Marketing Blog


5 Step Customer Service Process

customer service performanceStudies show acquiring new customers can be five to seven times more expensive than keeping your current customers. By using this five-step process, you will be able to provide excellent customer service and turn an angry customer into a loyal customer. Here’s how:

Step 1 – Listen
Listen to what your customer has to say and don’t interrupt them. Sometimes the underlying problem may not be apparent from the initial complaint.  By allowing your customer to explain how he or she is feeling, the more information you will have to help them. 

Step 2 – Repeat the Problem Out Loud
Let the customer know that you comprehend the issue by repeating the problem back to him or her. This reassures the customer that you clearly understand the issue at hand.

Step 3 – Empathize, Apologize and Assure
Let the customer know that you understand his or her frustration by empathizing and apologizing for the situation. This will also help dissolve any tension. Next, let the customer know you are going to resolve the issue. If you are comfortable, give a timeline in which you will get back to them and always adhere to that timeline.  

Example: “I definitely understand your frustration and would feel the same way if I were you. I am going to research this situation and get back to you with an update within 24 hours.”

Step 4 – Take Action
Do everything in your power to fix the problem. If you can’t fix the problem within the time frame you promised, follow up with the customer before the designated time to let him or her know you are still working on a resolution. 

Step 5 – Train
Once a problem is resolved, educate your team members or staff on the steps you took to resolve the issue. This will help you come up with a plan to prevent similar issues from happening in the future.

The lifetime value of a customer greatly outweighs the cost of acquiring a new one. Converting an angry customer into a loyal customer is essential in keeping costs down, retaining your customer base and creating new business.


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