A relationship between a business and its clients/customers is generally thought of as one of the most important aspects of running an organization. There are 4 steps to ensuing that your organization maintains a good relationship with its customers.

This processes begins with understand one’s own company/industry. This seems like a fairly easy first step however it can be the most challenging. It was Theodore Levitt, a lecturer at the Harvard Business School which stated the question “What business are you really in?” It is crucial that a company is fully aware of what it does and what it offers to its customers. He refers to the railroad industry suggesting that, had they assessed themselves more accurately as a transportation company rather than a railroad company they would have continued to grow. Instead they were marketing themselves incorrectly and targeting the wrong customers. So, before a company can make its customers happy it has to know who its customers should be.

Being honest in one’s business dealings is a given. However, in this case it has a duel meaning. Companies should be honest with what they are capable of doing, and with their customers. Not every company can be an expert in all fields. Certainly, many companies can provide multiple services however they may not be providing quality service in all fascists of their dealings. It is important that companies don’t overextend their offerings simply to gain a new client or customer, when they have limited expertise in that field. For example, a local moving company may be excellent at providing local moves, however if the opportunity presents itself to do an international move, they may capitalize on it not knowing the full scope of the work. There may be additional packaging required to facilitate the rough road conditions, or clearances that are required to cross borders, or a host of other issues and concerns they are not familiar with, because they are not experts in long distance moves. Needless to say, that a moving company’s customers are not going to be happy with the results of the move. Therefore it is essential that companies do not mislead their customers and ensure that they are honest in all of their dealings.

One of the most common statements in business has been “the customer is always right.” This statement is often a cause of concern since the customer is not the expert. Using the moving industry once again as an example. If a customer is suggesting that their items be packed into a truck in a specific way, yet that way increases the likelihood of damage to occur, should the company proceed with the customer’s request? In such a case the company should not proceed with the customers demand as it will likely result in damaged items. A better approach is to explain the repercussions and outcome of loading the truck in such a way, and communicating alternative suggestions. If the customer refuses to compromise, then it may be better to cut ties with the customer rather than risk damaging their items and ultimately the company’s image.

Feedback, weather negative or positive is very important to ensuring that customer satisfaction remains high. Following the completion of a service, or sale of the product it is important that companies take into account any shortcomings or virtues action or procedures they may have performed.

All of these steps help to make certain that customer relationships remain positive. It is important to remember that communication and honesty should always be prioritized.