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Customer relationship management (CRM) refers to a strategy to better understand customers and their needs so that a company can have the best interactions possible with them.

Customer service is something very important to every business and its customers. Having a trustworthy and supportive customer service in place is essential to building key relationships with consumers and keeping them as loyal customers in which they can recommend you to other businesses who might need your services.

“Today’s customer really expects a truly extraordinary customer experience. That means your company, your brand and your experiences are not just in competition with people, they’re in competition with everyone”. By Robi Ganguly





Take responsibility – Part of giving good customer service is taking responsibility as a company for if a consumer experiences a product or service which isn’t what they’d hoped for or is a lower standard than they were expecting. Being honest and apologizing to the customer is important when trying to keep good customer relationships and prevent them from not wanting to use a competitor’s product or service next time. Dealing with the problem efficiently and effectively will allow the customer to understand your true concern and effort to make them feel better straight away, rather than leaving them to become more disappointed with the product.

Clear Information – Having a dedicated page on your website to help customers with any concerns over a product or service, whether this is a phone number, email or question and answer sheet is essential. Customers who can find the information easily will be less likely to continue to lose faith in your brand and will hopefully be more understanding when it comes to you dealing with their issue. In addition to this, when they reach out to you via email or telephone, having a response which is clear and efficient, whether this is answering their query or giving them a timeframe of when you will be able to deal with the problem will reassure the customer that you have every intention of helping.

Showing kind gestures – Many customers love to receive a ‘kind’ gesture to compensate for their disappointment in your services or product. After dealing with their issue and understanding what went wrong, apologizing and giving something back to the customer can encourage them to come back and continue using your service or product. For example, giving them 10% off their next order would give them an incentive to use you again and not stray to a competitor. Similarly, this will also show the customer you take full responsibility for the problem and that their opinion matters to you.


Quick Responses – Although being efficient is important when dealing with customer complaints, it needs to be understood that no response should be rushed or include information which you are unsure about. This can cause many mistakes which can add to the customer’s disappointment and often make matters worse. Do not give customers information unless you know from someone with authority or a working colleague that it’s the correct response to give, otherwise this could damage your customer relationship and the brand image.

Over Complicate – When dealing with a customer problem, it’s essential to not make the issue any bigger and resolve it as quickly as possible. Knowing exactly what the issue is before you respond is important so you don’t have to go back to the customer with multiple questions which may come across as insincere and complicating the situation. In addition to this, the customer can as well send an email which you can always go back to refer. However, an automated email may give a response time of 24hours, but this doesn’t take into consideration the number of complaints they may have on that day or other factors which could delay the response time.

No False Promises – Not going against company policies and acting unprofessional is extremely important not only for customer relationships but also ensuring that your customer service team doesn’t get a bad name, effecting your brand. Similarly ensuring that none of the information you feed the customer is false will prevent further disappointment. Customers will make it clear when you have disappointed them or acted in an unprofessional manner and some people could vent their frustration on social media making this visible to a larger audience affecting future customer relationships and brand image.

Overall, a successful customer service team is well led and knows exactly what their customers expect from them. Having an effective approach to customer service management and being able to deal with all types of customers is important in keeping and portraying a positive brand image.

1 comment

  • Comment Link Korkor Friday, 05 February 2021 16:40 posted by Korkor

    Customer Service is Key.
    Like the saying goes..."A satisfied customer, is a loyal customer ".

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