Top tips for building strong customer relationships

How many times have you had a dreadful customer experience? Indifferent attitudes, lazy or sloppy service, feeble follow-up and reactive behaviour frustrate us. Naturally, when we receive bad service we talk about it to people we know who then pass on the knowledge. The reputation of the business concerned loses brand value and sales through poor credibility and a loss of trust.

How can you make your teams and business stand out from competitors? Is the opposition stealing a march on you by being more responsive to the downturn because the perceived reputation of their people is better? Remember, people buy people. Here are 10 tips for becoming "the ones to go to" in your marketplace:

1 Never compromise on service. People trusted you when they "bought" you and feel let down when you disrespect that trust. Underline and grow your reputation by making your service shine above others.

2 Ask employees how they would run the business. Staff need to understand the importance of their expertise and contribution. This is vital for success and will also match the expectations of clients.

3 Track challenges, actions and results. Ask a team leader to compile notes of all projects, how they dealt with them and the results. It's good for clients to see success, and for bosses to be reminded that teams have achieved excellent results.

4 Make sure everyone looks great. Good first impressions are crucial. Look ready but appropriate to your sector.

5 Listen to your clients. If an individual is busy thinking about what to say next their eyes wander and opposite numbers will not be engaged. Keep eye contact and look authentic.

6 Are your people asked for by name? Are they wanted because they empathise and deal swiftly and professionally with queries? In your ops room, is the company reputation for delivering strong service adding value and paying dividends?

7 Are your teams networking? Explain how networks can enhance reputation. In tough times, it is more likely that you will find new prospects through networking than using costly advertising.

8 Don't forget your online brand. Be careful of mediocre content uploaded on any social or business networking sites. Be aware of any photographs or blogs that are being linked with your business and never forget the power of Google when people research you.

9 Knowledge is only 10 per cent of your offering. Skill and attitude play a much larger role in how value is perceived.

10 How is your people brand seen from the outside? Develop a strategy that asks the workforce: How do we intend to be? And put a face on your business that will clarify your brand and make it stand out from the crowd.

Tessa Hood is managing director of branding consultancy Changing Gear.