Here at Baillie Lumber, we strive to maintain focus on all aspects revolving around the customer. We understand that “everything from a phone call to a billboard or web ad contributes to their perception and overall experience,” as Forbes puts it, adding that every touchpoint with the customer “should be positive and make them feel like they are valued.” 

Here are tips to keep in mind when it comes to the personal touch: 

1.Make life easier for your customers. Speaking of automation, there are a number of ways to leverage technology to give customers more efficient means of staying in touch with you. This include finding ways to better allow customers to communicate with your business. No one wants to be kept waiting or shuffled around when they need to speak with a representative at your company. Do all that’s possible to be available when they contact you.  

2. Forge a stronger social media presence. Many prospective customers are active on social media—using their favorite platforms to research suppliers and learn more about market conditions within their industry. If your company doesn’t already have a vibrant presence on Facebook, Twitter, Instagram, LinkedIn and other platforms, now’s the time to establish yourself in this arena.  

With this strong presence, you offer customers and prospects another way to interact with you. This can be particularly effective if and when customers encounter a problem with your product or customer service process. They may choose to express their displeasure on social media, making it absolutely necessary to respond.  

In such cases, advises the consulting firm Manobyte, it’s best to start with a public apology “for the issue the customer is experiencing and asking them to direct message you on the same platform” or “suggest they call email, or submit a service ticket” for assistance. This sort of rapid response sends two messages: (1) we listen closely to our customers; and (2) we provide multiple venues in which to gain the support our customers need. 

3.  Offer guidance and advice. Another area of related complexity lies in the products and services offered. In many cases, your insight could be a valueable resource for prospective customers. For example, when the fit is right, we recommend different sorts, grades, and even ripped-to-width lumber to customers when we feel it can provide them the best value! 

By making such guidance available you demonstrate a commitment to the personal touch. Consider providing: 

·         Fresh content (articles, blogs, whitepapers, etc.) related to your industry
·         Details on each new iteration of your product or service
·         A convenient process for speaking with a company representative 

The more customer services you can offer, the more you set your business apart from the competition. You also reassure valued customers that you’re there for them over the long term. 

As we’ve said before, business transactions and support may be intricate and sometimes complicated, but “there’s nothing complicated about the idea that quality customer service leads to greater customer loyalty.” When you can solve a problem or give customers a fresh way of facing a challenge in their own business, you deepen the relationship between buyer and seller. 

Your customers won’t forget the personal touch you offer.

Brett Del Prince
Baillie Lumber
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