Relating to Your Customers

Without customers, we wouldn’t have a job or an income. Whether you are on a job as the owner or as an employee of the company, to the customer you are the face of the company. Be the person to set the example of how to treat customers properly. This one skill will set you and your business apart as a leader in the field.

Know your company. Make sure that all employees understand the brand, the business and its goals. The customer will notice all the things we’ve already talked about—your appearance, your attitude, and the way you speak to others. They’ll form an opinion of the business you represent based on all of those factors. But until everybody understands the culture of the business and the importance of the relationship with its customers, they won't be able to solve problems or add value to the operation.

Create a connection. People first, customers second. Establish a personal relationship with your customers. Are you friendly? Are you helpful? Are you interested in them? One important thing that people forget is to let customers know that you care about them and their business. If you let that show in your voice and in your words, they’ll hear it, they’ll sense it, and they’ll tend to be more forgiving. If you really don’t care, then perhaps you should find work elsewhere.

Be Customer focused. Always treat customers with respect—no matter what! Always be pleasant and maintain a professional image. This is especially important if a conflict develops; you have to remember to stay calm and not lose your temper. The customer's needs should be your primary focus and the way you relate to them will make them feel that they are.

Actively listen. Make sure that you allow the customer to finish what they have to say without interrupting them. Let them express their ideas in full, even if they are complaints or concerns, before you start to offer a solution. This allows them to feel that they are being heard. If the issue is something you can’t resolve, and you’re an employee then direct the customer to your supervisor rather than trying to fix the situation yourself. If you have the opportunity, observe the way in which the problem is resolved so you can learn from the experience.

Manage conflict. NEVER allow yourself to be unpleasant or disrespectful to a customer.

• If a conflict develops between a customer and someone else, stay out of it! Never take sides and never take it personally even when a customer is wrong about what they’re saying. Simply listen and calmly state your position in a respectful way.
• If customers are unfair and attack you or the company, if you’re angry or your feelings are hurt, you might have a tendency to shout back or say something inappropriate or disrespectful. If you feel like this, count to ten before you say anything; better yet (especially if you’re REALLY hurt or angry), wait at least 24 hours before you say anything. That will give you a chance to calm down and think about the best way to handle the situation. Always remember that words can’t be un-said and actions can’t be undone. For some, this practice might take time to develop but in the long run you’ll be glad you did. It’s far better to take the time to be sure you truly want to say what you originally want to, than to wish you hadn’t!
• If it's a serious disagreement about your services or contract, you need to be even more careful in how it's handled. The best response is to ask the customer what they feel should be done to make the situation right in their eyes. This allows them to present what they believe is a fair resolution and is often far less than you would have offered on your own. In the end, even if they aren’t 100% happy, they will know you've treated them fairly and respectfully. This will go far to build your reputation in the community. Do not respond to a customer problem in writing (not even a text message) unless you involve management or, in hopefully few instances, your lawyer. In this age of social media and the internet written information will be spread far and wide and could be used to misrepresent your situation or to damage your reputation.

Recognize your mistakes. Nobody is perfect, and there may be times you make a mistake when dealing with a customer. If you find yourself in this situation, apologize—IMMEDIATELY! Don’t give a reason and don’t try to make excuses. Just say you’re sorry and ask them to forgive you. While they might not accept your apology, or forgive you, you must let it go and continue on as if the unpleasant situation hadn’t occurred. Remember that the customer is always right and do your best to meet their needs until the job is complete.

Learn from your customers. Customer feedback, whether positive or negative, is always very important for you to take into consideration. Most often, the things you hear from a customer are the things you need to know in order to grow. Their comments are a great source for determining the next steps in building your business, since their needs can provide you with the blueprint you need to improve. Don’t become defensive when others suggest ways you can improve. Ask them for more information and allow them to help you understand how you fell short in their situation. Many of the greatest improvements you make in your business will come from feedback like this.

There are lots of companies and services out there for people to choose from. People love to do business with people who care about them and take care of their needs and an attitude of service will distinguish you from the competition. A bad reputation will put you out of a job or out of business, but a reputation of being customer-focused and customer-friendly makes the sky the limit.

The above content is extracted from Mike Holt's Leadership Skills textbook.

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Mike Holt is an author, businessman, educator, speaker, publisher and National Electrical Code? expert. He has written hundreds of electrical training books and articles, founded three successful businesses, and has taught thousands of electrical code seminars across the US and internationally. His company, Mike Holt Enterprises, has been serving the electrical industry for over 40 years, creating and publishing books, DVDs, online training and curriculum support for electrical trainers, students, organizations, and electrical professionals. 

Mike has devoted his career to studying and understanding the National Electrical Code and finding the easiest, most direct way to share that knowledge with others. He has taught over 1,000 classes on over 40 different electrical-related subjects to tens of thousands of students. His knowledge of the subject matter, coupled with his dynamic and animated teaching style, has made him sought after from companies like Generac, IAEI, IBEW, ICBO, NECA, and Fortune 500 companies such as IBM, Boeing, Motorola, and AT&T. He is a contributing Editor for Electrical Construction and Maintenance Magazine (EC&M) and formerly Construction Editor to Electrical Design and Installation Magazine (EDI). His articles have been seen in CEE News, Electrical Contractor (EC) International Association of Electrical Inspectors (IAEI News), The Electrical Distributor (TED) and Power Quality Magazine (PQ).