NATIONAL CERTIFICATE: INFORMATION

TECHNOLOGY: SYSTEMS SUPPORT:

SAQA 48573 -LEVEL 5- 147 CREDITS

LEARNER GUIDE

Saqa 114052

DEMONSTRATE APPROPRIATE CUSTOMER CARE IN THE

CONTEXT OF IT SUPPORT, ACCORDING TO A SERVICE
LEVEL AGREEMENT

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Facilitator Name:
Date Started:
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Learner Guide Introduction

About the This Learner Guide provides a comprehensive overview of the

Learner Guide… 114052 Demonstrate appropriate customer care in the
context of IT support, according to a Service Level
Agreement and forms part of a series of Learner Guides that have
been developed The series of Learner Guides are conceptualized in
modular’s format and developed FOR NATIONAL CERTIFICATE:
INFORMATION TECHNOLOGY: SYSTEMS SUPPORT: SAQA
48573 -LEVEL 5- 147 CREDITS They are designed to improve the
skills and knowledge of learners, and thus enabling them to
effectively and efficiently complete specific tasks.
Learners are required to attend training workshops as a group or as
specified by their organization. These workshops are presented in
modules, and conducted by a qualified facilitator.
Purpose 114052 Demonstrate appropriate customer care in the context of IT
support, according to a Service Level Agreement
Outcomes  114052 Demonstrate appropriate customer care in the context
of IT support, according to a Service Level Agreement
Assessment The only way to establish whether a learner is competent and has
Criteria accomplished the specific outcomes is through an assessment
process.
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Learning must be demonstrated and the parameters in which learners
operate
Responsibility The responsibility of learning rest with the learner, so:
 Be proactive and ask questions,
  Seek assistance and help from your facilitators, if required.

Demonstrate appropriate customer

care in the context of IT support,
according to a Service Level

1
Agreement

Learning Unit
UNIT STANDARD NUMBER : 114052
LEVEL ON THE NQF : 5
CREDITS : 8
FIELD : Physical, Mathematical, Computer and Life Sciences
SUB FIELD : Information Technology and Computer Sciences
PURPOSE:  This unit standard is intended:
 To provide proficient knowledge of the areas covered
 For those working in, or entering the workplace in the area of Data
Communications & Networking
 People credited with this unit standard are able to:
 Communicate effectively with customers in context of IT support
 Assess and respond effectively to customer requests
 Maintain positive working relationships with IT customers
 The performance of all elements is to a standard that allows for
further learning in this area.

LEARNING ASSUMED TO BE IN PLACE:

The credit value of this unit is based on a person having prior knowledge and skills to:
Understand the infrastructure of typical IT systems, including Local area networked PC`s or
desktop workstations
Understanding of the principles of business and the role of IT in business
Understanding service level agreements

SPECIFIC OUTCOME 1.
Communicate effectively with customers in context of
IT support.
Learning Outcomes
1. The communication with IT customers staff is polite, clear and sensitive.
2. The communication ensures that information is disseminated to relevant IT
customers staff in a timely, complete and accurate manner.
3. The communication ensures that relevant IT customer staff are informed of progress
towards the resolution of support requests.
4. The communication ensures that relevant IT customers staff are informed of any
deviations from agreed timescales.
5. The communication ensures that relevant IT customers staff are informed promptly
of any support requests which could not be resolved.

1.1 Customers are any end-users or line managers requesting IT support.

Effective Communication in Customer Service

Effective communication is a critical component of customer service for small
organizations. Customer service efforts are designed to ensure the prompt and efficient
delivery of quality products and services to customers, as well as the effective recovery
from any service-related issues that may arise. In dealing with customers, communication
is essential, whether it is face-to-face, over the phone, via email or, increasingly, through
online channels.

Communication is Critical Skill

For those in customer service positions, strong communication and effective problem-
solving skills are must-haves. Call center representatives must be able to listen well and
communicate effectively verbally. Those who respond to customers via written channels
must also have strong typing, spelling and grammar skills and the ability to convey
information effectively in an online environment. Communication also comes into play
when dealing with customers questions and complaints, a reality of this type of work.

Customer Feedback Can Provide Direction

Effective communication in customer service requires a thorough understanding of the

needs and perspectives of customers--what is important to them and their expectations in
terms of service, product quality, communication and follow through. Many companies
conduct surveys to determine what customers expect and how well they are doing at
meeting those expectations. This kind of overall feedback can be helpful, but customer
service employees also benefit from the one-on-one feedback they receive from their
interactions with customers.

Challenges

Communicating effectively in customer service situations can involve a number of

challenges. Those in these roles need ready access to up-to-date and reliable information
about the company's products, services and policies. They need to know what level of
authority they have to meet customer demands and resolve problems. Sometimes they are
unable to satisfy customer requests due to company policies and this can be a stressful
part of the job. In addition, as customer service continues to be an important aspect of just
about every business, and as businesses become more competitive, consumers are coming
to expect ever higher levels of service that companies must be prepared to deliver.

Future

The future of customer service communication will increasingly take advantage of online
and mobile tools to streamline the communication process and provide options for
customers to help themselves through the use of online access to information about
common questions, issues and concerns. According to an article by Sarah Pierce in

1.2 7 C’s of effective communication

There are 7 C’s of effective communication which are applicable to both written as well
as oral communication. These are as follows:

1.
Completeness - The communication must be complete. It should convey all facts
required by the audience. The sender of the message must take into consideration
the receiver’s mind set and convey the message accordingly. A complete
communication has following features:

 Complete communication develops and enhances reputation of an

organization.

 Moreover, they are cost saving as no crucial information is missing and no

additional cost is incurred in conveying extra message if the communication is
complete.

 A complete communication always gives additional information wherever

required. It leaves no questions in the mind of receiver.

 Complete communication helps in better decision-making by the

audience/readers/receivers of message as they get all desired and crucial
information.

 It persuades the audience.

2. Conciseness - Conciseness means wordiness, i.e, communicating what you want to

convey in least possible words without forgoing the other C’s of communication.
 Conciseness is a necessity for effective communication. Concise communication has
following features:

 It is both time-saving as well as cost-saving.

 It underlines and highlights the main message as it avoids using excessive

and needless words.

 Concise communication provides short and essential message in limited words

to the audience.

 Concise message is more appealing and comprehensible to the audience.

 Concise message is non-repetitive in nature.

3. Consideration - Consideration implies “stepping into the shoes of others”. Effective

communication must take the audience into consideration, i.e, the audience’s view
points, background, mind-set, education level, etc. Make an attempt to envisage
your audience, their requirements, emotions as well as problems. Ensure that the
self-respect of the audience is maintained and their emotions are not at harm.
Modify your words in message to suit the audience’s needs while making your
message complete. Features of considerate communication are as follows:

 Emphasize on “you” approach.

 Empathize with the audience and exhibit interest in the audience. This will
stimulate a positive reaction from the audience.

 Show optimism towards your audience. Emphasize on “what is possible”

rather than “what is impossible”. Lay stress on positive words such as jovial,
committed, thanks, warm, healthy, help, etc.

4. Clarity - Clarity implies emphasizing on a specific message or goal at a time, rather

than trying to achieve too much at once. Clarity in communication has following
features:

 It makes understanding easier.

 Complete clarity of thoughts and ideas enhances the meaning of message.

  Clear message makes use of exact, appropriate and concrete words.

5. Concreteness - Concrete communication implies being particular and clear rather

than fuzzy and general. Concreteness strengthens the confidence. Concrete
message has following features:

 It is supported with specific facts and figures.

 It makes use of words that are clear and that build the reputation.

 Concrete messages are not misinterpreted.

6. Courtesy - Courtesy in message implies the message should show the sender’s
expression as well as should respect the receiver. The sender of the message should
be sincerely polite, judicious, reflective and enthusiastic. Courteous message has
following features:

 Courtesy implies taking into consideration both viewpoints as well as feelings

of the receiver of the message.

 Courteous message is positive and focused at the audience.

 It makes use of terms showing respect for the receiver of message.

 It is not at all biased.

7. Correctness - Correctness in communication implies that there are no grammatical

errors in communication. Correct communication has following features:

 The message is exact, correct and well-timed.

 If the communication is correct, it boosts up the confidence level.

 Correct message has greater impact on the audience/ readers.

 It checks for the precision and accurateness of facts and figures used in the
message.

 It makes use of appropriate and correct language in the message.

1.3 Customers are acknowledged and greeted according to organisational
requirements.

A first impression is a lasting impression. Properly greeting customers can make the
difference between repeat sales and one-time sales. Customers are vital to your success
and without them, your business won't survive. By following a few steps when greeting
customers, your business can leave a good lasting impression.

Acknowledge Presence

To make a good first impression when greeting customers, acknowledge them

immediately. Not acknowledging customers in a timely manner gives the impression that
you don't value their presence or potential sale. Customers want to feel valued and
important. Simple acknowledgements such as "Welcome" or "Hello" indicate that you
noticed them, but also verbally escort them into your business. This small step helps start
the relationship on a positive note.

Smile

Smiling is a powerful and effective technique to greet customers. Authentic smiles have the
power to elicit a reflexive response in the recipient, causing them to smile back, says
magazine Psychology Today. This simple nonverbal gesture indicates to customers that
your business is friendly and welcomes their business. Combining a smile with direct eye
contact also communicates to a customer that you are interested in what brings them into
your business.

Build Rapport

Customer rapport helps ease anxieties between you and the customer. It also helps the
customer become acquainted with your business with a personal touch. First-time
customers are cautious and sceptical. They are not familiar with your business and need
help building trust in your business and products. Try ice-breakers such as discussing the
weather, sports, traffic or family to build rapport and trust.

Ask Questions
Asking customers open-ended probing questions helps determine their needs and whether
your business can address them. Questions such as "How may I assist you today?" or
"What brings you in today?" tell customers that your business is attentive and ready to
help. Allow them to do most of the talking as you listen, determine their needs, then offer
suggestions.

1.4 The customer is communicated with, in a manner that encourages further

positive interaction.
Effective communication is a critical component of customer service for small
organizations. Customer service efforts are designed to ensure the prompt and efficient
delivery of quality products and services to customers, as well as the effective recovery
from any service-related issues that may arise. In dealing with customers, communication
is essential, whether it is face-to-face, over the phone, via email or, increasingly, through
online channels.

Here are some tips on how you can communicate more effectively with customers.

#1: Beware of interrupting

Titanic wireless operator Jack Phillips interrupted a wireless message from a nearby
ship, telling them to shut up. In doing so, he prevented that ship from
sending Titanic an iceberg warning.

Be careful about interrupting others, particularly your customers. They'll be

especially upset if, while they're explaining a problem, you interrupt them and start
offering a solution. If you feel you have to interrupt, at least cut to the chase and tell
the other person what you think his or her main idea was. That way, the other
person at least can confirm or correct you, and in either case save time.

#2: Listen actively

Did you ever get the feeling, when talking to someone that you were really talking to
a wall? The person may have heard you but gave no indication of it at all. Avoid
doing the same thing. When communicating with others, it's just as important that
people be aware that you're listening as it is that you're actually listening. For that
reason, be involved with and react to what the other person is saying, either via a
nod, or an "I see," or a paraphrase of the other person's statements. You'll
strengthen your own understanding and make a better impression.

#3: Avoid negative questions

Suppose you say to a customer, "You don't have Word installed?" and he answers
"Yes." What does he mean? Yes, you're right, Word is not installed? Or yes, he DOES
have Word installed?Asking a negative question creates confusion. It's clearer if you
phrase the question positively (e.g., "Do you have Word installed?") or ask an open-
ended question ("What applications do you have installed?"). If you must use the
negative, try a question such as "Am I correct that you don't have Word installed?"

#4: Be sensitive to differences in technical knowledge

Chances are, your customers have less technical knowledge than you do. Be careful,
therefore, when explaining things to them. If you use acronyms, be sure you identify
what the acronym means. The same acronym can mean different things, even in an
IT context (for example, ASP can refer to "application service provider" or "active
server page"). Be careful that you don't make two opposite mistakes: either talking
over their head or talking down to them. Keep your eyes on customers when you talk
to them and be alert to cues indicating that they don't understand. Ask them
whether they understand what you're saying, if necessary.

#5: Use analogies to explain technical concepts

A good way to explain a technical idea is to use an analogy. Though they have
limitations, analogies are helpful in explaining an unfamiliar idea in terms of a
familiar one. One of the best analogies I ever heard compared a firewall to a bank
teller. When you enter a bank, you don't just go into the vault and get your money.
Instead, you go to a window, where the teller verifies your identity and determines
that you have enough money. The teller goes to the vault, brings it back to the
window, and gives it to you, and then you leave.

#6: Use positive instead of negative statements

Your customers are more interested in your capabilities than in your limitations. In
other words, they're interested in what you can do, rather than what you can't do.
The way you say things to them influences how they perceive you and your
department. You, as an IT department or individual, can be seen as a roadblock or
you can be seen as a partner. So, for example, instead of saying, "I can't help you
unless you log off," consider saying, "Please log off so that I can help you." Your
statements often will be easier to understand as well.

Here's another reason to avoid negative statements. Have you ever experienced
gaps of silence in your telephone calls, where the conversation breaks up? Usually it
happens when using a cell or a VoIP telephone. If the gap occurs as you're saying
"not," your recipient could get the opposite message from what you intended.

#7: Be careful of misinterpreted words and phrases

Sometimes we say something with innocent intent, but the other person
misinterprets it. We mean to say one thing, but our pronunciation or inflection
causes us to convey something else. For example, in Chinese, the sound "ma" said in
a high level tone means "mother in law." However, said in a falling and rising tone, it
means "horse."

Be especially careful of the word "you." Overusing this word can make the person
you're talking to feel defensive or threatened. Instead of saying, "You need to speak
louder," try saying, "I'm having trouble hearing." Another issue involves the dual
meaning of "you." Unlike other languages, English uses the same word to refer to an
actual person (for example, the person you're talking to) as well as to a hypothetical
person. Suppose you said to someone, "You never know what's going to happen
next," and meant to equate "you" with "people in general." The other person might
think you're referring to him or her specifically and take offense. A better alternative
might be, "It's really unpredictable here."
If someone is upset, one of the worst things to say is "calm down." It might work one
half of one percent of the time, but generally all it does is make things [Link]
general, think before you speak. I'm not saying you always have to be polite or
diplomatic. Sometimes you do need to (figuratively, of course) beat people up.
However, do consider the alternatives before speaking. As the proverb goes, "He
who guards his mouth and his tongue keeps himself from calamity."

#8: Remember that technical problems involve emotional reactions

When customers have a technical problem (for example, they're having trouble
printing), keep in mind that they'll almost always have an emotional reaction as well.
Those emotions can range from simple annoyance to outright panic, depending on
the importance of the document and the time element involved. I'm not saying you
have to be Dr. Phil, but it's important to acknowledge and recognize these emotional
reactions. If all you do is solve the technical problem and walk away, chances are the
customer will still be upset.

In these cases, simply saying something like, "Pain in the neck, isn't it?" or "I hate
when that happens to me" can help the customer feel better about the situation and
possibly feel more positive about you.

#9: Anticipate customer objections and questions

In his book The Art of War, the ancient Chinese author and strategist Sun Tzu said,
"If you know the enemy and you know yourself, you need not fear the result of a
hundred battles." Apply this principle when communicating with customers. In
particular, try to anticipate the objections your customers will have to your message
and address those objections.

For example, suppose you're sending out a directive regarding the downloading and
application of Windows updates. Suppose further that you have customers who know
enough to be dangerous. Such a customer might think, "Well, I'm current in my virus
definitions, so this update is unnecessary for me." Your communications with such a
customer will be more effective if you anticipate and address that issue. Consider,
therefore, a sentence such as, "This Windows update is necessary even if your virus
definitions are current."
 #10: Keep the customer informed
Your customers will become upset if you treat them the same way. Keep them
informed of developments involving them, particularly with regard to technical
problems and outages. In particular, keep them apprised even if nothing is going on.
For example, let them know you've contacted the vendor but still haven't heard
anything back. No news is still [Link] a customer leaves you a request via voicemail
or e-mail, let the customer know you received it, even if you are still in the process
of handling it. Doing so gives the customer one less matter to worry [Link] a
problem is resolved, let the customer know that, too. Nothing is more frustrating to
customers than finding out that they could have been working sooner if they had
only known.

SPECIFIC OUTCOME 2.
Assess and respond to effectively to customer
requests.
Learning Outcomes
1. The assessment ensures that the information obtained is sufficient, relevant, and
valid in order for the request-for-support to be investigated.
2. The assessment analyses support records to ensure that agreed levels of support
are met.
3. The assessment ensures that the relevant persons are promptly and clearly
informed of the results of the assessment, following organisational procedures.
4. The response to the customer`s request ensures that support actions are promptly
initiated to resolve the fault has been identified, in accordance with agreed
procedures.
5. The response to the request ensures that relevant colleagues are informed of any
unresolved problems.
6. The response ensures that support is provided within agreed timescales.
7. The response ensures that support records are complete, accurate and up-to-date.

2.1 Assess and respond to effectively to customer requests.

Respond to Customer Inquiries and Complaints Promptly

With all the talk about customer service and responsiveness, it is interesting to note how
many businesses talk a good game but just don't deliver. We can all relate experiences
with businesses where an appropriate sense of urgency didn't seem to exist. One area that
seems to stand out is responding to customer inquiries and complaints.

When a customer, or prospective customer, takes the time to contact a business they are
looking for some type of assistance. They generally want initial information, additional
information, resolution of a problem or they just want to sound off about an experience
they have had with your organization. Unfortunately, most businesses do a mediocre job,
at best, of responding to customers in a timely manner.

Most customers will expect to have their requests responded to in a reasonable time frame.
But what is reasonable? There is no standard rule of thumb to define response time.
Believe it or not, responsiveness is a strategic issue and can be used to differentiate your
business from your competitors. Therefore, the standards you establish for responding to
all customer issues will determine the level of differentiation you achieve. And the
consistency with which you are able to respond quickly will go a long ways toward
determining how loyal your customers become.

It seems that many managers are afraid to press their employees too much when it comes
to responding to customers. Attitude has a lot to do with how customers are treated. What
attitude do you convey about customers? Is it a casual one or is it a "customer first"
attitude? Your employees will pick up on your attitude quickly and will often mirror it. At the
very least they will understand how serious you are about serving the customer.

A business can't afford to be casual about how it deals with its customers. The "I'm too
busy" or the "you are just one of many customers" excuses are just not acceptable! We
experience and hear horror stories constantly about poor responsiveness. The level of
incompetency in this arena is mind boggling. We often wonder how something so obvious
goes so wrong in so many companies.

Responsiveness is part of your culture. Is yours a casual, "I'll get to it when I can" kind of
culture or is it a "I put my customers above all else and make their issues a priority" kind of
culture? This is a key and fundamental issue that needs to be addressed.

How would your employees answer these questions?

 When a customer calls and has a problem that requires a call back, how long does it
take, on average, to call them back either with an answer or to let them know the
problem is still being worked on?

 If a customer leaves a message for an employee, what are the expectations in terms of
how much time can elapse before calling him/her back?

 What are the policies regarding responding to customers?

 How much training have employees had with regard to responding to customers in
terms of time management, prioritization of customer issues and dealing with difficult or
angry customers?

 At what level does decision making occur regarding customer problems and inquiries?

 How well do employees understand the company's products/services, its policies and
what the next level or step in problem resolution is?

Setting extremely clear expectations about responding to customers is critical. To some

organizations it might seem like a relatively minor issue. Those organizations are bound to
struggle. Those that have figured out how to respond expediently, effectively and with a
caring attitude distinctly have an advantage over their competition.

2.2 WHAT IS A SERVICE LEVEL AGREEMENT?

A service level agreement (SLA) is a contract between a service provider (either internal or
external) and the end user that defines the level of service expected from the service
provider. SLAs are output-based in that their purpose is specifically to define what the
customer will receive. SLAs do not define how the service itself is provided or delivered.
The SLA an Internet Service Provider (ISP) will provide its customers is a basic example of
an SLA from an external service provider. The metrics that define levels of service for an
ISP should aim to guarantee:

 A description of the service being provided – maintenance of areas such as

network connectivity, domain name servers, dynamic host configuration protocol
servers
 Reliability – when the service is available (percentage uptime) and the limits outages
can be expected to stay within

 Responsiveness – the punctuality of services to be performed in response to requests

and scheduled service dates

 Procedure for reporting problems - who can be contacted, how problems will be
reported, procedure for escalation, and what other steps are taken to resolve the
problem efficiently

 Monitoring and reporting service level – who will monitor performance, what data
will be collected and how often as well as how much access the customer is given to
performance statistics

 Consequences for not meeting service obligations – may include credit or

reimbursement to customers, or enabling the customer to terminate the relationship.

 Escape clauses or constraints – circumstances under which the level of service

promised does not apply. An example could be an exemption from meeting uptime
requirements in circumstance that floods, fires or other hazardous situations damage
the ISP’s equipment.

Though the exact metrics for each SLA vary depending on the service provider, the areas
covered are uniform: volume and quality of work (including precision and accuracy), speed,
responsiveness, and efficiency. In covering these areas, the document aims to establish a
mutual understanding of services, areas prioritized, responsibilities, guarantees, and
warranties provided by the service provider.

The level of service definitions should be specific and measureable in each area. This
allows the quality of service to be benchmarked and, if stipulated by the agreement,
rewarded or penalized accordingly. An SLA will commonly use technical definitions that
quantify the level of service such as mean time between failures (MTBF) or mean time to
recovery, response, or resolution (MTTR), which specifies a “target” (average) or
“minimum” value for service level performance.

SLAs are also very popular among internal departments in larger organizations. For
example, the use of a SLA by an IT helpdesk with other departments (the customer) allows
their performance to be defined and benchmarked. The use of SLAs is also common in
outsourcing, cloud computing, and other areas where the responsibility of an organization
is transferred out to another supplier.

SPECIFIC OUTCOME 3.
Maintain positive working relationships with IT
customers.
Learning Outcomes
1. The maintenance ensures that relevant IT customer staffs are informed of progress
towards the resolution of support requests.
2. The maintenance ensures that information is disseminated to relevant IT customer
staff in a timely, complete and accurate manner.
3. The maintenance ensures that any conflicts with IT customer staff is handled
calmly and sensitively.
4. The maintenance ensures that follow-up contact is maintained with customers to
ensure they are satisfied with the resolution of previous requests, and if not, action
is taken.

3.1 Maintain positive working relationships with IT customers.

How to Establish & Maintain Good Relationships in the Workplace

Establishing and maintaining good work relationships is the key to a positive workplace.
Effective businesses encourage the development of positive relationships between
managers and employees as well as amongst coworkers. All businesses can foster positive
workplace relationships by creating a strong mission statement and an upbeat team-based
environment. Strengthen workplace relationships by setting clear expectations, practicing
constant communication and offering timely responses to both positive workplace behavior
and employee issues or concerns.

Step 1
Create a clear and concise company mission statement and distribute a copy of the
statement to each employee. The mission statement should outline the purpose of the
business. Discuss how the mission statement fits with employees' personal values and
roles in the company. Hold regular staff meetings to highlight recent company activities as
well as discuss how employees are working toward or upholding the business's mission.

Step 2
Encourage teamwork through formal and informal team-building activities. Arrange a
company-oriented outing, such as bowling or mini-golf, or involve the office in a team-
based charitable activity. Good relationships in the workplace thrive when individuals feel
part of a team and comfortable with their teammates. According to a 2008 study published
by the University of Florida Institute of Food and Agricultural Sciences, respect and trust
amongst co-workers and between supervisors and staff leads to greater collaboration,
innovation and efficiency in the workplace.

Step 3
Communicate group expectations immediately and regularly. Set high performance
expectations and emphasize the importance of each employee's role to the success of the
business. Coach managers on maintaining good relationships with their staff. Emphasize
the need for two-way communication, clear and precise instructions, and the need for
individuals to feel respected as both individuals and crucial contributors to the final service
or product of the company.

Step 4
Set clear and measurable goals for your individual staff members. Employees must know
what to do, how to do it, how well the task must be done and where to turn for help. To
that end, provide detailed job descriptions and offer training with feedback from
supervisors. Additionally, employees must clearly understand what constitutes satisfactory
work and exactly how their performance will be measured.

Step 5
Reward great work as quickly as possible, and address problems or concerns immediately.
Acknowledge staff members publicly with written or verbal commendations when they
exceed performance expectations and provide assistance to those who are failing. Model
the behavior of creating good workplace relationships by actively seeking opportunities to
offer assistance that will help co-workers or support staff do their jobs better.

3.2 Changes to the details of a customer are recorded in terms of the procedures
of the organisation.

Ten Rules for Maintaining Your Customer Database

Rule 1 – Keep it simple

A major obstacle to the successful maintenance of customer data is the perverse desire to
“know everything” about the customer. Remember, what you’re striving for is good basic
information. You want to know how to contact the right person in the customer’s
organisation. You don’t have to know their spouse’s name or the birthdates of their
children. Generally, nine simple bits of information will suffice:

Rule 2 – Get it Right

For the database to be credible, all of these items should be correct. Begin by making sure
the company name is correct. It’s surprising how many people pedantically add “(Pty) Ltd”
to the company name, but ignore spelling errors or forget to update the name when it
changes. It’s also vital to record the contact person’s name accurately –especially in a
multicultural society like South Africa, where common names in one part of the community
are unfamiliar in another.

Rule 3 – Stick to Standard Data Formats

You can make erroneous information stand out by recording all data the same way. For
example, South African telephone numbers conform to a ten-digit format: a three-digit area
code followed by a seven digit subscriber number. To ensure that telephone numbers
aren’t treated as real numbers in Excel spreadsheets, (making 011 234 5678 appear as:
1.12E+08) separate the digits with hyphens to produce a 12-character string in the format:
xxx-xxx-xxxx. Incomplete telephone numbers, or numbers with too many digits are easier
to spot when this standard format is used. It’s also advisable to keep first- and surnames
in separate fields. Duplicate entries can then be identified by using a simple sort.

Rule 4 – Eliminate Duplication

Nothing tells customers you haven’t a clue who they are more than sending them multiple
communications about the same thing. Duplication is hard to avoid (especially when
contact information is captured by different people) but it’s relatively easy to eradicate and
therefore inexcusable to condone. Duplication often arises when Rules 2 and 3 are broken.
By not getting the customer’s details right and not sticking to the same format, the same
person may appear in the database as John Smith, Smith J and Jonathan Smit – i.e. three
entries rather than one.

Rule 5 – Strive for Completeness

This is linked to Rule 1 (Keep it Simple). Once you’ve decided that a specific piece of
information is important enough to be stored in your customer database, it should be
recorded for every entry – blank fields are unacceptable. The only valid excuse is if the
item does not apply (e.g. if the person doesn’t have an email address). Even then, you
should record the fact that there’s no email address rather than leaving the field blank.

Rule 6 – Date Each Entry

Information highly perishable and, like milk, it ought to have a sell-by date. Every time a
new record is added or an existing customer’s details are modified, the date of the change
should be recorded. This allows old (i.e. suspect) information to be readily identified and
either updated or removed altogether.
Rule 7 – Resist Unnecessary Clutter

Remember that the purpose of the database is to promote communication with existing
customers. Don’t clutter the list with useless contacts. Not everyone you meet is a
customer. The person who gave you their business card on the golf course might not even
be the right person to deal with in their organization. Rather follow up and find out who
you should be talking to and record that person’s details. Likewise, don’t add supplier- or
competitor names to your customer database. If you want to keep track of them, start new
databases for competitors and suppliers.

Rule 8 – Restrict Permission to Add or Modify Customer Data

The customer database is a shared resource and careless attention to detail by a few
individuals will reduce its usefulness to everyone in your organization. To protect the
integrity of this strategic asset, the authority to add to- or modify the customer database
should be restricted via a password-protected user interface. Even commonly-used
applications such as Microsoft Excel provide such protection measures.

Rule 9 – Update and De-Clutter Regularly

Despite your best efforts, information contained in your customer contact database will get
out of date over time and clutter will accumulate. You should therefore introduce a process
to systematically verify- or update each contact’s details at least once a year. More
frequent updates may annoy the customer, while less frequent contact increases the
likelihood of your customer data being inaccurate.

Rule 10 – Hire a Professional to Do It

Carrying out a systematic update of the client database is not a trivial exercise and simply
adding the task to someone’s existing job description virtually guarantees that it won’t get
done. To get it thoroughly cleaned and updated, you should outsource the job to a
company that specializes in this field. It may cost money, but you can rest assured that it
won’t be shelved because operational priorities get in the way.
3.3 The customer is thanked in a way that will encourage future support and in
accordance with organisational policy.
As a small business owner, your company lives based on your customers. Want to improve
your business? Focus on improving customer relations and keeping them happy.

And if you run a business that focuses on care -- whether you provide in-home care to
seniors or day care to kids -- that idea of caring about your customers is even more
important!

Here are 37 ways you can express your appreciation to your customers -- which will
hopefully make them more likely to stick with your business.

i. Do It the Old-Fashioned Way

Send a thank you note. It’s a simple but thoughtful gesture that holds even more
meaning in our era of quickie tweets, posts and likes.
ii. And the Modern Way
Make a digital thanks personal with a video posted on your business’ website or
Facebook page.
iii. Check In
On a regular basis; reach out to customers to find out how they’re doing.
iv. Create a Warm, Welcoming Atmosphere in Your Office
If you regularly have customers visiting you, have coffee and treats readily available.
Or take it a step further and turn your office into a relaxing oasis that people enjoy
visiting. Play soothing music or offer 5-minute neck massages.
v. Send Baked Goods
Extend this last idea with the gift of a yummy treat delivered to customers’ doors.
vi. Or a Book
Find a book that is useful to your customers and give them complementary copies.
Can afford books? Email or print out articles.
vii. Don’t Try to Sell 24/7
Your customers don't want to feel like you're always trying to sell them something.
Send a thanks by interacting in ways that don’t have a bottom line for your business.
viii. Share Your Personal Side
Andrew Percy, founder of Prometheus Internet Marketing believes that people enjoy
working with people, not “resources.” For Christmas last year, he sent clients a
 photo of himself with his family, along with a brief story about each of his two kids.
Clients loved it and some even shared stories and pictures in return.
ix. Return Patronage
Recommend your company's customers -- individuals or businesses -- online via
LinkedIn or Facebook.
x. Highlight Special Customers
Praise standout customers in a blog post on your website (ask their permission first,
of course).
xi. Be Community-Oriented
Your customers are often people who live locally. Show that you take pride in the
neighbourhood by posting a bulletin board with nearby events that your customers
may be interested in.
xii. Go One Step Further
Create “Customer Awards” on your website or Facebook page, and describe the
ways in which you appreciate those selected.
xiii. Provide Relevant Information, and Often
Post intelligent, informative articles on various social media channels. Because most
of your daily interaction with your customers is online and through social networks,
says Cathy McPhillips, marketing director of Content Marketing Institute, you should
focus on nurturing that relationship. For example, create daily blog posts and articles
that will help your customers and then share them on your social sites.
xiv. Send Samples
Do you have any products that you offer or that reflect your business? Present them
to your customers when they sign up or at a random time.
xv. Give Back
Donate to charities supported by customers.
xvi. Say Happy Anniversary
Celebrate customers who have been with you for a month or a year. Pull from a
classic and send flowers and chocolate. Or just let them know you appreciate their
loyalty and business.
xvii. And Happy Birthday
Have a party to celebrate the day your company started and invite your customers
to share in the occasion.
 xviii. Provide Learning Opportunities
Empower customers with knowledge about your business by hosting educational
sessions or webinars, or by offering online classes.
xix. Open Up Your Space
Small local groups often have a hard time finding meeting space. Offer a room in
your business that groups can use. It will should how much you care about your
customers and maybe those members will turn into customers.
xx. Create a Rewards Program
Repay loyal customers with incentives, such as a free product or service for every
ten purchased or used.
xxi. Throw a Party
Plan something special for no other reason than wanting to give your customers a
good time.
xxii. Get Creative with a Branded Gift
Send out a small token of appreciation with your business’ name on it -- a pen, a
mug or something unusual like a kazoo.
xxiii. Send Cards on Lesser Known Holidays
Most businesses send out holiday cards, but what about the rest of the year? Show
customers you’re thinking of them throughout the year by sending out cards
for wacky holidays like "Love Your Pet Day" on February 20th if you run a pet care
business.
xxiv. Invite Feedback
Ask customers what you could be doing differently, better or more of.
xxv. Have a Meet and Greet
Put a face to your company by letting customers get to know you in person. Use it to
practice active listening about customers’ needs, concerns, values and thoughts.
xxvi. Sponsor Meetups
Look for local Meetups that are relevant to your business and customers. Get
involved by offering to help plan activities or sponsor events.
xxvii. Give Them a Voice
Invite a customer to speak about your business at a conference or event.
xxviii. Plant a Tree in Their Honor
It’s not a common practice, which makes this gesture all the more unique and
appreciated.
 xxix. Find Meaningful Naming Opportunities
You could name a service or a product after a customer, or brainstorm another
method of getting their name somewhere (and on something) meaningful.
xxx. Send a Personalized Gift
This isn’t a one-size-fits-all suggestion, but it shouldn’t be a challenge. Internet
marketing expert Joan Holman says that “hopefully business owners will know a lot
about their customers … when they do, they can often come up with some very
special gift ideas.” She suggests a toy for their dog or cat or a grocery delivery for a
family.
xxxi. Know Names
Be intentional about the little things, not just the big ones. When you have a small
business, you should make every effort to know your customer's names or at least
keep a listing of personal data (birthdays and pet names) that you can easily access.
xxxii. Partner With Local Businesses
Are there any nearby businesses that complement your offerings? Get together and
co-sponsor an event for customers. If you have a day care, maybe hold an info
session at a local wine store for prospective parents. Run a pet sitting business? Pair
with a local bakery that offers doggie treats and plan an event at a dog park.
xxxiii. Cut Through Red Tape
Let customers know they can contact you directly.
xxxiv. Practice Random Acts of Kindness
Do something nice for individual customers when it’s unexpected.
xxxv. Donate Leftovers
When you have leftovers from your daily business or special events, donate them to
local charities.
xxxvi. Create Special Discounts
Do you have discounts for students, military members or single parents? It's a great
way to target and pull in demographics in your area.
xxxvii. Get Back to Basics
The best gift you can give your customers is exceptional customer service. It says
thank you with every interaction.