In business, it’s easier than ever to punch above your weight. The internet creates a level playing field for businesses of all sizes.

I mean that. And I’d stake my reputation on it.

Time and again I see fledgling entrepreneurs succeed beyond the comprehension of others, in a way even the achiever failed to envision.

And most of the time the alchemist of these previously unquantifiable levels of success is the internet.

The internet

• reduces time to market
• challenges (and redefines) distribution conventions
• acts as your shopkeeper day and night
• keeps your customers happy

Being in the business of creative communications, I want to address the fourth point in this post.

I’m a firm believer that customer service is the bedrock of any successful business. More important, that is, than anything else including the product or service itself.

You can adopt a customer-centric behaviour at any point during the evolution of your company – but it’s much easier to start with customer service stage centre on your operations manual.

How does the internet make customer servicing easier than ever before? Put simply, it builds meaningful and effective relationships.

And what do meaningful relationships add up to? Greater profits!

Now we’re talking bottom line, it’s a good time to highlight your end of the bargain. It takes two, baby.

To start any relationship – personal or professional – the interests of both parties must be addressed.

Yours is the success of the business. Your customer simply wants to receive a good service, functional product, and be treated like a person. A real, live, person. None of this ‘numbers on a balance sheet’ lark. We’ll leave that to an ancient and carp television series set in Portmeirion (which today, incidentally is a marque lauded as offering some of the best customer service in the glazed pottery business).

How does the internet ensure your customers are individuals? By starting a conversation and listening to their voices.

Numberless examples and case studies exist on the internet showing that a pithy 10% of customers with complaints or problems, actually voice them. In many industries it’s far lower. A definitive book to read if you want to learn more about the lassitude of customers in delivering feedback is John Goodman’s definitive Strategic Customer Service.

So we know customers will generally only respond when triggered to do so. And we’re not talking a squawky call to action at the bottom of an eNewsletter (necessarily). Unless that newsletter is adding value – creating a meaningful relationship, rather than just selling, selling, selling.

You nurture. You love your customers, though not in the biblical sense.

In my mind the best way to do this is to provide them with an access-all-areas pass to your business. Make them part of the family.

But before you go rushing for the Chubb locks to barricade yourself in, fear not. There’s an easy way to be transparent and welcoming, without giving guided tours of the factory on the hour.

You write. You talk. You listen. And you repeat, time after time. Through fine and believable copywriting; by blogging developments, ideas, charitable gestures; by podcasting your news and talking to others about your industry, and interesting things your customers can benefit from (contact me to discuss this in more depth).

And you never forget to use your one mouth and two ears in the ratio that God gave them to you.

We all love the sound of our voice – it’s humanity’s biggest failing. So how do we listen better?

• Spend time in a non-business setting with your customers. Hear their concerns. Be a friend.
• Use technology. Twitter tools like the web-based monitter and Seesmic Desktop let you keep an eye on what people are saying about you. Create Facebook Pages so customers can reach you in as many ways as possible. Unless you’re unleashing news of a product launch, big change affecting customers or simply an industry issue to spark debate and feedback, be sparing in your use of announcements on Twitter or Facebook, and let your customers do the talking.
• Keep an eye on your competition. Find out what they’re doing and how they interact with their clients. Meet and listen to them!
• Read customer service books and websites. One of my favourite proponents of customer service excellence is Kevin Stirtz – and you can find him at Amazing Service Guy.

Too many businesses, even those fighting to survive in volatile environments, overlook the critical nature of effective customer service. Fewer yet go beyond their clients’ expectations and deliver genuine delight.

To summarise, the future of your business depends on two things:

• Providing quality communications. Invigorate the customer relationship with value-add website content. Encourage your visitors to leave feedback, however they interact with you. And make sure, above all, that responses are acted upon to enhance and develop your core proposition
• Understanding the individuality of each customer. Don’t preach; don’t even go down the hard-sell route unless you can reinforce it with a genuine offer they cannot refuse. With information from you, and research from the internet at large, the customer will decide through their own volition whether to cross your palm with silver.

Fulfil your obligations on both points and you’re on the way to developing a robust operating strategy to endure the economic climate, whatever the weather.