This is part 2 in our planning installment. In the first entry, we discussed your current customers and setting goals to increase both revenue and referrals.
Growth; at least profitable growth, all comes down to business development. The question for this entry is why and how to improve your customers service. What are the goals you might want to consider?
Of course, the fact that we are marketers means that you are going to get a marketing spin on how to use customer service to better develop and grow your business.
So for your customer service team and approach, consider the following:
How is your service differentiating you?
Unless you are truly selling a commodity and price is all that matters, your service is part of your differentiation. But, and this is a big but, the quality of your service doesn’t matter to someone who is NOT your customer because they haven’t experienced it yet.
Your service reputation may matter, and if you have a good reputation, then you want to back it up with information about how it became good, and how it stays good. If your reputation for service is on the average or poor side, you are going to want to show a prospective customer what has changed and how that impact them.
So take time to consider and document what your processes are. Then put those processes into a format that you can share with your prospects in a meaningful way. That way they know you are committed to keeping your service consistent and great.
And then, focus on what you are going to do this year to make that process run smoother, faster, better. What can you do to innovate your service in a way that will matter to your customers, be visible to your prospects and blow your competition away?
Finally, who in your company is going to be accountable for this and how are you going to measure their success and compensate them for their effort?
Big questions. But the answers matter – now and into the future.
Look for our next installment on sales – coming up shortly.
