It does not matter how big your company is, if you can’t provide good customer service then you have a problem. How you respond to your potential and existing customers says alot about you and your business.

Two examples from large and small businesses

On the Survive In France network there is discussion about France Telecom and their failings. Some people find their service terrible, not enough communication, poor response times and just lacking in care for their customers. However others have good stories to tell about FT and Orange. The ones that get remembered and spread are about how they fail. That’s human nature.

I am in the market for a house or flat to rent. I need to get it sorted soon as I don’t have much time. I was recommended a business that seems to be run by an English person. Due to the time limit I have I called their phone number hoping I can get on with my plans. There was no answer so I called their listed mobile number. That had an answer phone so I left a message with some details and my number to call back on. That was more than 48 hours ago. Will I wait for them to call back? No, move on to some one else. There are plenty of people out there to choose from.

Is this really a common problem?

I gave two examples but I have heard stories from friends and family where businesses have failed to return calls or just not follow up. This applies to French and Expat companies so it is not just Expat’s who are failing. However, Expats initially prefer to deal with fellow expats, either to give them work and help to support them or because of possible language barriers. The expat community however large can be seen as small and tight. If a business appears to fail to respond or breaks a promise to call back,  then word will spread quickly.

If you are not around to take a call then…

• Use the answering service on your mobile
• Use the answering service on your land line (I sometimes get them as audio files in emails from my ISP)
• Buy an answering machine
• Use Skype, subscribe to the service and get an answering machine
• Get a note pad and a pen, write down details and call back later!

It is all about expectation

If you promise to call back and don’t, you ruin your reputation. You may not be able to because of work or unexpected calls on your time. What you can do is give your new potential customers an idea of when you will call back. On your website contact form state that, “we aim to answer all emails within 48 hours.”. On your answer phone message give some idea of when you can call back. If potential customers have some idea of how long they have to wait – they will wait. Not for ever mind you so ensure you check all messages often.

Keeping in touch with your customers

The Internet provides many tools to keep in touch with your customers. Email is easy, so don’t ruin it by not responding.  You can also use what is easiest for your customers. Not all of them will want to call your mobile, after all that can be costly. So consider using Skype, it’s free to use between Skype users. Many PDA and smartphones can have a mobile version available. You can even have a dedicated number that can be directed to where ever you are logged in.

How about your answer phone message giving alternative phone numbers or perhaps a web page that lists the different communication methods?

Make sure there is an open line of communication so that customers can contact you when they need you. Those who can respond and deal with their customers will keep their customers.

It’s a tough and competitive world out there, how will you stand above the rest?