In competitive markets it’s tempting to be totally focused on new business development – but the real rewards are closer to home.

The simplest way to boost revenue and profitability, is through customer service, retention and loyalty.

Given the critical importance of customer loyalty, it’s astonishing how many forwarders delude themselves, that they are providing amazing customer service

A recent survey found that 80% of the businesses responding said that they provide great customer service, while a parallel survey found that only 8% of customers thought they received great customer service.

Here’s our top 10 tips to create the great customer service experience, which will improve your customer retention, new business attraction and bottom line.

1. Be reliable
2. Say, “Thank you”
3. Be more efficient
4. Show genuine interest
5. Listen to your customers
6. Be accommodating and respectful
7. Follow through with what you say you’ll do
8. Use social media as a customer service tool
9. Respond to praise and complaints using the right tone
10. Make great customer service an engrained part of your business

Develop your service as a strategy with Actualis

Despite the inevitable competitor approaches, loyal customers will come back to you time and again, providing invaluable feedback on your performance as well as supporting you through market fluctuations.

These same customers will become your ambassadors, promoting you through word-of-mouth recommendation.

In building a long-term customer base, you can reduce the cost of new business development and improve your bottom line.

To turn a satisfied customer into an enthusiast you need to offer great service, based on building a strong relationship and a deep understanding of their needs.

Your team need to anticipate and exceed their customers expectations at every turn.

Start with comprehensive training in customer service and ensure that every member of your team understand how important delivering a great customer experience is.

Service needs to be embedded in the culture of the business and the responsibility of everyone.

Price and quality are always going to be important but, in a ‘beauty parade’, it is service that will set you apart and give you the edge over your competitors.

And if service falters; dissatisfied shippers seldom complain, they’ll just get another quote and go elsewhere.

Even though you should be focused on customer feedback and service benchmarking, set up a system for handling complaints, that is communicated to and easily accessible by customers.

Respond promptly to complaints, telling the customer how you have dealt with it and share the issue internally, so that you don’t make the same mistake twice.

Great customer service as a strategy, is a simple effective way to create a competitive advantage, secure customer loyalty and drive revenue.