Every small business needs customers - the more customers the better!

And the best customers are happy ones.

Likewise, happy people are a joy to do business with. They return to trade again and again; they tell their friends, who tell their friends and so on. Like the widening ripples from a stone tossed into a pond; your circle of influence increases.

Relationship building is the foundation of every successful organisation - from small start ups to corporate enterprise. Every outreach action you take as a business owner, should aim to foster new and strengthen existing relationships.

To grow your business - you need to build more relationships. Quality relationships. Real people. Real Value. Friendship. Trust. One to one.

Today, we ask the question: ‘Why Is Good Customer Service Is Important For Any Business?’

Before we embark, let’s hear a quote from Marcus Aurelius.

He said: ‘We ought to do good to others as simply as a horse runs, or a bee makes honey, or a vine bears grapes season after season without thinking of the grapes it has borne.’

Marcus Aurelius was one of the last ‘good’ emperors of Ancient Rome. He lived from 121 AD to 180 AD. He is best remembered today for his philosphical book ‘Meditations’.

To him, the work of philosophers was even more important than the work of emperors. He valued ideas and thinking, where the ideas within can change the world without.

Time for contemplation is time well spent.

So, what can Marcus Aurelius teach us about customer service in the 21st Century?

Let’s consider his quote again for a moment:
‘We ought to do good to others as simply as a horse runs, or a bee makes honey, or a vine bears grapes season after season without thinking of the grapes it has borne.’

Here, Marcus Aurelius recommends that we should ‘do good to others’ - to give freely, to share selflessly and serve honestly - without concern for any future gain.

We should seek to deliver goodness for goodness sake; to think of others, not of self.

We can learn from observing nature.

Nature is always holistic - it reflects the whole.

Marcus Aurelius knew well, that a lovingly tended vine will always yield the most grapes - and from healthy hives is the honey harvested most abundantly.

According to Marcus, doing good is really the natural order of things. Our impulse to do good should be as essential as a horse's love to run - a joyous, exuberance; a vibrant impulse; to give, and love and share our best with others.

To 'do good', engenders 'goodwill'.

And goodwill benefits to all - including those of us aspiring to grow our business. It is the fruit that grows quietly upon the vine - the rich harvest, the seeds from which grow new vines that produce ever greater yields.

Similarly - real customer service benefits us holistically.

The sale itself is not paramount.
It is everything that goes before it.
It is everything that follows.
It is always 'people first.'

It is unwise to start a relationship, where only the desired result uppermost in your mind.

Aim instead, to establish goodwill in the hearts and minds of your audience and sales will follow like the wine from those grapes Marcus Aurelius spoke about.

Now lets return to our original question:
Why is good customer service important for business?

Well the short answer here, is that customer service is good for the customer - and what's good for the customer is good for you.

Now let's break that down into 8 specific reasons as to why good - no, great -customer service will always bring a significant return on investment.

And - let's take a look at what some of those holistic benefits are and simple actions you can start taking today.

8 Reasons Why Good Customer Service is Important for Every Business

Customer service is the start point of what is sometimes called the 'virtuous circle of business' - where customer service, builds customer loyalty and boosts your bottom line. It is a low cost investment that allows you to provide a real point of difference to your competitors.

Quality customer service should be part of your brand message - where all employees, customers and other stakeholders aim to deliver the best. Over time, this will lead to an increase in marketshare.

Let's get started.

1. Firstly - Grow Your Business By Brand Reputation
In many ways the effectiveness of your customer service policies define your brand's reputation. Are your customers happy? Are they satisfied in all their dealings with you? A good example to illustrate this is - negative reviews. That's when things go wrong - and your customer lets you know about it. We've all read them - and like it or not - people take note of what others say.

If you receive a negative review - don't panic. Take it as an opportunity to improve. Write a reply, tackle the issues at hand and try to offer solutions.

Action Tip - Find simple, personal ways to deliver a positive experience to every lead, prospect and customer.

2. Quality Products & Service
Good service creates an aura of assurance regarding the quality and standards of your products and services.

As people, we associate quality with what is good. If we like the people representing a business - we are more likely to trust their offerings.

Goods - are called 'goods' for a reason. Remember, attention to customers adds real value to all you offer.

Action Tip - Communicate customer care values and your target audience will view your products and services as higher quality.

3. Always People First
Remember Marcus - Be good. Do good.

Think 'people first'.
People before profits.
People really matter.

Everyone likes to feel special. Everyone wants to be heard. Customer service is not ultimately about sales - it is about helping people, working one on one.

Build relationships and you build a business.

Action Tip - Put yourself in your customer's shoes. Discover new ways to make your customers feel important across all touch points.

4. Make Connecting Easy
Make it easy for people to connect with you.

Add clear calls to action. Increase the visibility of your phone number, business address and email contact details.

Do this on across all your communications - from business cards and brochures, to online marketing.

Include testimonials and add a list of frequently asked questions to your website. Keep in mind that your customers are busy, so reduce barriers and open all communication channels. Provide consistent and clear ways for people to reach out and learn more about you.

Action Tip - Use your company Facebook page to connect with your audience, including via personal messaging. Almost everyone is active on Facebook these days.

5. Know the Power of Word of Mouth
Everyone in business knows that word of mouth marketing is the most powerful marketing there is.

A good story, a positive experience shared = real results

A happy customer will tell their experiences to friends, family and personal networks. Make sure the stories your customers tell - are good ones.

Action Tip - Include real customer photos and testimonials on your website. Add 'case studies' - where you can provide a detailed review of a real life customer story - and how your business or service made a difference here.
Ask customers to leave reviews online.

6. Watch Your Competition
Keep your friends close and your enemies closer. While your 'competitors' may not be your 'enemies' per se - it is important to monitor what they do, and find innovative ways to improve on what they offer. Again - this gets back to discovering your real point of difference. But that point of difference must genuinely serve the people who matter most - your customers.

Action Tip - Research customer service processes across your industry. Find simple ways to add new values and your customers will thank you for it.

7. Create Loyalty
Quality customers are long term customers.

Building customer loyalty is a key issue for every business. Attending to the needs of your existing customers is more cost effective than acquiring new leads. It makes sense. Make the most of what you already have.

Action Tip - Provide loyalty benefits and special offers to existing clientele.

8. Grow your Business
Back to Marcus Aurelius.

Think of the farmer with the grapevine. All year long he lovingly tends his grapes. He waters, fertilises, removes weeds and more.

The vine 'thanks' him will grapes - a significant yield that provides a measurable, monetary return for his labor.

Customer service is this process of attending, caring and nurturing targeted relationships.

As the grapes grow upon the vine, so your business will grow - delivering value and profit to you and your customers over the long term.

As both a Roman Emperor and more importantly, as a philosopher, Marcus Aurelius understood the value of people - and that by doing good, we not only serve others - we best serve our community, our business and ourselves.

Nice one Marcus!
Good luck with building your business with customer service!