Building Customer Relationships

Small businesses are nothing without their customers. And repeat customers may be the most valuable partners of all: they tend to spend more, generate more referrals and be more receptive to buying additional products or services.

It is a commonly quoted saying that 20 percent of your customers provide 80 percent of your business - so, using your customer management software to nurture great relationships with that small but loyal proportion can yield great rewards.

Here are some ideas for building strong customer relationships:

Keep in touch

The methods you use to keep in touch may vary, depending on the client and the type of business you run. It could mean calling on a monthly basis to check how things are going or sending a card on the customer's birthday.

Or, it could involve sending a regular email newsletter to valued customers to let them know about new and interesting deals. These communications - which may be coordinated using your customer management software - can offer incentives for renewing an order, committing to a bulk purchase or paying in advance. You may also want to consider including interesting content related to your sector.

Anticipate their needs

One key to delivering outstanding customer service is to anticipate what someone will want before they even think to ask for it. Not only will this win your loyalty, but it can also help lock in valuable reorders and sell additional products based on a person's buying history. You can gather information on your customers by tracking their purchase habits in your customer management software.

You may also want to send out a survey to your best customers, asking them about what they like and don't like about your products and services. Make sure you include opportunities for providing negative feedback - these suggestions can show you how to improve your service.

If you have employees, holding regular meetings to discuss real-life customer service scenarios can help generate ideas on how to better serve people's needs. Meanwhile, keeping abreast of changes and new technologies in your sector can also give you ideas on how to enrich customers' experiences.

Be available

If your customers have a query or complaint, how would they be able to reach you? Ensure your contact information - including phone number, address, fax and email - is on all marketing material associated with your business, as well as on your website and invoices.

Consider instituting a policy for a reasonable time period in which to respond to customers. Even if you don't answer every email immediately, people will appreciate getting a message letting them know they can expect to hear back within 24 hours.

Building customer relationships online

Demonstrate your website is secure. If you sell products from your web page, let your customers know that you use a secure server and will encrypt their credit card details.

Be clear on policies. Prominently display your company's policies on buying, using credit and returning items on your firm's home page. Also make sure you have a privacy policy and the software to back it up.

Ask their permission. Before using customer data for marketing or other purposes, obtain their permission. And remember that many people prefer to be asked to opt in to receiving offers - even from their favorite companies - rather than having to uncheck a box to opt out.

Answer their questions. Many people appreciate having access to a frequently asked questions page in the absence of a flesh-and-blood human to address their queries. Making your entire site searchable will also help people find what they need.

Promote yourself. Web testimonials help generate confidence in your products or services. Solicit comments from satisfied customers that you can include on your website to build trust.

Be flexible

The old adage about the customer always being right still holds true. To truly impress your customers, look for ways to fulfill their requests, even if it means stepping outside of what you usually offer.

Similarly, if a customer complains about a product or service, it is in your best interest to do whatever you can to rectify the mistake. Going above and beyond will leave a lasting impression.

Show them your appreciation

Some companies spend large amounts of money courting new customers, while their existing base never receives an incentive to stay. Think about ways you can reward your customers for staying with you, such as offering a discount for spending a particular dollar amount in one order, or sending them a free gift for renewing their regular order. These efforts can be organized using your customer management software.

Even small gestures can make an impression. Remember to include a "thank you" every time you send out an invoice. If you have the opportunity to include a personal message, do so for your most valuable customers.