Customer Service “Don’ts”

By Barry Thomsen

Customer service is the foundation on which loyalty and word-of-mouth advertising is built. Following are things you don't want happening in your business, if you want to grow and prosper. During difficult economic times you can't afford to lose any customers. Sadly, many small business owners are not even aware that many of these customer service “don'ts” are happening, because they fail to monitor their customer contact people regularly.

Make a copy of this list and mark your calendar to review it at least monthly. If you wait too long, the damage is done—and it's very difficult to reverse. Once a customer is lost due to poor service or indifference, it's very hard to get him or her back. But, fortunately, if you become aware of a negative situation and take immediate corrective action, you can almost always avoid permanent damage.

• DON'T argue with a customer—you can lose two ways, the argument and the customer. Winning an argument gets you nowhere if you lose a customer in the process.



• DON'T forget to say “Thank you ” after every sale or order. People don't get tired of hearing it, but they will remember if you don't say it.



• DON'T interrupt a customer when he or she is talking. Not only is it impolite but doesn't give you the advantage of picking up valuable information.



• DON'T promise anything you can't or won't deliver. The ill will it creates may last a long time and you'll lose any referrals.



• DON'T answer all your incoming calls with voice mail. People may have immediate needs and can't wait for a return call. Have someone knowledgeable available.



• DON'T ignore anyone who enters your store or business. Acknowledge customers' presence and let them know you will help them shortly. If they leave before being helped, it's a lost sale and a lost repeat customer.



• DON'T leave anyone on hold for more than a minute without checking back. The time goes much more slowly when you're waiting and it can destroy a customer's attitude. Providing music on hold can help.



• DON'T treat all customers the same. Some need more attention than others. Learn to figure out who needs help and who wants to be left alone until they ask for assistance.



• DON'T tell a client or customer you will call them back at a certain time and then not do it. Make the call, even if you don't yet have all the information you need. Let them know you're still working on it.



• DON'T set your business hours to suit yourself and not your customers. Your goal is to serve your customers, not yourself—so be flexible and be there when they need you.



• DON'T chew gum or eat when talking to a customer on the phone or in person. It's disrespectful and shows that your needs are more important than theirs.



• DON'T screen customer service calls. Handle them all promptly and professionally. No one likes to be interrogated before he can ask a question. Have knowledgeable people ready to answer calls and inquiries during business hours.



• DON'T underestimate the value of a repeat order and the lifetime value of a customer. These are what will build your business and help you survive tough times.



• DON'T forget to ask for referrals and letters of reference. Most customers won't offer them unless you ask, and they're a valuable part of growing your business.



• DON'T tolerate rude or discourteous behavior in your front-line people. If they're having a bad day, send them home, rather than risk losing a customer or sale. A bad experience will remain in a customer's mind for a long time.



• DON'T be a small business owner who is too busy to talk to customers. Many people buy from a smaller store or company because they can talk to the top people. Be available and visible.



• DON'T let the phone ring more than four times before you answer it. Some people won't wait and others will become irritated, which is not the way to start off a business conversation.



• DON'T make customers wait more than 24 hours for price quotes or estimates. Offer a ballpark figure right away, then promptly supply an exact proposal. It will show that their order or purchase will also be handled promptly.



• DON'T close your store, office or factory so you can go on a vacation. Have a well-trained person take over during your absence who can contact you for any big decisions. If you just close up and disappear, your customers may disappear as well.



• DON'T forget to reward regular customers and frequent buyers. Even little perks like a small discount, a little extra or faster service can go a long way toward keeping them.



• DON'T make customers wait to pay for their purchase any longer than absolutely necessary. The owner or manager should jump in to help when things get backed up. A few customers may even walk away out of frustration--and that's a lost sale, which should never happen.



• DON'T delay in making a refund or exchange. If you have a guarantee, back it up promptly. Delays create bad feelings and bad publicity.



• DON'T drag your feet when solving a problem or handling an unsatisfied customer. Get the facts and devise a resolution that you both can live with.



• DON'T forget to contact customers you haven't heard from for a while. They may have misplaced your contact information and need a nudge in the right direction. Don't let a competitor get to them first.



• DON'T ignore customer suggestions. Welcome them with open arms. Customers see things from a different perspective and may offer some great ideas for improving your business. Give some type of reward or acknowledgement for any idea that you use.



• DON'T charge for top quality and substitute poor quality. Your customer will eventually find out and you'll be history. Fair profits and good will can make you more money in the long run.



• DON'T try to fool your customer, or the joke will be on you. People are smarter than you think--and even if they don't say anything, you'll probably never see them again.

No doubt you come up with additional “don'ts” that pertain to your specific business. Decide which are the most important to your customers. Then discuss them with your employees and stress the importance of each. Remind them that without satisfied customers, no one has a guaranteed job. If there are employees who just “ don't get the point, ” it's time to consider replacing them.

You work hard to attract customers, so don't risk losing them because of poor service. Remember-- there's no cost for referrals and word-of-mouth advertising. By eliminating all or most of these “don'ts, you'll gain a huge competitive advantage against even your biggest national competitors.

• Customer Service Excellence
• Developing and Executing a Customer-centric Strategy

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Author Bio: By Barry Thomsen is publisher/editor of Small Business Idea-Letter and Small Business Advisor. For a free sample of the Idea-Letter , email: idealetter@aol.com or call 877-700-1322 . On the Web: www.idealetter.com.