In the last of a four-part series exploring the marketing organization chart for small business owners, we look at customer service. Often large companies do not consider this as part of their “marketing effort,” but most small business owners know if you don’t take care of  your clients after the sale, you will not have many new sales.

There are three main elements of customer service:

• Loyalty
• Community
• Referrals

Loyalty

How do you reward your clients for doing business a second or third time? Do you offer multi-unit discounts? At Roundpeg, we discount the second and third press release we write for a company. Why?  Because it is always easier for us as we get to know a company to write the subsequent release. Also, we think companies will have a better shot at being noticed by the media if they send more than one release, so in this case our loyalty program saves them money and encourages them to do the right thing!

Community

Your clients may share other things in common beyond the use of your services. Being the focal point which brings them together becomes an added benefit of doing business with you. The software companies have known this for years, creating user groups where clients work together to learn, and improve the product. Since my target is small business owners, they often enjoy coming together to share ideas and information. And from time to time, they actually end up doing business together.

Referrals

Go back and reread the referral section of the lead generation post. Ask for the referral, testimonial or recommendation.  If you have provided good service, it should be easy to do!

Update Aug 15, 2012 Over time we have evolved the image.  Here is our latest version:

For more information about how you can use a marketing org chart to help your small business, download our free mini-ebook. You’ll receive in-depth information on using this chart in your own small business to create a cohesive marketing strategy that brings in leads you can convert into real customers.