Four steps to delivering great customer service


Date: 15 June 2020

A customer service assistant helps a customer

It's well-known that great customer service is critical to ensuring business success. You must do whatever it takes to keep your customers and guarantee that they return to you time and time again. Once you have your customers in the right frame of mind with a positive opinion of your business, you should be in a position to build brand loyalty. This will make transactions and repeat business a lot smoother.

Prevention is better than cure. While you can hire a PR company to clear up any misunderstandings, it's always better to maintain positive communication with customers and fix mistakes in the first place before it becomes a damage limitation exercise. Here's some advice from professionals who know exactly what to do when it comes to great customer service, and how you can apply these tips to your own business.


Been able to contact a company you have made a purchase from or intend to, is essential. These days, many businesses use Web Chat Software as well as email and phone lines as a means of staying in touch with customers. People are busy and don't always have time to make a phone call if they have a customer service issue. Making online options available means that customers access you quickly, boosting customer confidence that you are there to listen to them.

Being able to get a speedy and concise reply to a query through one of these channels (or at the very least acknowledgement of the query) can make a world of difference to customer service and the sales process. Customers do not mind waiting for a resolution if you manage their expectations. So, a quick reply, even if it doesn't contain the full resolution, is essential.

Admitting fault

The saying "the customer is always right", isn't always true. However, if a customer has reason to complain, most of the time the company is at least partly at fault. It doesn't mean you have intentionally caused a problem but overlooking a slight detail or failing to manage a customer's expectations effectively can cause serious issues. Quickly admitting you are at fault quickly and explaining what you will do to rectify a problem is often all it takes to build customer trust. Ensuring you remain respectful, as difficult as it can be at times, will help you come out the other side quickly.

Unfortunately, an unhappy customer is much more likely to tell their friends and family about their experience than a happy customer. So, it's crucial you try to make customers happy with the product and service they have received. When you receive a complaint, listen carefully what the unhappy customer is saying. Assuming you know what they are unhappy when they are in fact they are unhappy about something else will exacerbate the problem. So, make sure you have your facts straight.

Rectifying problems

Sometimes it's not always possible to completely rectify a customer's problem. For example, if there has been a postal delay or mistake. The best thing you can do is to rectify the problem as much as you can. Refunds should be processed in a timely manner and customers should be updated at every stage of the process.

Many businesses have automated their processes so customers can track their parcels, or even when a certain person, such as a plumber, will arrive. Of course, these things are fool proof and mistakes happen. But, as long customers understand you are doing your best and you rectify as many problems as you can, then your customers should be happy at the end of the process.

Sometimes great customer service and going a little bit further can mean that your customer will be happier than if their situation had been smooth from the beginning. It goes to show how much you care if you exceed people's expectations.

Keeping in touch

Following up with customers (whether they have made a complaint or not) and giving them the opportunity to provide feedback is a valuable endeavour. Spending time formulating a way in which customers can keep in touch, even if they don't have an issue to discuss, means you are listening. This demonstrates you care about your customers. And, if nothing else, means you can learn from any mistakes and feedback you receive.

Reviewing what you do and how you do it is always beneficial. It allows you to refresh your offering and keep a close eye on how well it is working. You can keep in touch in a number of ways, such as writing to customers or sending emails, adding a personal touch to your service. It goes without saying that this is also a great marketing technique that helps ensure a good relationship with customers in the future.

There are many award ceremonies for customer service, and people happily vote for their favourite businesses. But the only way to gain this sort of support and feedback is with incredible customer service. Customer service training for yourself and your staff will ensure you deliver the best customer service in your field. It's important you understand what great customer looks like and how you will implement it from the very outset of your business if you want to be successful.

Copyright 2020. Article was made possible by site supporter Jeremy Bowler

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