Your staff look after customers
It’s far cheaper and easier to nurture your relationships with existing customers than it is to find new ones. So in your efforts to win new business, never forget your existing customers. Because they have already bought from you in the past, provided their experience was a good one, they are likely to purchase from you again.
So it’s important to make sure any contact a customer or a prospect has with your business leaves a good impression. Always remember your staff are the company as far as the customer is concerned; everything they say or do contributes to the overall image your customer has of your business.
You should look after your staff
It's a certain fact that noone will ever care more about your business than you do, but making sure your staff and informed and up to date will help build their loyalty, and willingness to contribute to your business success. Think of it as internal marketing.
It's important to ensure ALL your staff, no matter what their role in your organisation, are prepared and informed :
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Make sure everyone has a clear understanding of what your business actually does and that they know the names of your products
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Make sure they have a good enough understanding of who does what to be able to find someone to help customers when they call
- Review all written communications that are sent out, including emails, and provide standardised responses for common queries
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Take time to explain the organisation’s aims and objectives to them
- Provide a clear and simple report to show them how the business is doing
Get your internal communications right
Your staff don’t all have to be experts, but they should all understand the most basic concept of what your business is all about. To make this happen why not consider:
- Providing clear instructions on the way you want things done
- Paying special attention to reception staff as well as anyone likely to pickup the phone
- Creating a staff information pack or presentation for all existing staff
- Giving the pack to all new members of staff as part of their induction training
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Holding cross-departmental meetings to build relationships and enhance understanding and cooperation
Motivate your staff
Good staff should be nurtured and valued. Give them all the opportunity to contribute to the growth and success of your business:
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Listen to and act upon their concerns and suggestions
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Invest in their development
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Consider running a ‘best idea of the month’ award to encourage creative thinking. Encourage ideas for improvements to customer service, or new ways to save costs or bring in extra revenue
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Take them out for lunch once in a while to show your appreciation for their commitment
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Incentivise and reward them for introducing a new customer to your business