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Providing good CUSTOMER SERVICE BY CHRIS ELPHICK W hen you are running a business it makes sense to provide good customer/client service. If you treat your customers with respect and provide them with a good level of service, they will want to do business with you again and, they're likely to recommend you to other people. Good customer service is about you and your business' reputation – which is particularly important for a business to survive and thrive. It is about understanding, meeting and managing your customers' expectations. In the hospitality or tourism industry, for example, if you can fi nd ways to add- value or that "X" factor to the customer experience, then you are well on the way towards positive endorsement and repeat business. Providing good customer service is easy – as long as you follow a few simple rules: Rule 1: Be courteous Treat your customers the way you would like to be treated yourself. You don't have to be all over them, but you should: • greet them with a smile • pay attention to what they're saying • talk slowly and politely, and don't be dismissive or condescending • dress neatly – and ask your staff to do the same Observe these rules even when you're operating online or over the telephone. Start with a polite, friendly greeting, use plain English to avoid misunderstandings and if emailing, check your spelling! Rule 2: Don't overpromise and under-deliver If you want to make your customers happy, do what you say you're going to do. If you're in the business of supplying fresh, top-grade seafood or primary produce to wholesale clients or general public customers directly make sure that the produce really is fresh, not pre-frozen, and delivered in fi rst-class condition. If you promise to meet or pick-up a guest at 10am, make sure you arrive at 10am. If you're unavoidably delayed, try to let them know. It's important not to overpromise and under-deliver when you advertise your business, services or products as well. For example; don't describe your charter as "luxury" if it's comfortable rather than truly luxurious. And don't advertise the menu or the primary produce as "gourmet" unless you are completely confi dent about the quality. Rule 3: Be fl exible If things go wrong, or a customer asks for something you don't normally offer, be prepared to be fl exible. As long as their demands are not unreasonable, it's worth going the extra mile. A satisfi ed customer is more likely to use your business again and with any luck, recommend you as well. Rule 4: Follow-up with a courtesy phone call or email Computers have made follow-up easy. Send a quick thank you email asking if they're satisfi ed with the service you provided, or whether there is anything more you can do to help. If you prefer, do it by phone, or send a letter. Chris Elphick is a Wellington-based business mentor, coach and trainer working throughout New Zealand and the Pacifi c with a range of business enterprises. See: www.chriselphick.co.nz JULY/AUGUST 2012 ■ NZ AQUACULTURE ■ 13 Whatever form of communication you use, resist the temptation to use it as an opportunity to try to sell them anything else. It's a courtesy call, and the aim is to make your customer feel that you care about what they need. Many operators in the tourism and hospitality sectors now use travel websites such as Trip Advisor to gauge customer satisfaction. These sites have a loyal member following providing unedited feedback on customer experiences. While these reviews can be infl uential and insightful, it is worthwhile courteously asking your customers for their feedback to you directly. This signals you are serious and interested in their experience, opinions and improving your business. Rule 5: Employ staff who like people, and set a good example yourself When it comes to employing staff, it's important to make it clear from the start that good customer service is a non-negotiable part of your business. You can improve your chances by employing staff who like people – and by modelling good customer service yourself. It's worth thinking about offering your staff some training in customer service. In the hospitality and tourism industries, for example, customer service is a vital ingredient of the experience. When selling produce direct to the public and interacting with shoppers, friendly selling skills offering tips on cooking preparations, are often appreciated. For further information contact your dedicated Industry Training Organisation, business or trade association, local Chamber of Commerce or KiwiHost www.kiwihost. co.nz New Zealand's dedicated customer service training organisation. Typically when recruiting someone, the focus is on their level of skill and what you want them to do rather than on who they are and the attitudes they bring. Attitude is as important as a skill, because it refl ects on your business dealings, customer impressions, or simply getting the job done well. Many skills can be learned on the job but changing attitudes is a different ballgame. So: recruit for attitude and train for skill. Rule 6: Managing complaints If you get a complaint the best thing to do is to apologise and offer to put it right. You could also consider sending a replacement product or a voucher for replacement services from another business. But sometimes the customer isn't always right. Occasionally you – or your staff – will have to deal with customers who behave in a rude or unpleasant way. If that happens, stay calm, be reasonable, but make it clear that you are not prepared to be insulted. No matter how diffi cult the circumstances are, it always pays to be polite – this is the ultimate test of good customer service.