Customer care involves putting systems in place to maximise our customer's satisfaction with our business. Our sales and profitability depends on keeping our customers happy which should be a prime consideration for every business .

In some roles Customer care is more directly important than others. For receptionists, sales staff and other employees in customer-facing roles, customer care should be a core element of their job description and a core criterion when we’re recruiting.

A huge range of factors can contribute to customer satisfaction, but our customers - both consumers and other businesses - are likely to take the following into account:

· How well our product or service matches customer needs.
· The value for money we offer.
· Our efficiency and reliability in fulfilling orders.
· The professionalism, friendliness and expertise of our employees.
· How well we keep our customers informed.
· The after-sales service we provide.

For customer-facing employees such as receptionists and salespeople, customer care is a core part of the job. Customer service levels should be a key criterion when recruiting to these roles.

Management of our customer care

Understand our customers
In business-to-business trading, providing a high level of customer care often requires us to find out what our customers want and to identify our most valuable customers or best potential customers so we can target our highest levels of customer care towards them. Another approach - particularly in the consumer market - is the obligation to treat all consumers to the highest standard.

Collect information about our customers

Information about our customers and what they want is available from many sources, including:

· their order history
· records of their contacts with our business - phone calls, meetings and so on
· direct feedback - if we ask them, customers will usually tell us what they want
· changes in individual customers' order patterns
· changes in the overall success of specific products or services
· feedback about our existing range - it's a pity it doesn't do …
· enquiries about possible new products or services
· feedback from our customers about things they buy from other businesses
· changes in the goods and services our competitors are selling
· feedback and referrals from other, non-competitive suppliers

Manage your customer information
It's important that we draw up a plan about how customer information is to be gathered and used in our business. We establish a customer-care policy. We’ve assigned a senior manager as the policy's champion and also we’ve made sure that all our staffs are involved .We manage our customer records using a database system or with customer relationship management (CRM) software..

Know your customers' needs
The more we know about our customers, the more effective your sales and marketing efforts will be. It's well worth making the effort to find out:
· who they are
· what they buy
· why they buy it

We can learn a great deal about our customers simply through talking with them. We get a valuable picture of what's important to them by asking them why they're buying or not buying, what they may want to buy in the future and what other needs they have can give. It's much easier to offer our customers solutions if we know the challenges that face them.

We keep an eye on future developments in our customers' markets and lives. Knowing the trends that are going to influence our customers helps us to anticipate what they are going to need - and offer it to them as soon as they need it.