Supporting the entrepreneurial spirit

Creating Customer Loyalty: Part 2

Creating Customer Loyalty: Part 2

By Kim Booker

In my previous post on customer loyalty, we discussed that it costs 5-10 times more to attract a new customer than to keep an existing one satisfied. Once you work hard to acquire a valued customer, you want to have a process in place to keep them coming back and becoming a referral source to grow your business. 

In any business, there will be times when there are problems. The key to creating customer loyalty is to have a culture that prioritizes training team members on how to deal with challenges effectively and professionally and to provide excellent customer service consistently.   

Below is a checklist of some customer service best practices. To see how well you are doing, give your company a point for each activity that is already part of your culture. Use the unchecked statements to learn the areas where you can improve.


_____  Our company has a consistent process for training employees on customer service best practices.

_____  We encourage customers to provide us feedback (both positive and where we need to improve).

_____  If we receive negative feedback, there is a process in place to act and follow up.

_____  We listen to customers in order to clearly understand the situation and look for solutions. 

_____  We look for opportunities to offer additional products/services that would benefit the customer.

_____  We proactively look for ways to exceed customer expectations.

_____  We generally keep our commitments, but if there is a delay we keep the customer informed.

_____  We encourage employees to take personal responsibility for the satisfaction of customers (not to blame others).

_____  Difficult customers are not treated like a “hot potato” and passed off to someone else.

_____  We have a clear, step-by-step process for dealing with difficult people and difficult situations.

_____  Follow-up with customers is prompt, consistent and thorough.

_____  We empower our team to resolve issues without having to escalate to a manager in most situations.

_____  Our team is encouraged to ask for, and receives, help and support when needed.

_____  We rarely lose a customer due to poor service.

_____  As a team, we brainstorm ideas for improving customer service.

_____  Our customer service policies are regularly reviewed and updated if needed.

_____  We know that first impressions are important. We greet customers with a smile.

_____  We consistently thank our customers and/or have a program that rewards customer loyalty. 


____/ 18  TOTAL SCORE


0 – 6      Your customer service/culture needs some work.

7 – 12    You are doing a good job; but there is still room for improvement.

13 – 18  You have a great customer service culture. Congratulations!  Keep working to be the best.

Kim Booker

About the author

Kim Booker is the the Director of Sales Enablement for ECi. Her experience includes 20 years as a business owner. Most recently, she owned a sales and management training company helping to improve overall sales, management, and customer service performance for primarily small and medium sized businesses.

facebook-icon facebook-icon linkedin-icon linkedin-icon twitter-icon twitter-icon blog-icon blog-icon youtube-icon youtube-icon instagram-icon instagram-icon Bookmark this page Google +