As they say, it costs 5 times as much to bring in a new customer than to keep an existing one. When people become your customers, they tend to be loyal. However, why are there instances that the customers leave you in search for another brand or store? The answer lies in customer service.

When customers contact the company by phone, fax, or mail, we are provided with an opportunity to reinforce and grow the relationship. We should take the extra time and effort to make these communications as meaningful and service-oriented as possible. It is important that you make them feel truly special.

Here are the basic guidelines to achieve good customer relations.

Tell your customer what you can do for them – Do not begin your conversation or correspondence by informing the customer what you cannot do. Always provide an impression that your company or brand would go to great lengths just to satisfy their wants regarding your product or service.

Allow irate customers to vent their anger – Never interrupt a complaining customer. Listen to what they say and speak only when they are down. Talk to them until they are finished having their say, hopefully with a solution provided.

Apologize to complaining customers – Diffuse their anger by saying “I'm sorry” or “I apologize.” Never appear frustrated on their complaints even if the solution is already obvious.

Use your customer's name while calling – Calling them by their title and surname, or by their first names, show sincerity towards them.

Make sure that your solution to the customer's problem is acceptable to them – After providing them with a solution on a problem that is reachable to the customer (for instance, a computer problem), it is best to ask them to try applying the solution and ask them if it works. In case of problems that are not readily unreachable to the customer (like a problem in using rat traps), ask for their approval after giving a solution. Also ask for their phone number just in case you want to call them for an update on their query.

Show appreciation after each call – Always conclude each call with a “thank you” or a verbal message of appreciation for their business, such as greeting them on holidays.

Make sure that the tone of your voice corresponds with your words – Speak with care if you are talking with a caring message. Your tone of voice can completely contradict your message if done wrongly.

Listen attentively – There is nothing worse than asking an irate or troubled customer to repeat what they have just said. Doing so would frustrate the customer further, and could sever your relationship with them.

Go the extra step – Try following up on your solution. Re-contact the customer to make sure that everything has been handled in a satisfactory manner.

Ask if there is anything else you can do for the customer – Take your time to ask questions to them. This often results in increased business and a more committed customer.