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Customers
 Benefit from listening to and involving customers
What's the Point?  Living Proof  How to do it
 How to get started in a small way
  • Start from the top. Richard Branson has been known to phone a customer to discuss their grievance. Several dinner parties later the passenger was still discussing his conversation with the famous entrepreneur.
  • Encourage, train and empower employees. Taking immediate action can be more cost-effective than waiting to write them a formal letter.
  • Decide how and when to communicate with customers, whether by telephone, e-mail, newsletter, feedback forms or questionnaire, at point of sale or delivery, or as a post-sale follow-up.
  • Complaints aren't all bad - encourage staff to record feedback from customers.
  • Keep talking to your customers because their opinions will alter over time.
 Who can help you to go further?

 

Strengthening the performance of your business in the ways outlined here is really just a matter of common sense. But if you are committed to achieving major business benefits in this way, then help is available.
 Extra benefit to your company

National Help

The Marketing Society provides access to leading edge marketing ideas and practice. Its members are drawn from the senior ranks of line and service companies. Details can be found on: www.marketing-society.org.uk.

The Chartered Institute of Marketing has a section on its site for small businesses. The main web address is www.cim.co.uk. The small businesses site is www.cim.co.uk.

Local Help
Check with your Chamber of Commerce or Business link organisation for local business networks so you can talk to other companies seeking to be more involved with customers. Find these organisations on www.chamberonline.co.uk or www.businesslink.gov.uk
 (England) www.businesslink.gov.uk (Scotland) www.businesseye.org.uk
 (Wales) www.investni.com (Northern Ireland).

Online Help
The National Consumer Council works with people and organisations to bring about change for the benefit of all consumers. It has linked organisations in England, Scotland and Wales, and a close relationship with colleagues in Northern Ireland. www.ncc.org.uk.

The AA1000 framework is an accountability standard designed to improve accountability and performance by learning through stakeholder engagement, that is through listening to the people who matter to your business, like your customers. www.accountability.org.uk.

 Download the how-to guide in Full

Each 'How-To' briefing is available in pdf or word formats. To read the PDF document with a screen reader please link to the Access Adobe website which provides useful tools and resources. Adobe also has a free online conversion tool for PDFs.

 PDF Icon  PDF file Improve your business by listening to and involving your customers.pdf
size 160kb
 Word Icon  Word file Improve your business by listening to and involving your customers.doc
size 35kb
The Stakeholder Journey
© Small Business Consortium 2004