Small businesses should not feel that they can’t do a stellar job in customer service because of limited resources. In contrast, they can use their smaller size to their advantage. If you’ve ever ordered from a small business, such as something handmade on Etsy, you may have received a personalized thank you note. A handwritten note with your name can really set the tone for your relationship with a business.
A massive corporation, on the other hand, may not be able to compete with that. It would be impossible with the sheer volume of orders. Orders are often processed on conveyor belts moving from person to person. You are usually a barcode, not a human with a name. Here are some other ways a small business can go above and beyond to earn a gold star in customer care.
1. Save Your Customers Time
The larger the business, the more hoops a customer may have to jump through to get a solution. As a startup, you can try to keep all small business invoicing and communication in one place, so you don’t miss anything. When a customer gives you their phone number or email, you should be able to pull up their complete order history. This way they don’t waste time repeating themselves to every agent. Call representatives should be able to make notes in the system, so the customer feels heard.
Aim for one-contact resolution to most problems. Try to give adequate authority to call reps so customers don’t have to wait on hold while they are re-routed to a manager and then need to wait and repeat themselves. Many may just give up and not give the company another chance. With empowered call reps, customers are not bouncing from one department to another, and your customer service reputation benefits.
Without sounding like a nagging mom, make life easier by reminding customers of appointments. Just like the dentist’s office sends you reminders for your annual cleanings, you can do the same for an oil change, a manicure, or even a flu shot. Make it easy for the customer to schedule the appointment online 24/7. This way they can schedule the eye exam from bed at midnight rather than forget during regular business hours when they are at work themselves.
2. Be Convenient for Customers
Customers should be able to access your business 24/7 for simple information, such as order status and returns. Utilize the power of artificial intelligence to train chatbots so you don’t need to pay reps round the clock. Make sure the bots save your customers time rather than create more hassle and frustration.
You could consider outsourcing customer service to a virtual assistant or offshore business that can save money instead. However, make sure there are no language barriers and your customers can communicate efficiently with the reps. You don’t want to be penny wise and pound foolish by losing customers over cheap customer service. Many studies show that customers value experience, and not just the product or service.
Customers like the fewest number of steps and spending the least amount of time. If your clothing brand wants to compete with Amazon free returns, don’t make exchanging an item a tedious process. Include a prepaid return label with every order. Make it easy for customers to item in their mailbox for pickup by the post office. That means no extra trips and no printer required.
3. Personalize the Interaction
Customers love receiving a handwritten note compared to a generic packing slip churned out by a machine. You can take personalization a step further by sending them an email on their birthday or a holiday. Many email services allow you to easily customize the first line with the customer’s name. Send them anniversary coupons from the date they ordered from you. If they haven’t ordered in several months, send them a “comeback” coupon code.
It is usually easier for small businesses to remember the customer or order, so this is another advantage. If a textured art piece got damaged in the mail, you might remember you made it last month. As the owner or only person handling the small business, you can resolve the issue quickly since there is no red tape. Customers may like to be communicating directly with the owner or creator. Your compliment goes straight to them and so does your constructive feedback. It doesn’t get lost in the sheer volume of transactions.
4. Follow Up
After a customer has contacted you with positive or negative feedback, do remember to follow up. If they left a five-star review on their purchase, acknowledge it and thank them for taking the time. This should encourage them to leave reviews in the future too. Reviews have become a very important factor for online customers to decide which product to add to cart. Many buyers look for verified reviews and make decisions accordingly.
Similarly, don’t take negative feedback personally. Take it as a learning experience and improve. If a customer is upset they didn’t receive their order, use a delivery service that takes a photo of the package on the porch for proof. Or give the customer the option to add a signature on delivery for expensive items.
Capitalize on the smaller scale of your business by providing personalized interactions. Make those initial customers into loyal clientele who will stick with you as your enterprise grows.
