Good customer service the ultimate differentiating factor

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Bikky Khosla | 14 Jan, 2014
Small businesses often complain that today's market is so crowded with competition that it is nearly impossible to stand out. There are thousands of players in the same game at the same time. There are big companies with big budgets. Does this mean small firms can do nothing to stand out, particularly because they are restrained by lack of funds? I think what makes the biggest difference is making customers feel appreciated. When it is done effectively, a business can outshine in the market even without any new-to-the-world products, lavish advertising campaigns, or expensive freebie gimmicks.

Everybody talks about good customer service, but few seem to follow through on it. Most customers will tell you how they are not really happy with how they are treated by most businesses. Good customer service is still rare as most of our businesses hardly pay any attention to go the extra mile to exceed customer expectations. They don't emphasize enough on customer service and fail to understand that customer loyalty is all about customer engagement, customer service and positive experiences.

Small businesses should never let this opportunity slip away. Placing stress on customer service and customer relationship does not cost a small business much but neglecting them results in missing a potential opportunity to enhance competitiveness and lift its brand image without bothering much about costs. In addition, I would like to suggest to every small business to put the 'wow' factor in their customer service as icing on the cake -- there is no dearth of stories in business literature to show how effective this strategy is for changing a business for the better.

Though there's a clear opportunity in good customer service, it has to be done the right way. The effort must not be show off. Exhibiting a high degree of fairness and integrity while dealing with your customers can do magic in portraying your business as unique. In addition, consistency must be maintained. You must involve every person and every aspect of your business in your customer service program and train up a competent customer service staff. You must know your customers thoroughly, collect customer feedback and work on them.

The same rule applies in putting the 'wow' factor in your customer service -- it must be genuine. Along with that there must be an element of surprise. Experts suggest a number of ways to achieve this -- offering personalized products and services, writing hand-written thank you notes to clients, celebrating their birthdays, and so on. Identify every such opportunity and make the best of them. This may sound trifling but sweating the small stuff usually goes a long way -- a pleasant surprise with a 'wow' factor can turn your existing customers loyal patrons for life and create evangelists for your brand. So, give it a thought.