Businesses don’t serve markets, they serve people.

So focus your business all around them - and you’ve won. That’s what business is really all about.

Think of customers as individuals. Once we think that way, we realize our business is our customer, not our products or services. Putting all the focus on the merchandise in our store, or our services, leaves out the most important component: each individual customer.

“I never get the accountants in before I start up a business. It's done on gut feeling, especially if I can see that they are taking the mickey out of the consumer.”
Richard Branson – founder of the Virgin brands

And keeping those individual customers in mind, here’s some thoughts and ideas to help serve them.

1. Remember there is no way that the quality of customer service can exceed the quality of the people who provide it.

Think you can get by, or even fool yourself thinking you’ll be successful by paying the lowest wage (not peanuts I hope), giving the fewest of benefits (you could always provide a little more than the law says you have to...), doing the bare minimum of training for your employees? (Yes train them – incidentally, one of the best ways to assist in staff retention)

It will show. Invest in your most important asset, and then you’ll get a return – if you view it as a cost, well.....

Companies don't help customers... people do.

2. Realize that your people will treat your customer the way they are treated.

Basic. A simple thing called respect. Do unto others as they would do unto you. Sound familiar?

Employees take their cue from management. Do you greet your employees enthusiastically each day; are you polite in your dealings with them; do you try to accommodate their requests; do you listen to them when they speak?

Consistently rude and poor service is a reflection not as much on the employee as on management. Take a good hard look at your style, attitude and approach before pointing the finger.

3. Do you know who your customers are?

If a regular customer came in to your business, would you recognize them? Could you call them by name? (Using customer relationship management software assists greatly in helping here)

All of us like to feel important; calling someone by name is a simple way to do it and lets them know you value them as customers.

Think about this, you go into your normal local café, do they acknowledge you as a regular? Perhaps even suggest “your usual?” Having remembered you – it’s the most fantastic way to build loyalty. No loyalty card, special incentive or deal required. Importantly, NO sacrifice in profits.

Merely show how much you genuinely care. Business is all about people. Help them, and they’ll help you.

“Spend a lot of time talking to customers face to face. You'd be amazed how many companies don't listen to their customer.”
Ross Perot – billionaire

4. Go the extra mile

Include a thank-you note in a customer's package; send a birthday card; clip the article when you see their name or photo in print; write a congratulatory note when they get a promotion. There are all sorts of ways for you to keep in touch with your customers and bring them closer to you.

It’s all about people.

5. Are your customers greeted when they walk in the door or at least within 30-40 seconds upon entering?

Is it possible they could come in, look around, and go out without ever having their presence acknowledged?

It is ironic it took a discount merchant known for price, not service, to teach the retail world the importance of greeting customers at the door. Could it be that's because Sam Walton knew this simple but important gesture is a matter of respect, of saying "we appreciate you coming in," having nothing to do with the price of merchandise? (Sam Walton was the founder of Walmart)

6. Give customers the benefit of the doubt.

Proving to him why he's wrong and you're right isn't worth losing a customer over. You will never win an argument with a customer, and you should never, ever put a customer in that position.

It costs a minimum of 5 times more to get a new customer than retain an existing – so ask yourself “who’s really winning here?”

7. If a customer makes a request for something special, do everything you can to say Yes.

The fact that a customer cared enough to ask is all you need to know in trying to accommodate them. It may be an exception from your policy, but (if it isn't illegal) try to do it. Remember you are just making one exception for one customer, not making new policy. And how many other customers do you think they’ll tell to come into your business. Help them, and they’ll help you.

8. Are your associates and staff properly trained in how to handle a customer complaint or an irate person?

Give them guidelines for what to say and do in every conceivable case. People on the frontline of a situation play the most critical role in your customer's experience. Make sure they know what to do and say to make that customer's experience a positive, pleasant one.

Remember that the big money isn't as much in winning customers as in keeping customers.

Like I always say, pick the low hanging fruit.

“The most important adage and the only adage is, the customer comes first, whatever the business, the customer comes first.”
Kerry Stokes – one of the richest men in Australia, Seven Network Chairman

Your level of success is only limited by yourself.

Best wishes,

Vaughan