Your answer to the second question may provide insight into your answer to the first. The relationship you have with your customers will directly influence the success of your business. A positive relationship can boost profits and build a strong base of repeat visitors/customers. When thinking about their customers, many small business owners think in terms of customer service. Customer service is important to building customer relationships, but it is only one component of the relationship-building process.

Quality Customer Service Begins the Relationship-Building Process

Let's discuss the basics of customer service and then go beyond that to outline some tips for building positive customer relationships. Every time you have contact with a customer presents an opportunity for excellent customer service. Jan Carlzon, President of Scandinavian Airlines System, created the term "Moment of Truth" for each customer contact in person, by phone, or by e-mail. Carlzon believes that each Moment of Truth provides an opportunity to create a positive or negative perception of the organization. Therefore, his recommendation is to "manage the dickens out of those unique, never-to-be repeated opportunities to distinguish ourselves in a memorable fashion from each and every one of our competitors" (www.customerfocusconsult.com). So what are the basics of managing these Moments of Truth?

1. Treat customers with courtesy and respect.
2. Be professional.
3. Meet agreed upon deadlines.
4. Be pleasant and helpful.
5. Assist inquiries promptly and completely.
6. Be punctual for meetings and appointments.
7. Notify customers of any changes to timeframes.
8. Provide customers with information about price and availability.
9. Treat the customer as a welcomed guest and not as an intrusion to your work.

These nine principles provide the foundation for positive customer relationships. Two helpful activities may ensure that the foundation is a solid one. First, develop a list of customer service values for your business. These values might include quality, respect, or professionalism, for example. Once your list of values is complete, develop a customer service philosophy for your business. This philosophy sums up your customer service values in one sentence or less. For example, "To serve our customers, our reason for being in business, in an effective, friendly, and quality way." Posting this philosophy in your work area can serve as a daily reminder (on some days, that reminder is needed!). In addition, the philosophy can be shared with your employees (old and new). It is an effective way to start a conversation with employees about expectations and areas for improvement.

Let's move on to fostering positive customer relationships. Relationships are on-going and can be helped or harmed at any time. Never take them for granted. Customer relationships, much like our relationships with family and friends, require attention and effort.

Building Positive Customer Relationships

Provide "value added". According to Grace Butland, (Crafts Report, 2001), it is important to set yourself apart from your competition by adding value to what you sell. Customer service consultant, Eric Fraterman, poses the following formula for creating WOW experiences for your customer: WOW = OK + 1. The +1 is something that is valued by the customer. This might include giving an information card about the artist or history of your product/service, including special instructions for the care of the product, offering demonstrations on how to use your products, or creating a newsletter with valuable information related to your business and of interest to your customers (i.e., how to choose a Bed & Breakfast or recipes for your "house specials"). Your chosen +1s should have little or no cost, should be quick and easy to do, and they must be noted and valued by your customer

Create an atmosphere that encourages building relationships. Relationships are built through conversation and activity. So, think of ways to get your customers to linger a bit at your business. This might include offering light refreshments on the weekends or having a guest artist, musician, or writer available for conversation. Offer a short hands-on activity the customers will enjoy. For example, at my studio, I let customers make their own bath bags for 50 cents each. What they take home smells good and they will remember me when they take a bath or soak their feet!

Keep in touch with your customers. Collecting information about your customers, such as their name, address (e-mail too), and birth date gives you valuable relationship-building tools. You can send a special note for a birthday, complete with a gift certificate worth $5.00. Or send thank you notes to those folks who spend a good deal of money with you. Keep your customers abreast of special sales, new products, shows, or events in your area. Your goal is to create repeat customers by keeping your name (and the positive associated experiences) in their memory.

Understand your customers' needs. KAHT businesses cater to tourists. As such, your customers are unique in their needs while visiting your place of business. Hospitality is one of the most important advertising tools for tourism-related businesses since visitors will return again to places that are welcoming. And "word of mouth" advertising is particularly powerful-your customers will go home and tell their friends, families, and co-workers about their experience. Do your part to make sure what they are saying is positive!

Tourists need accessible rest rooms, trash cans, and basic snacks/drinks. Oftentimes they need directions. Make sure you are familiar with area attractions and can give clear directions on how to get to them. It's a good idea to keep a supply of area maps, so you can draw their route on the map as you verbally give the directions. If maps are not available, make sure you write down the directions. Remember, what is very familiar to you may be extremely confusing to visitors. Visitors are interested in finding places to eat, so have sample menus available, hours of operation, and phone numbers for area restaurants. Similar information should be available for lodging.

The following questions (Dawson, Michigan State University Extension, 2002) will help you prepare for the questions tourists ask most often about your community and surrounding area:

1. Are there any museums or historical sites here?
2. What kind of lodging is available?
3. Can you recommend a good place to eat?
4. Are any local activities or special events happening in the next two days?
5. Where can I get service for my car?
6. Where will I find tourist information?
7. What are the local recreational activities and parks?
8. Are there any local tours available?
9. Where are the local retail stores located?
10. What is it like to live in this community?

Reap the Benefits!

Effective customer relationship building can boost your profits and create a strong customer base for your business. Plus, it's fun to make new friends and acquaintances and to contribute positively to your customer's travel experience. It's up to you to think creatively about how to improve customer relationships. Brainstorm ideas with friends. Visit thriving tourist areas and check out what its stores, restaurants, and bed & breakfasts are doing right. Read trade publications. Make it your mission to continuously improve your relationships with customers. You will be glad you did.

The Gladie Cultural, Environmental and Learning Center, located in the Red River Gorge Geological Area is a wonderful new facility for tourists to visit on their trip through the gorge. Inside the Center is the Gladie Gift Shop. The manager of this gift shop is Garry Chaney and he is looking for new artisans to showcase and sell products that are made in Kentucky. The gift shop opened on March 14th and is open daily from 9:00am-5:00pm. For more information about having your products sold here, contact Garry at 606-663-5088.

Renfro Valley, KY

Located in the well known entertainment town of Renfro Valley, the Aunt Polly House and Historic John Laird House have opportunities to showcase Kentucky Artisans and Crafters. This area is a major tourist draw located right of off I-75 at exit 62. For more information, contact Jeff Hayes or Mary Ramsey at 606-256-1691.

London, KY

The Little Rock Cottage Folk Art Center and Gift Shop, located on the grounds of the Bennett Center in London, KY is looking for traditional Kentucky Folk Art and crafts for their gift shop. For more information, contact Merlene Lawson at 606-877-3655.