Customer service experiences, both good and bad, seem to come my way. Each time they do, I learn from them. The latest involves a company (Company A) that registered an Internet domain name in the name of one of my clients. The client company wanted us to design and develop a Web site for it, which meant we needed to renew the domain name. Since Company A had purchased the name, we required information and approval to renew the domain.

I left a message for Company A to return my call with the information we needed. When the owner called, he said, “This is Steve and this is a courtesy call.”

I replied, “That's okay, I can talk now.”

To which he replied, “I don't make long distance calls. Call me back.” And he hung up!

Because we needed the information, I did call back and experienced rudeness and noncooperation. He half-heartedly apologized and indicated that they try to keep their expenses down and don't make long distance calls. To make matters worse, our problem was never solved.

The point is, What kind of a company in today's world “doesn't make long distance calls”?

The answer is, a company that doesn't care. It doesn't care about its customers, about its reputation or whether it will be in business five years from now.

When you have a pleasant customer service experience with a company, it's usually because of the little things that make you feel valued and important to the business. On the other hand, it's also little things that can force you to take your business elsewhere.

Here are some “little” ideas to keep customers with exemplary customer service:

• If your business is looking for ways to cut expenses, choose areas that do not directly affect customers.

• Look for inexpensive services that will enhance your business — for example, a toll-free phone number if you do business outside your local area.

• When you plan to be out of your office for an extended period of time, let all your customers know.

• If you're providing new services, inform your present customers. It's much easier to sell additional services to your current customer base than to begin selling services to new customers.

• Never be rude!

• Ask your customers if there's anything else you can do. This simple question offers the customer the opportunity to be heard. And it may give you ideas for additional services.

• When your phone rings, make the conscious choice to be pleasant and helpful.

• If a customer has a problem, take it seriously, not personally. That way you'll keep your eyes on the goal of solving the customer's problem and not become ensnared in the emotion of the issue.

• Learn something about your customers that can spark a conversation.

• Are signs that are hanging in your establishment worded negatively? Here's an example: “Employees must adhere to safety rules. No exceptions!” How about a rewording? “Our safety policies are here for your protection. Please follow them carefully!” Positive signs have an impact on how employees handle customers.

• Word-of-mouth advertising from your customers is invaluable. Do something helpful and unexpected at each contact with the customer.

• Give something to your customer such as information, referrals and new ideas.

• Have fun in your business and let it show!

Are you doing anything that sends the message to your customers that you don't care? Or do all your interactions say, “We care. We're here to help you”? I hope it's the latter!

June Van Klaveren, Compelling Communications Inc., offers marketing and customer service to help her customers attract and keep more clients. She can be reached at 800/779-0067 or through the Web sites www.compelcom.com and www.TheEdgeUp.com.

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