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Customer Care Is Necessary For Business Success

How Important Are Customers?

Customers are the lifeline of any business or organisation. Customers are the most important people for any business or organisation.

Your prospects ( customers ) determine the success of the business because the organisation depend on them to buy or continue to patronise the business.

Organisations are influenced by how the market works because;

  1. they are completely dependent on selling their goods and services.
  2. they are completely dependent on their customers.
  3. they have to compete with each other to survive.

Customers will choose organisations who best satisfy their needs.

The most important question to organisations is– What Business Are We Really In?

The answer is pretty simple; Organisations are in the business of satisfying their customers.

Who Are Customers?

Customers are;

  1. The decision makers.
  2. The beneficiaries of your services.
  3. The users of your products and services.

Your prospects are not just the people who buy products, there are internal and external customers.

For an organisation to survive, it has to care for its external customers first. The internal customers are those who work within the organisation.

What Do Customers Want?

Customers want the highest satisfaction when using the organisation’s products and services.

There are three (3) pillars of customer satisfaction, which are;

(A) Product factors

  • Product range
  • Pricing
  • Quality and specifications
  • After-care services

(B) Human factors

  • Skills and knowledge of staff
  • Attitude and behaviours
  • Getting things right

(C) Convenience factors

  • Location
  • Delivery schedules
  • Online services
  • Payment arrangement

SEE HERE [ Focus As A Competition Strategy In Marketing ]

Role Of Managers In Ensuring Customer Satisfaction

Total customer satisfaction should start from the organisations top management. The top management is responsible for establishing the organisational culture, standards and resources to ensure the smooth operation of the organisation.

The management has authority to make policies and decisions if the policies and systems are customer oriented that will support a customer care culture.

Customer Care trust logo on a woooden slate
People Buy From People They Trust

Human Factors In Customer Service

The customer care service representative in any company is the first line of contact and must possess at its peak the A,B and C of customer service, which are;

  • A– Attitude
  • B– Behaviour
  • C– Competence

The attitude is influenced by the organisational culture while behaviour may be influenced by the staff competence.

Telephone Communication In Customer Care Satisfaction

This is another aspect of customer care which requires that the customer care representative must have a very sound speaking and listening skills too attend appropriately to customers.

Caring for customers is necessary to make sure that the customers are satisfied.
Customer Care Is Necessary For Business Success

The Do’s

  • Answer the phone promptly
  • State the organisations name
  • State who you are ( customer care representative )

Then listen and list carefully, prepare the necessary information and concentrate on solving the problem.

The Don’ts

  • Do not allow the phone ring for long time.
  • Don’t only say ‘Hello’
  • Don’t listen while doing something else
  • Don’t forget to take notes
  • Do not forget your promise

Dealing With Customer Complaints


  • Listen carefully
  • Be sympathetic and
  • Concentrate on solutions


  • Do not offer excuses
  • Do not argue

Implementing Customer Care And Measuring Customer Satisfaction

Caring for customers is necessary to make sure that the customers are satisfied. A firm or business can measure the extent of customer satisfaction through;

  • Customer’s survey
  • Organising conferences for customers
  • putting up a customer suggestion box 

Below are two ways to improve customer service;

  • System improvement
  • Skills improvement

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