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Creating Customer Loyalty: Part 2

Blog Customer Loyalty Best Practices

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 prioritises 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.

About the Author

ECI Staff Contributors love to share their insights and expertise on a variety of topics including sales, marketing, cloud, ERP, and SMB development as well as on product specific education. With offices throughout the United States, Mexico, England, the Netherlands, Australia, and New Zealand, more than 40 employees contribute to blog on a regular basis.