In an age where consumers are spoilt for choice, businesses can no longer afford to deliver a poor quality of service to their customers, says Bath Racecourse in the latest of our Bath Business News Expert Panel articles.
A business cannot exist unless it has customers who are looking to buy the product that it is selling. Retaining an existing customer base is cheaper and ultimately more profitable than targeting and acquiring a new one. Businesses should work hard to build and nurture their customer base, as ultimately they will be rewarded with frequent and an increase in business. One estimate is that it costs five times as much to attract new customers as it does to keep an existing one.
In order for businesses to maintain a good level of customer service sales, marketing and customer services departments need to work together more closely to make sure that promises are kept, which is a day-in, day-out process. This is what makes it far trickier to retain clients than it is to get new ones.
The ability to deliver customer service may differ depending on the size of the business and the number of customers. But what is important is having these measures in place to be able to keep the promises that the product offers. Social media is an example of a powerful tool that is often used to explain how quickly poor customer service or a company behaving badly can spread not just around the UK but also around the world.
Bath Racecourse attracts a wide range of customers in both the B2B and B2C markets. So it is vital that the customer is the centre of everything that we do. Be it selling an admission ticket, a hospitality package or a venue for a conference, our team always endeavours to go above and beyond in order to deliver outstanding customer service. In order to encourage repeat visits and customer loyalty, our team works tirelessly to build packages or offer customers an experience that money can’t buy in order to retain them.
Customers are not generic and therefore it is critical that businesses recognise this and respond flexibly to different customer types and behaviour. It is important to get it right and have a business that is both sustainable and profitable, as well as one that is supported by a loyal and satisfied customer base.
For more information on the packages, events and race meetings at Bath Racecourse please visit www.bath-racecourse.co.uk or call our events team on 01225 424609.
