Improving customer service

Customer service is about giving customers what they want, when they want it, in the best possible way. If your business provides good customer service, you have a greater chance of keeping and increasing your customer base.

Research indicates that it costs up to 10 times as much to attract a new customer as it does to keep an existing customer.

Good customer service can help your business grow by increasing:

• customer numbers through favourable word-of-mouth advertising
• the dollar amount spent per customer per transaction
• the frequency of customer visits.

You can establish a culture of excellent customer service in your business by planning, developing and sustaining a customer service program. Train your staff to give your customers the highest level of service.

This guide will help you to understand and practise good customer service.