Pastor Welcome Thamsanqa Mlungisi Dlalisa
Last week we started a new series focusing on customer service and customer care. We said that customer service is important because it is not easy to get new clients. In fact, it is also more costly to get new clients than to keep your existing clients. Furthermore, it is cheaper to advertise through your existing clients because you do not pay them to market or promote your business. Your existing clients are more believable in their marketing than you can ever hope to be, in the eyes and ears of your potential clients.
In this article, I will also continue highlighting reasons why customer service is important to all entrepreneurs. We specifically highlight the benefits to every entrepreneur who gives good or excellent service to his/ her clients.
1. It reduces negative word of mouth, and negative publicity
Clients do talk. They talk among themselves and also talk to your potential clients. What they say about you matters a great deal and can affect your growth as a business. So, it must be the priority of every entrepreneur to ensure that you give all your clients ‘a good story to tell’, so to say. If you do not treat them right, then they will talk badly about you and your business and your growth will be affected by that.
2. It’s a leading indicator of consumer repurchase intentions and loyalty
If you service your clients, you treat them as individuals and not as numbers. That way, you make them, individually, feel very important. Once they feel valued, they come back for more. Retaining every single client is important for business survival and business growth. Their satisfaction levels tell us whether they will come back or not. Therefore, it must be the assignment of every entrepreneur to ensure that every client leaves your business premises fulfilled and happy.
3. The best customer service builds trust
It is true that clients tend to come back more frequently to a place where they are treated well. The reason they do this is that they feel valued and cared for. In return, they put their trust in your company to meet their needs. Once the trust element kicks in, you have loyalty and clientele for life. At this stage, your clients do not mind travelling a long distance to buy from you. In fact, the price of your products stops being an issue or consideration before they buy from you. Trust becomes the foundation for all purchasing decisions.
4. Customer service matters more than price
In the majority of cases, people compare prices of goods before they make purchases. They move from shop to shop just to make the comparison. However, once they feel cared for, loved, valued and recognized individually, they stop price comparison. As a matter of fact, as indicated above, they now buy based on loyalty and relationship. Therefore, servicing and treating your clients well is very important.
5. Good customer service reduces problems
The other benefit is that good service to your clients reduces customer complaints. They tend to be more tolerant of your mistakes than they otherwise would be. The mistakes or even delays that happen when you have been good for some time can be tolerated by your clients. You basically get fewer problems or complaints from your clients once you get this one right.
6. It shows customers you care at another level
Good customer service tells all your clients that you care. It is not about what you say, but what you do. Treat your clients right, then they will also treat you right and buy your products.
So, customer service is one of those foundations that are critical for running a successful venture and achieving sustained business profitability.
In order to help the entrepreneurs of Tembisa to implement what we are learning via these articles, I have set up what I call the JOSEPH ACHIEVERS MENTORING (JAM) programme. The programme is based on Joseph in the Bible, who rose to prominence despite his background. I am encouraging all Tembisa residents to join it. This programme is aimed at supporting all the residents of Tembisa but it targets mainly young entrepreneurs, young professionals, university students and high school learners. It offers a range of support initiatives including career guidance, training and mentoring. Many have enrolled for the programme and receive business management training and mentoring. I challenge you to enroll for JAM in order to propel your life or your business to new heights. To register for JAM, send an email to dlalisa.rhi@gmail.com or call the number below.
For more information, contact Pastor WTM Dlalisa on 083 395 1165.
Call to action – To read more articles in the Entrepreneur’s Brew series, visit our website.
