You Can Reject Customer Demands and Still Build Your Brand

John Krautzel
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Focusing on customer service is an essential tool in growing your business. However, as customers become more demanding, it can be challenging to satisfy every single request. Focus your efforts on learning more about how to retain loyal, valuable clients without sacrificing your company branding to put your business in the spotlight and gain recognition for your products and services.

A necessary element of customer service is knowing how to make difficult decisions. You cannot possibly satisfy every single client in every way, but if you focus your efforts on improving the service you provide generally, you can keep your company branding strong. In a society where customers actively seek out more from vendors, it is tempting to offer more features to beat out the competition. Instead, focus your efforts on troubleshooting problems to provide the best customer service possible. Any product line that needs improvement should be your primary concern rather than piling on new features to attract new clients. You can build loyalty instantly by taking a step back, identifying issues that your clients are facing with your product or service line and handling those effectively.

Seek out data to gain a better understanding of what your customers need and desire. Conduct surveys and customer service satisfaction polls to identify areas that need to be improved. Listen to your customers so you don't miss out on opportunities to improve your service and your product lines. This data should drive any decisions you make about how to change processes, offer services and improve products. Customers who feel as if they have input in how your company operates become more loyal to your products and services, which ultimately improves your brand and hence your sales. Create a variety of ways for customers to provide feedback to achieve this input. Launch an app to request customer feedback, provide online comment forums and generally make your company accessible for clients to provide input on your offerings.

Be realistic about what you are able to provide for your customers. Instead of rejecting customer feedback, explain clearly what your company is able to provide and any limitations that exist. It doesn't make sense for your company to take a significant loss to provide a product or service that is not profitable, so be honest and open with your customers when explaining these limitations. Focus on what you can provide to the customer and provide alternatives to meet their needs. Customer service should rely on pleasing the customer while acknowledging the limitations that exist. Companies who communicate with their client base in an open and honest manner often gain more respect and, ultimately, loyalty, from their customers.

Customer service is a crucial element of running a successful company. However, it is not always possible to please each and every client. Focus on running your business honestly and openly, and communicate with customers to gain respect, loyalty and improve the transparency of your brand.

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