Marketing Aquaculture Products — 1

Quality Product/
Quality Service
Th ese days providing solid customer service
also is paying attention to your customers. It
is easy to forget to do this when concentrating
on making new sales and bigger accounts to
sustain or grow your business. However, attention
to your existing customers, no matter how
small their purchase volume, is essential to
keeping your business on track. Landing customers
is only the smaller part of the equation,
the most important aspect of growing a business
is keeping customers. Repeat customers
are the backbone of every successful business.
Loyal repeat customers are the backbone of an
outstanding business.
Th ere are plenty of things that you as an entrepreneur
can do to ensue excellent customer
service. If you are in a one-person business it
is easy to stay on top of your customer’s needs.
Th is gets a bit more complicated as you add
increasing numbers of employees into the mix;
36 — Marketing Aquaculture Products
potential for poor service increases. Every
time you add people to an organization, you
increase the links in your customer’s service
value chain.
A simple solution is to establish a customer
service policy. Th is should be in writing right
there alongside your mission statement. Like
the mission statement, it does not have to be
lengthy, but does need to articulate your customer
service policy. Every employee should
be aware of it, and if possible, have some say
in its formulation. Th ey should also be aware
of what the guidelines are and how to follow
them.
Most management professionals will tell you
that there are a few general rules of thumb to
delivering superior client service, most are
simply solid common sense approaches to
communicating with people: Be genuinely