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Fostering Good Customer Relations on the Front Line

Customer loyalty is built on customer relations. The front desk clerk, the counter clerk or even the security guards can make or break your business based on the impression they leave with customers. Whether you are in a service-oriented business, manufacturing, education or the health care field, your goal is to make that first impression lasting and gain loyalty from customers.

No matter what type of business you are in, the following are standard guidelines in handling customer relations:

  1. Make the customer feel like royalty when attending to them. Pamper your customers. You must have well-oriented and well-trained customer relations personnel to assist them. Everyone in the selling area or in the place where customers are expected to move around must know their job. Keep your customer relations personnel updated on how to handle customers. This has proven to be an effective way of keep customers and get them to return. Make customers feel like they are part of the company, or a member of your corporate family. Value them.
  2. Handle complaints properly. Each one of us has been customers of various establishments. We know that a customer is always right , and as companies we should stand by that principle. The basic steps in handling customer complaints are to listen, validate the complaint and act on it promptly. The key to handling customer complaint is to act quickly. It is said that one dissatisfied customer equates to hundreds of thousands of lost sales, since word of mouth travels. Protect the company from losing more because of one complaint.

The performance of the customer relations department plays an integral part in helping the company sell whatever product or service they are offering. Needless to say, customer relations should be a paramount concern, especially for your front line workers.


Allegiance Insight Experts help companies find customer insights and actionable business intelligence from multichannel feedback and surveys using proprietary Voice of Customer Intelligence (VOCi®).