During my consultation sessions with entrepreneurs on Customer relationship management, I often ask them to tell me what they think customers talk about them in the market place. When this question is asked, I get a lot of beautiful responses from these entrepreneurs. Then I ask them another question: How many of your first time customers have you converted into repeat customers and, eventually, believers? Only a few can satisfactorily answered this.
In business management, it is an established fact that great customer relationship management is important to the sustenance of a business. But what many people have failed to understand is that great customer relationship management does not just happen; it has to be consciously and vehemently instituted. It has to be a part of your business delivery culture. And the only way to achieve that is to create a Customer Relations Policy document for your business.
A Customer Relations Policy is a part of an organization’s standard operational procedure; it is a document that states how your customers must be treated at all times; it also states how customer centric conflicts can be professionally resolved. This document is very important because it helps to keep your employees-customer relationship in check.
As a growing entrepreneur, you cannot always be around to attend to all your customers. Sometimes, your employees have to interface with these customers on a day to day basis. This document simply tells the employees what is expected of them, and how they should resolve customer related conflicts. It increases customer centric efficiency and quality. It also furthers customer experience.
Your walk in customers can easily be converted into repeat and loyal customers if they are treated well. They can be converted into believers if these great treatments are consistent. And this consistency can only be achieved if Customer Relations Policy is standardized for your employees to live by, to acculturate.
Now, it is common for some small entrepreneurs to think that they are not yet grown to institute this policy into their business. But in order to build your small business into a giant organization, you have to think like the big organizations in the marketplace and model their footprints. You cannot get to where they are without thinking along their lines. Amazon became the fastest and biggest online store because its founders focused on Customer Relations. All their procedures were tailored providing customers with ease. And this was achieved through standardizing their procedures.
You need a Customer Relations Policy document to build your business into a world class brand. Get creative with this process and see lots of amazing changes that will dramatically improve the customer experience in your business.