Best case scenario, you and your business won’t ever run into a hard-to-work with customer, and you won’t ever make a mistake and you won’t ever fail to deliver on time no matter the circumstances. But as we all know, things happen. Things can range from harsh weather, a decimal point in the wrong place, an unmet deadline, to more serious problems such as an accidental breech in confidentiality, a major illness or even death in your company, or any number of reasons why you have an dissatisfied customer despite your best efforts.

• “They may be upset because of billing charges they weren’t expecting, or the product or service wasn’t what they were expecting, or delivery was later than promised, or they misunderstood your procedures and practices, or sometimes it is a genuine error on your part, and there are also times when it is simply a figment of the customers imagination. Whichever it is, how you and your staff deal with the situation will make the difference between a loyal and satisfied customer, and a customer who leaves you for the competition.” – thanks to Brock Henderson on ISP-Planet
  

Assure yourself that customers like to feel satisfied and most times any customer will realize that you are doing your best even if the outcome takes longer or you have to negotiate your rates to meet your customers’ expectations. Very rarely is there that person who goes into the restaraunt (or your widget business) eats a whole full course dinner with dessert, then walks out the door without paying or tipping, telling the hostess that everything was terrible.

Customers who become unhappy but, with your help, are successfully able to transition from unhappy to satisfied, no matter how long it takes, can become your company’s best and most appreciated customer. This may seem counter intuitive but it is plain common sense.

In the arts marketing scene Chad M. Bauman, the Director of Communications at Arena Stage in Arlington (VA), where he supervises the marketing, media relations, publications, sales, front of house and audience development departments wrote in his blog, “For example, how would you handle it if the weather is bad and a single ticket buyer calls the box office to see if they can switch their tickets to another night, and your theater has a policy that only subscribers have that privilege? I would advocate saying something like “normally it is our policy that this is a subscriber option, but the weather today is horrible and I wouldn’t want you to risk the safety of you or your family by trying to get to the theater. I would be more than happy this one time to switch your tickets to another night, as long as there is availability. Please keep in mind when you are purchasing tickets in the future, that subscribers always have this option.” Switch their tickets, mail them the new ones with a note that said–glad we could help out, and we look forward to seeing you at the theater.”

Returning customers are the best customers for several reasons…

1. They require a shorter sales cycle
2. They are a much more reliable investment of your time
3. They provide word of mouth/referral marketing for you

Developing these annuities boils down to customer service, and experienced salespeople know that great customer service is more than simply providing your customers with what they paid for. Great customer service is a matter of making each of your clients feel as though they are the most important client in your rolodex.

Now depending on your business, you may not be able to take your clients out for drinks or a round of golf, but what you can do is be proactive and make a call to check in on them. Return their calls and emails promptly and treat problems that arise with urgency. It’s all common sense really, but surprisingly it’s not common practice.

Taking the time to care for your current clients will pay off in the long run by providing you with quicker closures, and qualified referrals.