http://blogs.bnet.com/smb/?p=1372&tag=nl.e713

• Make the packaging count — You can throw in some styrofoam peanuts and toss the packing list on top, like most companies do. The order will get there and the customer will be fine with it. But package it nicely, in a clean box — with something other than the peanuts (that everyone hates) — with the paperwork neatly printed and folded (bonus points for having someone write ”thank you” on the packing list), the box neatly taped and labeled, and your TLC will not go unnoticed.

• “Mega-personalize” every interaction — If your computer (or just good memory) tells you the customer has purchased from you before, say “Great to hear from you again, Mr. Smith!” If you know what they ordered before, say “Did you want this one in blue, like last time?” If you know the customer is wasting money on express shipping, say “You know, it will get there in two days by regular ground anyway, and you’ll save $20.” Bonus points for recognizing birthdays. Powerful, affordable software puts great customer relationship management within reach of almost any company.

• Go above and beyond in solving a problem — If a customer is really unhappy with something and wants to return it for a refund, you give them their money back without a hassle. That is fine baseline performance. Bonus point if you don’t let your published return policy get in the way. Two bonus points if you refund original shipping, five points if you take care of shipping both ways, and up to a jillion points if you do something to show you care, or to make up for the customer’s time and trouble. Maybe an unusually nice discount on a future order, a note from the boss, or even a gift. Of course you have to judge what, if anything, is appropriate relative to the problem and the money involved, but there is always something you can do. And often enough, that unhappy person will turn back into a loyal, word-spreading customer.

• A little “smile-maker” surprise — I buy all of the filters for my house (fridge, air, water, etc.) from www.filtersolution.com. Every time I get a shipment, there’s a little pad of sticky notes in there, and on the first page is a handwritten note from the president, thanking me by name for my repeat business. Filters are a commodity — I can get them anywhere, maybe even cheaper — but I will never buy them anywhere else, because that tiny but personal extra touch has locked me in. And there’s a marketing bonus for Filter Solution: Those sticky notes with their logo on them are all over my office.