Few new business owners think about having a Customer Service Policy in place. Most of them start to realize it is needed when questions and complaints are coming. Therefore, in advance, please write the rules and make sure you communicated them across the organization – especially to the Customer Service Team, if applicable. 

No More Treating Customers Like You Would Like To Be Treated

This was a Golden Rule for ages – treat your customers in a way you would like to be treated. Nowadays, you have to not only treat your customers like THEY want to be treated but also you have to exceed expectations. And to make things more complicated, you need to be professional even if dealing with customers who do not even deserve it.

The more complaining customer, the more pro you must be. These are the people who can harm your brand as they are usually very desperate in achieving what they think they should receive – often even against internal policies or law. 

Create a Service Policy For Each Step Of a Customer Lifecycle

There is a clear framework of the so-called customer lifecycle. It consists of the following steps:

  1. Aquire
  2. Retain
  3. Monetize
  4. Reward
  5. Reactivate
Create a Service Policy For Each Step Of a Customer Lifecycle

Now, I will walk you briefly through these phases in terms of service.

Phase 1. Acquire a customer

During this phase, you are making your effort to attract your customer, so he wants to get in contact with you. In terms of service you need to:

  1. Introduce yourself to the customer. 
  2. Ask them their name. 

These two activities are essential to keep the communication going. Imagine that you are meeting someone you want to do business or offer support, and you do not know your names. Having your potential customer’s name shortens a distance and enables you to deliver the personalized offer. What is more, it might be a source of additional information to some extent – gender, nationality.

Therefore, set the rules on how your employers introduce themselves and how they introduce your company when contacting a client.

Phase 2. Retain

In this phase, you want to keep your customers with you. You are not trying to sell anything. You are building a good flow between each other.

To achieve it you can:

  • Send personalized mailings revealing additional secrets of the business, answering their questions and doubts
  • Invite them to special in-store events as a VIP shopper
  • Ask to fill a survey so that you can adjust your offer to him or her

Phase 3. Monetize

During this phase, you want to make your customer feel comfortable enough to proceed with his product to checkout. Also, during the checkout process, you want to reward your customer for purchasing your product or service – you can offer him or her irresistible discount for another product or loyalty points. 

Make sure that you offer a variety of payment methods (at least the most common one in your business and localization) – you do not want to lose money just because of accepting cash only.

It might happen that your customer decided not to finalize a purchase. It is the so-called moment of truth when you need to catch him and ask for the reasons giving at least some additional freebie. Firstly, you are doing so, to improve your service in the future and secondly, to make the impression that you care about customer experience – what you do indeed! Remember that word-of-mouth is powerful, so the better you walk through your customers, the better for you.

At the end of the transaction, remember to thank your clients for purchase and wish them all the best.

Phase 4. Reward

During this phase, you want to remind your customer that he is the most critical person in your business – and indeed, he is! After purchasing a product, introduce him to additional rewards. We had classes about Rewarding Your Loyal Customers, so you are aware of this point.

Phase 5. Reactivate

In this phase, you are approaching your less active customers. It is still cheaper to reactivate a customer than to gain a new one, so regularly check your base of customers and their activity. You can do it based on Google Analytics, Payment Services you are using, through email newsletter openings, and clicks.

Support Clients If Needed

Make it super easy for clients and customers to get support and respond to them promptly. Have your guarantees and refund policies clearly outlined on your website or contract. Always be professional and avoid escalations at all costs.

P.S. In case you would like to know what the article is about, please find the summary.

  • Firstly, you are aware of having your Customer Service Policy to be written down and communicated across the organization
  • Secondly, you understand of having clear rules of dealing with customers on every phase of a customer lifecycle
  • As a result, you have written your customer service policy
On