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How to build customer loyalty

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Introduction

Customer service is taking care of customers from the purchase of the product/service to the after sales service. It may vary from face-to-face to the Internet. Companies and businesses use customer service to create an overall impression of the company that puts the needs of the customer first, to ensure quality and increase sales and profits over its competitors. Increasingly, businesses and companies have customer service departments whose job role is to ensure the efficient process of delivering customer service, including provision for those customers with special needs. E.g. if the business is a restaurant, then they must serve vegetarian alternatives for the needs of certain customers. All members of staff need to be trained in order to help their customers by providing them with a useful service when they are purchasing goods or services that the business is providing them with. By members of staff being well trained, informed, polite and helpful to their customers, it benefits the business because the customers will be satisfied which generates returns and allows them to make another purchase which eventually increases the business's income and profits. By businesses providing their customers with excellent customer service it's a way whereby they can distinguish themselves from the competition. Customer service is a service to customers before, during and after the purchase of a product/item. Whether it is good or bad is decided by the customers themselves and the use of mystery shoppers. Good customer service: - Staffs are expected to be fully attentive when dealing with what the customers are essentially looking for. - The staff should be fully informed when giving information on a certain product or service. - The staffs also are expected to be polity, respectful and helpful towards their potential customers and be able to help them with their specific needs. - Staff should finally be able to offer extra services to the customers that will eventually help them in being fully informed on the product or service they are purchasing. ...read more.

Middle

Internal customers: Internal customers are the company's employees because they service an interest within the business and they invest their time and effort to the business in return for the opportunity to earn a living. How a business/company deals with its internal customers can be a good method of dealing with its external customers. Therefore, companies and businesses need to take into consideration the importance of their internal customers. There are various methods businesses can use to take care of their internal customers. Just as businesses satisfy the external customers which in turn leads to profit and growth of your business, satisfied employees can also lead to the long-term success of the business. An example of an internal customers are, someone working in the checkout who takes receipt of new till-tolls, the marketing department and the human resource department service internal needs. The various factors that need to be considered are: * Happier and more efficient workforce A happy workforce within a company will be an efficient workforce. This will directly influence the external customers who will in turn be satisfied and happy with the service that the receive and will in turn return for repeat business with the company and therefore income and profits will increase within the business. It is an important essential for companies to improve and keep building good customer relations which are all important factors to all business. It is often the internal customers who identify the external customers' needs. A business that meets the needs of the customers will always remain customer loyalty. * Improved job satisfaction When people work well together in a company, the get the feeling of harmony which often reaches the external customers as well. Work that is produced on time can often lead to bonuses being paid out promptly which can lead to the building of the confidence and motivation of the internal staff. ...read more.

Conclusion

* Loyal customers Customers who are very happy with the service they receive are likely to return to the company for repeat business. They will feel very confident and motivated with the quality of the goods, or the way they have been treated by the internal customers. Loyal customers are important to all companies and businesses especially large known supermarket such as Tesco. Research has shown that it costs on average four or five times as much to acquire a new customer than to retain an existing one. * More customers through repeat business and recommendations Customers who are happy with the service they receive will essentially benefit that specific business by bringing repeat business. This not only enables the company to offer a greater range of products, which also leads to increased sales , but also to more income and therefore an increase in improved profits. An essential of providing businesses with more customers is through "recommendation". Recommendation of a business by a customer is an excellent method of advertising for a business and is most valued. People feel more at ease using a business recommended by someone who has used the product or service and been happy with that specific product/service, than picking a business out of a directory or newspaper advertisements. Recommendation can eventually lead to a cost effective method to save the company money in terms of advertising and special introduction prices. Better public image A company that provides excellent customer service will always benefit from improved trade, more income and an increase in their popularity and reputation. All of these factors will in turn lead to a better public image. People will therefore hear about the efforts being made by the specific business to offer good products (or services) and excellent customer service. For example, John Lewis had provided all customers with shelter when the snow day had hit Oxford Street hard. This was heard all over the news and people started to appreciate John Lewis for having such a good approach to its customers. ...read more.

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