Editor,

Allow me space in your paper to convey to readers this unsolicited lecture on customer care especially on how businesses can retain their customers.

This is stemming from the fact I, as a customer, have moved from business to business due to poor services I’m accorded.

Changing customer neglect into customer satisfaction, then customer satisfaction into customer loyalty, is critical.

Loyal customers are the best at marketing. It doesn’t happen by mistake but it isn’t as complex as it may seem.
This list will help you focus on your customers.

1. Thank customers for doing business with you; in writing.
2. Stay in contact with existing and past clients on a consistent basis.

3. Give the customer more than they expect. Anticipate a need and fill it. Answer a question before they ask it. Delivering more than they expect is one of the most powerful ways to gain customer loyalty.

4. Listen. Take time to truly listen to what your customers say, and if
they don’t volunteer information—ask for it.

5. Pay attention to the obvious. Mind your manners. Use please and thank you. Be on time for meetings. Promptly return phone calls and e-mails.

6. Make realistic promises—and be consistent. It is far better to promise something in a week and deliver in three days than the other way around.

7. Share information. Send pertinent articles or information that may be valuable or simply interesting to a client. Always look for ways to help customers learn.

Remember, a little goes a long way. Any effort you make to keep your customers happy is an improvement, and each extra effort will increase your customer loyalty.

Make it a habit to conscientiously view your clients as the most important asset you have. After all, if you do not have customers, you do not have a business!

Seth K BUHIGIRO
sbuhigiro@caa.gov.rw