If you cannot smile do not open your shop today.

Chinese proverb

An organization needs good two-way communication with its hydra-headed environment: financial institutions, stakeholders, government, local society and the global community, to name but a few of its talking heads.

But the importance for every kind of organization of creating a delighted customer, the direct or indirect purchaser of its products or services, can hardly be overstated.

A huge range of factors can contribute to customer satisfaction, but your customers – both consumers and other businesses – are likely to take into account:

• How well your product or services matches customer needs.
• The value for money you offer.
• Your efficiency and reliability in fulfilling orders.
• The professionalism, friendliness and expertise of your employees.
• How well you keep your customers informed.
• The after-sales service you provide.

Notice how good communication is essential at every point in your business’s relationship with its customers.

Do you know the remark that appears most often in customer complaint emails throughout the world? Will you people ever listen? So, above all, listen to what customers have to say.

To communicate really well with your customers, you and your organization must handle complaints as personally as possible, by a meeting or phone call in preference to a letter or email.

Always communicate any product or service and pricing changes to customers well in advance. People don’t like unpleasant surprises, but giving both advance notice and the reasons takes away some of the sting.

Remember that customers (and suppliers) communicate with others about you. Make sure that what they say is good news.