It is well known that forward looking companies focus on their customers and recognise regular dialogue with their customers is crucial in achieving growth.

Some businesses have simple relationships with their customers / clients. Satisfaction can be measured in the quality of the product delivered, the method of delivery of the product and whether customer expectations were met.   

In Service organisations this may be more complex as several different people may interface with the customer during the process (a hotel for example). What is important is that everyone in the business should portray a consistent message to customers and optimise the delivery of service. Everyone engaged in a customer relationship should be trained in the message and have good interpersonal skills. So how do you improve your customer satisfaction and deliver exceptional service? Firstly find out what your customers / clients really want. This can be done before during and after the delivery of the product or service.

Before you do anything try and find out what your customer or client expects and their timelines. Discuss (if you can) the process and manage their expectations. Keep customers / clients updated on the progress of their order and let them know how things are progressing. After delivery ask them how it went? Use the telephone, postal questionnaires, on line surveys, feedback forms, face to face meetings etc.

It doesn’t really matter what techniques you use what is important is that you ask customers / clients how they feel about the services / products you have provided.

Once you start regularly getting feedback then you can examine what you need to do to change and therefore retain your competitive edge and successfully grow your business. The key questions to ask yourself are:

1.    What do my customers really need from me?

2.    Are we meeting those needs first time, every time?

3.    If not, why not? and How can we improve?