by Joe Taylor Jr.

Created on: March 14, 2008   Last Updated: June 22, 2009

In today's competitive marketplace, small businesses must rely on outstanding customer service experiences to set themselves apart from the pack. Veteran entrepreneurs recommend five simple steps to turn customer service into a small business marketing magnet.

MAKE IT EASY TO FIND YOUR BUSINESS
Many floundering businesses share one thing in common: customers simply can't find them. For web-based small businesses, that can mean investing time and money in press releases, blogs, and advertisements that lead customers to your site. For brick-and-mortar businesses, it can be as simple as posting clear driving directions to your location on a website, or offering a phone recording with directions, hours, and other crucial information.

PROVIDE CLEAR COMMUNICATION
Customers become frustrated when your business delivers something different than they were promised. Wherever possible, use written material that indicates the products and services you offer, as well as delivery times and guarantees. Make clear references to your company's written material when on the phone with customers. Documentation helps your business avoid misunderstandings later in a client relationship. Be honest about timeframes and deadlines, even if it means losing the sale. Your small business will thrive when you consistently underpromise and overdeliver.

MATCH YOUR CUSTOMER'S COMMUNICATION STYLE
Every one of your customers has a different idea about how they want to hear from you. The more communications channels you offer, the more customers will rave about your service. For instance, many technical companies offer support through complex web forms or chat sessions. Customers who prefer phone calls or e-mail feel frustrated before their interaction even begins. In general, prepare to answer a phone call with a phone call and an e-mail with an e-mail for your small business to thrive.

FOLLOW UP WITH SERVICE SURVEYS
Many small business owners spend their early days resolving complaints and putting out fires. However, a quiet group of customers needs attention, too. Sending a follow-up survey to every customer allows them to reflect on their most recent purchase. Feedback can help you tweak your offering while allowing you to fix mistakes that would have gone unreported. More importantly, customers who enjoyed their experience get to reflect on what they liked about your business, making them more likely to bring you additional orders.

OFFER INVITATIONS TO RETURN
For most companies, providing follow-up service to an existing customer reaps far more profit than finding a new customer. Therefore, making it easy for your existing customers to send you more business should be one of your top goals. Some companies use loyalty programs and repeat customer discounts to win additional business from current customers. In most cases, however, a simple reminder strategy will encourage customers to come back, especially if you provided excellent service during their most recent transaction.

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