How to Use Customer Service to Promote a Business

Video Transcript

"Customer service is actually an ongoing process, and takes place at all phases of the interaction with your customer. Hi, I'm Peggy Collins. We'll spend the next couple of minutes learning how to use customer service to promote your business. First, let's talk about what customer service is not. It is not providing an 800 number to a call center in a Third World country. It is doing whatever it takes to make the experience with your company before, during, and after the sale a positive one. Many people believe as I do, that the general level of customer service in the US has never been worse. Indifference at the cash register is a major faux pas. When the customer is giving you the money, this is the time when it's absolutely essential to thank them for shopping with you. I blame the local manager on duty for this kind of substandard behavior. But, let's say you have a staff that is courteous, well-trained and knowledgeable about your product or service? Tell people that. Good customer service is so uncommon these days, that providing excellent customer service is something to promote. Some examples of excellent customer service, a local phone number and a knowledgeable person, a real human being that can handle calls and questions and complaints. Refund policy on anything on anything you sell, offer free delivery where applicable, or provide installation and setup for no charge, or at least for a modest fee. Provide every customer with an opportunity to provide feedback on their shopping experience. In almost every case the customer knows as much or more about how well the business cycle does at the store. We still haven't talked much about promotion have we? You can't promote what you don't have, so make sure your customer service is in place, then invite people to experience it. Have an open house, offer huge discounts as a way of saying thank you to your loyal customers. Brag about your customer service in your ads. It will be easy to secure quality endorsements and testimonials if you walk the walk. And the best customer service tool is your employee. Lots of people make great home appliances or high def TVs, but I guess you shop at the place where you're greeted with a smile, provided information you'll use to make your decision, and where they say thank you as they help you load the purchase in your car. Now that's great customer service marketing. I'm Peggy Collins wishing you good luck and good business."