business, it might be that key issues were missed... the emphasis was off base... or the angle taken wasn't the best fit for the market or product.

Whatever the case may be, most competent copywriters will tweak or modify the copy to suit the client. When it completely misses the mark, they'll offer a re-write without any additional charge. Refusing to do so doesn't make sense, as it leaves the buyer feeling ripped off and unfulfilled with their purchase.

It's all about satisfying those who keep us in business. Customer service is an essential ingredient of any long-term business success.


Robert Boduch is an author of dozens of best-selling books, reports and articles on the art and science of selling. A free newsletter targeted at anyone interested in selling more of anything is available at

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