Great Customer Service – The New Marketing Team

Great Customer ServiceIf  you are a small business owner, you understand how critical customer service is to your clients. Maybe it needs to be incorporated into out marketing plans.

Yesterday, I was reminded of this fact after I visited my Doctor’s office for an 11.30am  appointment and I finally left at 1.10 pm and the actual visit and consultation lasted 5 minutes. As a result of this experience, it will probably be a year from now, before I think about visiting my doctor’s office again. Also, their process of forms and entering data takes so long and is espciall frustrating when there is a line of people waiting to check-in.

In 2012, I am looking carefully at this area and I have been able to see huge returns in the way we are getting new client accounts and servicing our clients. In addition, by meeting with our client service team, I am finding out more about issues that our clients are pointing out and we are able to resolve a number of these issues. I am going to continue to look at our client services staff as a new marketing team and challenge them to work closer with clients to meet their needs. So far this plan is really making a difference and I am seeing results in the following areas: more new accounts in 2012, more issues communicated and resolved in 2012 and a happier client service team, because their issues are being addressed in 2012.

Here is a list of items to consider that if you look at and improve, you may be surprised at how many more new clients you will receive.

  • Make sure your client service representatives are getting back to clients in a timely manner through phone or email.
  • Meet with your client service staff on a regular basis and see if there are opportunities for improvement.
  • Develop training guides or documents that explain the features of your products and services.
  • Seek client feedback and record the comments to see where improvements can occur.
  • Answer the phone with a live voice
  • Make sure your address and phone information are located on the “Home” page  of your website for easy connection
  • Make your website mobile or create a mobile site with fewer words and some easy actions

I am finding out that if you spend your marketing dollars into looking at ways to improve customer service, those dollars pay off quicker than a new direct mail campaign or introduction of a new product or service.

 Picture via SpAvAAi

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  1. Brent Pohlman says

    Thanks for your comments. Customer Service is very important in the grand scheme of marketing.

  2. says

    Love it.

    Someone in my past liked to say “you cannot manage what you don’t measure.” I’ve found this to be true on many occasions (perhaps because I create and sell tracking software!) I recommend you use your CRM system to track the touches your customer service folks make so you CAN measure the metrics you’ve set forth. Use these measurements as an objective management tool.

    Shameless plug – we haven’t talked in a while but if you need help with a CRM system – look me up.

    Take care,

  3. says

    Hi Brent,
    You are right on the money! Look after your customers,spend time and money on it.It cost less to look after your existing customers than finding new ones! The product of great customer service is word of mouth.The best part then is you then get more customers!

    Have a great day Sir!

  4. Brent Pohlman says


    I like the word “experience” a lot. You are right on with that word. Thanks again for your comments.


  5. says

    Brent, again you are spot on! As I would say, #samerules with the #newtools. The fundamental reasons customers enjoy working with a vendor is because of the “experience” they have. If it is a positive experience, you are 80% there to retaining your client. Simple things like answering the phone with a person, returning the calls, and even saying “thank you”, are easy to implement.

    Without spending money or hiring staff, I bet you can find someone, or someones, in your office who can share the duty of answering the phones. It does make a difference and doesn’t even require you to juggle Twitter, LinkedIn, Google+, and Facebook at the same time. You can use the #samerules that have been around forever, and the #newtools of social media to amplify your focus on the customer experience. Thanks, Brent.