I recently read an excellent book on customer service by Dan W. Blacharski called Superior Customer Service: How to keep customers racing back to your business. I'd say it's one of the better books I have read on the subject, with a lot of actionable advice.

Why do some businesses succeed and others fail when so many offer the same products or services at competitive prices? Blacharski states that customer satisfaction is one of the most important reasons.

Customers subconsciously must have a basis to come back to you and this book establishes that customer service and customer satisfaction is crucial. The book has details about how to provide superior service and caring for customers, and you benefit through encouraging customers to return to your business.

There are chapters on strategy, hiring customer service people, how to use multiple channels of service, and how to leverage a great service system in to more sales.

I'd Recommend

The sections "The Ten Commandments of Customer Service for Managers" and "The Ten Commandments of Customer Service for Employees" in Chapter 15 "Best Practises" are really good. He also has chapters on outsourcing (which has unique challenges… as we've found), technology and online customer service.

Blacharski shows the important parts that you need to make a small business excel in customer service. Customer service starts with a focus on satisfaction and grows through attention to detail, clear communication before, during and after the sale and with how you deal with complaints.

Dealing With Complaints

Here's a contradiction: A customer complains about poor performance or an error that has been made. You (or even better your staff) solve the problem quickly and on the spot, and then that customer becomes your biggest advocate and business referrer.

Wait a minute, didn't this start with a complaint?

Research has shown (and your own experience will back this up) that clients will be more appreciative of your company and services after a successful resolution than if they had never had the problem.

How many times have you been told "We cannot authorize that" or "You have to go back to the manufacturer" or any other arbitrary, frustrating and unfriendly response… I bet you pledged to not ever do business there again!

Have a system in place that encourages your team to use common sense and deal with issues in a logical, caring manner. Even if it costs you money in the short term, your business will win for it.

Pay attention though. Always keep an eye on the costs of being too generous with refunds and solutions. It's often easier and cheaper to solve a recurring problem – once and for all – than to just blindly keep giving an expensive solution that works in the moment.