Your customers

The customer-driven business is a successful business. Here we look at ways of understanding your customers, of keeping them happy and of measuring their value to your business.

Poor customer care can have a debilitating effect on a business. Research suggests that the average person who has a bad experience with a business tells at least nine other people about it, and that 13% of dissatisfied companies relate their experience to more than 20 other people.
In many ways, developments in electronic commerce are setting the standards for the rest of the business world to follow. Nowhere is this truer than in the area of customer relations.
With the customer increasingly becoming the driving force in all areas of business, companies must make sure they understand their customers and what they want.
Consolidating and developing its relationship with its customers is vital for any business.
As any business will know, not all customers are the same.
What would you do if one of your major customers went under, owing you a substantial sum? Would you be able to recover the outstanding debt - or reclaim goods they had not paid for?