In years gone by customer service used to be just common courtesy if you owned a business. If your friends and neighbors patronized your business you were only to happy to meet their expectations and treat them fairly and ethically. But customer service has recently become optional, almost a lost art, in the world of business. My dad was in retail his whole life and I remember hearing him say constantly “the customer is always right.” Whatever happened to that idea?

If you want to grow your business providing the best customer service possible is vital. In any business customer service issues will arise, there is no way around that. But how you handle those issues can make or break your business. The following 10 tips will get you headed in the right direction.

1. Return phone calls promptly. You spend time and money on marketing to drive customers to your business so don't drop the ball when they arrive at your doorstop! Be sure to return all phone calls promptly, preferably within 24 hours. Don't leave people hanging for days on end! Since you are probably not the only person in the world that provides your particular service or product, and since no sense of loyalty has been established, potential new customers will seek out someone else in the same line of business and call them. If this happens you most likely will have lost them as a customer forever. If this is an existing customer, you run the risk of losing future business by not getting back to them in a timely manner. Whether it be a phone call from a potential new customer or a current customer, make sure to get back to them promptly!

2. Follow up. This goes hand in hand with returning phone calls in a timely manner. If you promise to follow up and get back to a customer, make sure you do so! If a customer calls inquiring about a specific product or service their interest is at its peak when they make the call. If you wait too long to get back to them you may find that their interest is not quite as high and you may lose a customer. The same is true if a customer has a customer service issue. When that customer calls regarding that customer service issue they are expecting resolution. If you do not follow up quickly with them they may become irritated or frustrated making it more difficult to resolve the issue. By following up quickly the customer will feel valued and be much more agreeable in resolving the problem.

3. Always go the extra mile. Always strive to wow the customer when resolving a customer service issue! Whether it is giving them free or discounted shipping, a discount off their next purchase, or a free gift, customers always remember those businesses that make them feel valued. So make sure to exceed your customer's expectations. This will create a sense of loyalty and appreciation in your customers who will return again and again to your business and bring their family and friends as well. Whatever the cost of the small gift you offer it is it is a good investment that will come back to you ten fold.

4. Be ready to do whatever it takes. If there is a customer service issue, ask what you can do to make it right so that you can retain them as a valued customer. Ask them what their expectations are in handling this issue and then meet, or exceed, those expectations. Always follow up customer service issues with either a phone call, a letter, or email thanking the customer for allowing you the opportunity to live up to their expectations or make things right for them. In a world where customer service has become rigid and policy laden, being able to do what it takes (within reason of course) to make things right is a breath of fresh air!

5. Never argue with a customer. Arguing or getting into a conflict with a customer is never productive. So just do not do it! If a customer is particularly pushy or confrontational do what you can to diffuse the situation without creating more conflict. If this is not possible then you will most likely lose this customer anyways. Losing them without stooping to the level of arguing or name calling will at least let you walk away with some dignity. Sometimes knowing when to walk away is an important tool for a business owner.

6. Treat the customer as you would like to be treated. It sounds so obvious and you have heard it so many times before: do unto others as you would have them do unto you. But it is sound advice. Put yourself in your customer's shoes and look at their problem through their eyes. Try to think of a time when you were a customer confronted with a problem with a product or service and were treated as if your problem was not important. How did you feel? Try to avoid recreating that feeling in your customer.

7. Always be honest with your customers. If you make a mistake own up to it, don't try to blame it on someone or something else. Likewise, if you don't know the answer to their question, admit it and let them know you would be happy to find out the answer and follow up with them. Customers appreciate honesty much more than excuses or cover ups. Since we all make mistakes customers can relate to this and are much more likely to be forgiving, making them easier to deal with in resolving the conflict.

8. Let them vent. Often a customer is feeling frustrated about their problem and needs an outlet for that frustration. As unfair as it may seem they may take that frustration out on you without meaning to. Give them the opportunity to vent a bit. (Keep in mind that verbal abuse should never be tolerated in a customer!) Often in their venting you will hear something that might give you a clue to how to make things right for them. Most customers are not terrible people and are much easier to deal with once they have had the opportunity to be heard. Customers may even apologize for taking it out on you. If the customer feels that they have really been heard and that you are sensitive to their needs, it makes them feel valued. Never tell a customer their problem is not important or to calm down! This will only add fuel to the fire and escalate matters! Rudeness and a lack of sensitivity are never a part of good customer service.

9. Never make your problems your customer's problems. You may have had a bad week and are feeling the stress but do not make your problems your customer's problems. Your customer does not care if you car broke down, your Great Aunt Sally is in the hospital, or your dog is sick. Why should they? Don't make the mistake of sharing your problems with your customers. Keep it professional.

10. Make exceptions when needed. Be willing to think outside the box when it comes to any particular customer service issue. Having standard business policies is great but not every situation is covered under standard policy. Nothing says to a customer “you are not important to me” like the words “sorry, that is not our policy.” Be willing to make exceptions to live up to your customer's expectations.

It is said that every person, whether they realize it or not, has a circle of influence of about 100 people. That is 100 people that could hear about your business from a single customer. Take steps to ensure that what they hear about you is positive rather than negative and your business will flourish!