Methods of good customer service
The sales process
A businesses need to ensure that its sales process focuses on keeping customers happy at each stage. The sales process may include:
- finding potential customers
- approaching potential customers
- investigating customers’ needs
- presenting products on offer
- closing the sale by getting the customer to make a purchase
- post-sales service
Excellent product knowledge
Every member of sales staff should know all the features and benefits of their company’s products and services. This will help them to match the right product or service to the needs of each customer. It also means that the members of staff will be able to answer any questions customers have. For example if staff selling laptops know their features and prices, they can suggest a laptop that has features a customer needs for a price they can afford.
Customer experience
Employees should try to build relationships with customers. This can involve being polite and friendly, and listening to customers.
Businesses should also ensure that the facilities offered to customers, such as fitting rooms or waiting areas, make the customer’s experience of the business more enjoyable. This makes customers feel like they are valued by the business. A good example would be a car sales dealership which provides refreshments to customers while they are being helped to choose a new car.
Businesses can also offer extra features to make customers feel special. These could include next-day delivery, free gifts, loyalty cardCards given to customers by larger stores, often supermarkets. Points are added to the card with each purchase. These points allow customers to claim discounts or other rewards at a later date. or click and collectA system of fulfillment where a customer orders online and collects the product in store. .
Post-sales service
After a customer has purchased a product, the business may need to provide an ongoing service. This could include:
- user training – showing the customer how to use the product, eg giving a demonstration on how to use a new laptop or TV
- helpline – giving the customer access to a telephone line which they can call for help
- servicing – some products require regular services to keep them running correctly, and businesses can contact customers when it is time for these services to happen eg a car may include a service package that lasts for the first three years
