Customer service is key

WASILLA -- The Mat-Su Small Business Development Center hosted a seminar Friday morning on identifying customers and providing customer service. Anya Petersen-Frey, the development center's director, spoke to about 10 Mat-Su Valley employers and employees about how to enhance customer service in their respective fields.

"Sometimes you've got to do what I call the 'smoosh'," said Petersen-Frey. "It's the 'I don't really like you but I'm still going to shake your hand and pretend I like you' -- that's customer service."

Petersen-Frey spoke for a little over an hour, offering direction and advice on discovering customers, understanding the customer chain, dealing with difficult customers and making customer service a number one priority.

"If you were to catch the manager of any business and ask them 'do you have good customer service?' what would they say?" asked Petersen-Frey. "They would probably say, 'yes.' Who would say no? They may not even realize that their employees aren't providing customer service."

Petersen-Frey identifies the ABCs of customer service:

Acknowledge your customers. Make them feel welcome and offer assistance.

Bargain with your customers. Create win/win situations and sell quality, knowledge and service.

Comfort. Customers should leave your establishment satisfied.

"You really have to teach your employees how to do these things," said Petersen-Frey. "Do what you say you are going to do; always provide customer service."

Petersen-Frey also emphasized that employers have to understand the customer chain. There are two types of customers in a business -- internal and external. Internal customers are coworkers and suppliers. The more obvious, external, are the buying and information gathering customers.

Petersen-Frey stressed that unless you treat your employees with respect, there is no way they are going to convey a good atmosphere to the external customers in your business. You have to sell the greatness of your company to the people that work there. She went on to say that employees are a business' greatest assets, and that they are the first line in great customer service.

Knowing the six basic customer needs is also a great tool in creating good customer service. Customers expect friendliness, understanding and empathy, fairness, control, options and alternatives and information. But she also explains that no one should just let a particular customer walk all over an employee. She explained to the group how to deal with an irate person:

"If someone is really angry, make sure you pull them out of the mainstream," said Petersen-Frey. "Pull them to a corner or desk and say 'tell me what is going on'."

Petersen-Frey says to let the customer know that you are there to listen and you're not going to yell back at them. This usually puts the customer more at ease. Once the customer has explained the problem, tell them you understand and ask how you can help. If they still aren't willing to calm down and let you help them, Petersen-Frey says it may be time to let them go unhappy.

"Your goal is to let them leave your business a little more satisfied than when they came in," said Petersen-Frey. "They may not be happy, but at least you've helped them some."

The Mat-Su Small Business Development Center holds business-enhancing seminars throughout the year. Petersen-Frey said she hopes to hold another series of seminars in August.