ABC Solutions

The Importance of Customer Communication

Regardless of the type of relationship—personal, professional, or even acquaintance—communication is key. Specifically, if you want to have a healthy relationship with any individual, then it’s important to communicate clearly and fully.

Communication is particularly necessary when it comes to customers and building a successful business. It’s even more important this year since many businesses have gone through so many changes. We’ve put together this article to not only detail the importance of customer communication, but also to provide some tips to help you achieve better customer communication.

Are You Communicating Properly?

Effective communication helps to ensure your product or service meets the customer’s needs and satisfaction. By meeting these needs and satisfaction, you are (hopefully) guaranteeing repeat business. Start by figuring out what your customers are thinking and what questions they might have about your business.

Congratulate yourself if you’ve sent emails or posted notices on your website that answer the following questions:

  1. Have your hours changed?
  2. Has your location changed?
  3. Can you handle drop-in service?
    1. If so, is there a protocol? For example, do customers call a number when they get to your locked door? Will you be taking their temperature? Is a mask required?
  4. Is your business by appointment only?
    1. Then, how do customers make an appointment?
    2. Do you require a covid-19 test before an appointment can be made?
  5. Are there special accommodations for at-risk groups?
  6. Has your contact information changed? With people working at home, phone numbers may have changed.
  7. Have your services changed?
  8. Do you deliver?
  9. Do you offer curbside pick-up?

If any of this hasn’t been clear in the last year, it could be part of a reason why business dropped off.  To get it back, communicate, communicate, communicate!

And this is just pandemic-related. You may have launched new products or services, changed prices, added staff, and implemented many more actions that customers should know about.

Tips on Effective Communicating

Here are some foundational reminders about communicating in business.

Connection

Communication starts with a connection. In order to give the customer what they want, you have to connect with them. If you are able to connect on a personal level, even better. Regardless, you need to convey to the customers that they—as well as their wants and needs—are important.

Listen

Listen to your customer—and listen well. Depending on the customer’s communication, you may have to ask very specific questions in order to get them to reveal what they want or need. However, intently listening to your customers will allow you to form a better relationship with them.

Not only that, but you can get some great ideas for how to improve or create new products and services so that you fulfill even more of your customers’ wants and needs.

Understand

Now that you’re connecting and listening to you customer, make sure you understand them. If you don’t understand what they’re saying, ask them to clarify. This isn’t a guessing game, but a two-sided relationship. In order to give the customer what they want or need, you have to understand what it is they are asking for.

Transparency

Be completely transparent with your customer. You cannot earn a customer’s trust or loyalty—or repeat business—if you aren’t one hundred percent honest with them. Tell the customer exactly what you are able to do for them; don’t promise something you can’t deliver.

Deliver

Make sure you can—and do—deliver exactly what your customer is expecting from you. If you promise to deliver something, whether it’s a service, product, or result, then you need to keep your word. In doing so, you will be laying the brickwork for a successful, long-term relationship.

Communication is one of—if not—the most important skill to have when it comes to pleasing your customers. After all, happy customers will come back.

Seven Essential To-Do’s When You Get a New Customer

Congratulations, you’ve landed a new customer! Or, perhaps you prefer the term “client.” Either way, you should be excited; in this particular climate, sparking fresh interest in any kind of business can be challenging. Yet, you did it, and now comes the next part: What to do after you have officially landed that customer/client.

The following essential list of to-do’s will help ensure you not only keep your customer happy but that you KEEP them—period! Take a look; you will discover the list can apply to everyone and anyone.

  1. Welcome Your New Customer

A simple “thank you” goes a long way. Remember, with today’s competition, it is more important than ever to stand out. Nothing will help you stand out more than by showing appreciation to any new customers. Make sure to welcome them and thank them for choosing you/your business. This can be done in person, via card, or even email. Though, written form will likely make a lasting impression. Also, reinforce all of the benefits of choosing YOU!

  1. Make a Smooth Handoff

If you think about it, this new customer has joined your family—let them know that! Introduce them to your staff (i.e. their new family and friends). Specifically, make sure they are acquainted with their person of contact and ensure it is a good fit by all involved parties.

  1. Get Them Onboarded in a Fun Way

During the initial meeting—orientation, if you will—give your customer all of the vital information they will need to easily navigate your business and get the most from your services. This information could include passwords to access certain areas, emails, phone numbers, a glossary of keywords, etc. If you could present this information in the form of a video, even better! Videos are much easier to understand and leave a lasting effect!

  1. Be Their New Best Resource (Goodies Added)

Do you have a new client kit? You should! This kit can include anything pertinent to the relationship with your new customer (i.e. relevant paperwork, files, contact information, etc.). Spice up this kit with some goodies, though! Everyone loves goodies. Make sure to properly read your customer to get a better understanding of their likes, but in general, these goodies could include candy and sweets, candles . . . You get the idea.

  1. Connect with Them on Social Media

Whether it is Facebook, Twitter, or Instagram, almost everyone is on at least one social media platform. Connecting on social media will not only allow you to know your customer/client better but is also a great way to network with “friends” of your customer.

  1. Meeting with the Customer for the First Time

There will come a point when you have that first review meeting with your customer. Be sure to deliver value and explain the service you’ve performed so far. The most essential take away from this step is that your customer feels comfortable and knowledgeable. This is a perfect time to verify any information that may seem unclear or complicated; encourage questions during this meeting.

  1. Ask for a Referral or a Review

The best way to drum up more business is word of mouth. You can ask immediately or want until your relationship has blossomed and become strong. Asking for a referral or a review (or both!) is completely acceptable and a good business practice.

Incorporating these seven items into your new customer onboarding process will get your relationship off to a great start. By showing your customer they are important, you stand a better chance of securing their future business and attracting even more potential customers.

Accounting-Related Policies

Setting customer expectations in your business is essential to gain the trust of your customers, avoid conflicts, and maintain a high level of customer service. One way to set customer expectations is to clearly state policies that are customer-facing. Many of these are accounting policies that we can help you with. The following policies are ones that every business should clearly publish. 

Refund Policy

When customers purchase your products or service and don’t get what they expect, what is their recourse? Your refund policy should clearly state which products and services are refundable. Do customers need to physically return the product in-store or via shipping? What if it’s a service? Are they refunded in cash or credit card? Or is it a store credit? Is there a deadline for refunds?

All of these questions should clearly be outlined in your refund policy.  Your website is a great place to publish it. 

Customer Complaints

If your customer has a complaint, how should they submit it? Is there a hotline to call, a suggestion box, or a form to fill out? If your business and employees are licensed, is there a government agency to write? A notice should be posted on your website and in your physical location describing where to submit complaints.

Shipping Policy

Not all businesses need a shipping policy, but you do if you ship physical goods to a customer location. What is the cost of shipping? What is the expected delivery time? A shipping policy explains this as well as what can go wrong: If the item was never received, what should one do? Must you sign for a shipment? If you return a shipment, who pays the shipping? If an item is received damaged, how do you file a claim?

Payment Methods

While not a policy this customer communication needs to be clearly posted. What forms of payment will you take? If you take a check, what ID does the customer need to show? Do you take some of the newer forms of payment such as Apple Pay or cryptocurrencies? How do gift cards work?

Past-Due Accounts

If a customer doesn’t pay their bills on time, they should know what to expect. Will interest be charged? Will the account be sent for collections? Will someone break the customers’ legs? Will future purchases be cancelled or require a C.O.D. (cash on delivery) payment? 

You might not think of your accountant when it comes to writing these policies, but you should; we can help. A good accountant can help you craft these customer service policies so that your communications and expectations with customers are better than ever. 

What Is Reputation Management?

Reputation management is a relatively new area within marketing.  In a way, it’s similar to digital public relations; it’s the management of a company’s reputation online. There’s also a customer service component to reputation management.

Unlike public relations workers before the internet came along, today’s reputation managers must deal with what customers and other stakeholders publish publicly on social media, blogs, directories, and many other locations online.

A large part of the reputation management function is to monitor and reply to reviews. Company reviews are available on hundreds of sites. The most common places to look for reviews are Yelp, Google Business, Bing, Amazon, and shopping carts.

If a company receives a positive review, thanking the customer in a response is a nice gesture and recognizes their time spent writing the review. It also reassures others that the company is paying attention to customer feedback.

If the review is negative, swift action should be taken to respond, to apologize publicly, and to take the conversation to a private communications channel such as email or direct messaging. Customer service should get involved to resolve the issue quickly and satisfactorily. In some cases, posting a follow-up response to ask the client if the issue has been resolved is appropriate.

 Companies should monitor more than just customer reviews. Sites like Glassdoor allow employees to post job satisfaction reviews for prospective workers.  Companies in industries with chronic talent shortages will want to allocate resources to monitor these sites effectively. 

Reputation management is not all about reviews; it’s also about mentions. Whenever your company name, CEO, or brand names are mentioned, a reputation manager should know about it.

There are now several apps that perform reputation management monitoring so that you’re alerted quickly to reviews or mentions. A very quick free option is to use Google Alerts to scour the web for company name mentions.  Many of these apps also help a business garner more reviews and optimize them to improve their reputation. 

Whether your business needs to worry about reputation management depends on many factors, but hopefully this overview will give you an idea of what’s possible in this space.

Being Grateful

With holidays approaching, this is the perfect time of year to take a moment and reflect on all of the things we are grateful for.  Being grateful may sound a bit trite, but it’s also the number one, hands down, fastest way to bring more positivity and less negativity into your work and life.

Acts of gratitude are selfless and done unconditionally. You can use gratitude as a private exercise of reflection or you can express your gratefulness to show people that they are appreciated.

You don’t have to wait to feel gratitude; you can invoke it proactively. 

If you don’t have a gratitude practice, consider starting one. Science has gotten involved in studying gratitude, especially in the field of positive psychology, and the benefits to health and well-being are enormous. It can benefit your business, too, when you show appreciation for business partners, employees, customers, and vendors. 

Here are five easy ways to bring more gratitude into your work and life:

  1. Think of five clients you can send thank you notes to. You can write them by hand or send a greeting card with a thank you message. 
  1. On your customer service email templates, add a line before the closing that says, “We appreciate your business.” It does make a difference. 
  1. Quick, right now, think of five things you are grateful for and list them off the top of your head. After you’re done, you should feel a little bit happier than you did a few minutes ago.  Use this tool after you feel a negative emotion to move you back into positivity faster. 
  1. ________________
  2. ________________
  3. ________________
  4. ________________
  5. ________________
  1. Find part of your day that you don’t love, such as your commute to work. Change it to your gratitude commute, finding things along the way to be grateful for. You might be surprised how great you feel when you arrive at work. 
  1. Let one of your employees know that you’re grateful for the work they do for you. You can do this verbally, with a note, or with a gift.

When you practice gratitude, you can’t help but feel happy for the things you have in your life.  Try these five things on a regular basis to bring more gratitude and positivity into your work and life.