What's your customer service score?

If polled, most business owners believe their customers are fairly happy with the level of service they receive. But are they? Do you know how your clients feel about your business? Would they readily recommend your products or services to one of their family members, friends or colleagues? Remember, as we become seasoned business owners, we tend to get lost in working in our business instead of on our business. As a result, we sometimes lose sight of how our business is truly operating.

Customer service should be part of any marketing plan. After all, your customers are the ones that can make or break your business. Statistics show that every person who has a complaint about your company will likely tell 10 other people about their bad experience. Service that's so-so or average may get one or two people recommending your company over the competition. But, what do you think would happen if you delivered consistent and superior service? I would imagine you would quickly develop raving fans who would gladly tell others about how well you solved their problem or served their need.

Consistency is probably one of the best ways to make sure you are providing a high level of customer service. This can sometimes become difficult, especially if you are a sole proprietor. But it becomes even more critical when you begin to hire employees. As business owners we like to have things done a certain way, and many, if not all, of our customers have learned to depend upon us to get the job done to their liking. When you start to hire employees, they may not have the same degree of enthusiasm or loyalty to your vision.

So, the burning question is, how do you provide the consistency that will give you "raving" service scores from your customers? The answer... with planning. Go through your company's entire customer experience and systematize every aspect. Write it all down - everything from scripts for answering the telephone to scheduling an appointment to talk with your prospects about your product or service. Create your Standard Operating Procedures (SOP) and don't leave anything out.

As I mentioned in the last issue, if you want a better foundation for the planning you will be doing, I highly recommend reading the book, "The E-Myth Revisited" by Michael Gerber. To purchase a copy, you may click on the link below. Eagle Soars Marketing is also available, on a consulting basis, to help you evaluate your customer service score and create an SOP that will be sure to turn your customers into raving fans.

The E-Myth Revisited: Why Most Small Businesses Don't Work and What to Do about It By Michael Gerber