Recently we were discussing the importance of good customer service on a forum I frequent. I’m sometimes amazed that in spite of all the studies and findings that confirm that it is much easier to keep a client than gain a new one, many people in business still don’t get it. In the Caribbean, we see a lot of poor customer service, particularly in monopolies, but I’m always baffled when businesses outside of this market structure practice poor service. It is important that companies understand the importance of putting their clients first. I still believe in the old adage that ‘customer is king’ because it is true. In order to serve clients effectively it is important that their needs are understood.

The importance of getting to know your clients.

In order to serve clients well it is important that we understand them. Once we understand our clients we are able to anticipate their needs and provide services and solutions that will best fit them. By showing clients that we take an interest in their business beyond just providing the services we are paid for, we are well poised to convert them into long term clients. Anticipating the needs of our clients can be achieved by listening to them and observing developments or situations that could affect their business. That way, you’re seen as more than just a service provider, but one that takes a genuine interest in their business.

The prized client.

Face it; some of your clients will be more important than others. The best clients are not necessarily the ones who bring the greatest profits now. It may be the client that may have brought you a one-off, short term project but has the potential to bring you a steady stream of income through referrals. It could also be the client that is just starting and has only contracted you for a few hours per month, but is quite committed to taking up more of your services once they have gotten to a point where they can. At the risk of being repetitive I'll say again: It is much cheaper to keep existing clients than capture new ones. Paying special focus to the clients that are most likely to bring the best long term return is therefore essential.

How do you determine your prized client? A prized client is one that:

• Has potential for growth
  • Is not easily affected by socio-economic forces
  • Can provide great references to potential clients
  • Has a need for and stands to benefit from the services offered
  • Appreciates not just your service but your also your contribution to their business

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