Customer service is lifeblood of company

Expectations: You need to know what your customers expect. This is a minimal starting point. Do not assume that current level of service is adequate. The next step is to decide what would really make them take notice of your customer-service commitment.!

How do you know what they expect? ASK THEM. Listen and take notes. Hold formal and informal focus groups. Ask friends and family. Ask your staff to add to the list of what makes a customer really happy.

Goals: Base these on customer service delivery. You need to have a vision of what great customer service looks like in your business. Then you set specific, measurable goals. "By January 1, 2002 we will have a 95 percent excellent rating on customer feedback cards that will be given to every new customer."

To achieve these goals you will need to develop the activities required. For the example, you may need to design a feedback card, have it printed, determine when or how you are going to get it to the customer, and tabulate the results.

Set milestones along the way to check your progress. Don't wait until the end of the year to make sure you are on the right track. You may need some adjustments.

Evaluate: Did you reach your goal(s)? If not, why not?

The most critical element is to involve all employees in a customer service strategy. Have them involved in setting goals and measuring progress. Have them submit an idea every month for improving customer service. Make it a part of their job description and their job evaluation. Recognize and reward excellent customer service.

Be sure you know what is happening in your business. So many top managers are so busy doing administrative work they never look at what their employees do. They are totally unaware of a customer's view of their business. Spend an hour each week listening in on customer service phone calls. Meet and greet your customers on their way out and ask, "How are we doing?"

When you do a great job and your customer tells you so, ask them if you can quote them. Write it up, publish it, brag about it, and give credit where credit is due.

Jimmie Wilkins is the director of the Chemeketa Small Business Development Center. The Small-Business Adviser column is produced by the center and appears each Tuesday. Questions can be faxed to (503) 581-6017, e-mailed to This e-mail address is being protected from spam bots, you need JavaScript enabled to view it or phoned in to (503) 399-5088.