CHAPTER 1 -- INTRODUCTION TO BUSINESS COMMUNICATION

UNDERSTANDING BUSINESS COMMUNICATION

In order to understand the essentials of effective business
communication, one has to have a reasonable appreciation of the world
of business itself. Business communication is distinct from personal
communication, as it has a different set of objectives. In these
paragraphs, we shall be discussing various characteristics and features of
business so that the needs of business communication become clear.

DISTINCT CHARACTERISTICS OF BUSINESS

A business has certain distinct characteristics. These set it apart from

other activities such as personal affairs, religion and charity.

 PROFIT MOTIVE

A business is known by its commercial character i.e., the profit

motive. At the end of the day, every business looks at its net
earnings. It looks to a healthy bottom line, that is, reasonable
profits, and generally not exorbitant profits. There may be times
when it incurs losses and will have to live with such losses.

While seeking profits is a necessary trait for any business,

profiteering or seeking exorbitant profits from the customer is
inimical to any business. Customers are the essence of any
business and when there are no customers, there is no business.
Customers are the source of income and profits for any business.

Business communication should, therefore, aim at keeping the

customer base intact and ever expanding.

 COMPETITIVE IN NATURE
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CHAPTER 1 -- INTRODUCTION TO BUSINESS COMMUNICATION

Today’s business world is an intensely competitive world.

Competition means that there are many players in the
market, offering identical products and services. As a result,
customers have substantial choice of products and services.

THE MAIN FUNCTIONAL AREAS IN A BUSINESS AND THEIR PURPOSES

PRODUCTION
SALES
MARKETING
Functional RESEARCH AND DEVELOPMENT (R&D)
Areas ADMINISTRATION
CUSTOMER SERVICE
in a Business DISTRIBUTION
Organisation ICT
HUMAN RESOURCE
FINANCE

The
main purpose of structuring a business with well-defined functional areas
is to ensure that all important activities of the organisation are carried
out in a co-ordinated manner and, efficiently. This is an essential
consideration in the creation and running of the business as it is aimed at
achieving the aims and objectives of the organisation fully. Each
functional area undertakes responsibility for supporting and undertaking
specific aims and objectives. And all the component functional areas are
kept in harmonized by efficient communication linkages.

Each of the above functional areas serves diverse but congruent

purposes, for example:

Sales and Marketing department is involved in meeting the

targets of increasing sales volumes and capturing new customers

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CHAPTER 1 -- INTRODUCTION TO BUSINESS COMMUNICATION

Human Resources department arranges procuring new personnel,

arranging training activities and supporting the continual
development of all staff
Finance department monitors costs, income, expenditure and
supports aims and objectives to maximise profits
Production department sets targets relating to quality and quantity
out of the planned production schedules

KEY ISSUES OVER WHICH FUNCTIONAL AREAS NEED TO COMMUNICATE

It is neither possible nor desirable for any functional area in a business

organisation to work in isolation. Constant communication, coordination
and cooperation are essential for the business to achieve its aims and
objectives.

In the table below are some of the major reasons why departmental links
are essential, and how these links get enabled within the communication
milieu.

F UNCTIONAL A REA COMMUNICATION M ILIEU

S ALES must participate in production
scheduling and agree on delivery dates of
orders with PRODUCTION so that
PRODUCTI customers are not disappointed.
SALE ON P RODUCTION must alert SALES about
S production glitches which will affect the
customers’ expectations.
S ALES and M ARKETING must liaise over
sales promotions and advertisements so as
SALE MARKETI to enable S ALES personnel to be in good
S NG
position to handle enquiries and prospects.

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CHAPTER 1 -- INTRODUCTION TO BUSINESS COMMUNICATION

F INANCE must know the enquiries being

made to SALES by customers so as to
check their credit rating before credit sales
SALE
FINANC are made. FINANCE must get involved in
S
E negotiating discounts and/or when S ALES
are finding difficulties collecting payments
from customers.
C USTOMER SERVICE must relay
SALE
CUSTOMER
customer feedback to both S ALES AND
S M ARKETING as this could affect future
SERVICE MARKETI
NG product design/specifications and SALES
forecasts. S ALES and M ARKETING
must liaise in his function.
( R&D) and P RODUCTION liaise over
(R&D) PRODUCTI product development and production
ON methods and processes, specifications and
quality control.
F INANCE will send invoices after being
informed by DISTRIBUTION of goods
DISTRIBUT FINANC
ION E having been dispatched/delivered.
SALES must be ready with information for
SALE
S
customers when deliveries are due, after
DISTRIBUT
ION being alerted by D ISTRIBUTION , and be
aware of delays, if any, in good time.

ALL OTHER
F INANCE monitors ALL OTHER
DEPARTMENTS DEPARTMENTS over spending and the
FINANC achievement of cash flow targets.
E
H UMAN RESOURCES liaises with
HUMAN F INANCE over salary increases, bonuses
RESOURCES FINANC and deductions.
E
ALL OTHER H UMAN R ESOURCES , in liaison with
HUMAN DEPART- A LL OTHER D EPARTMENTS , handles
RESOURCES MENTS job vacancies, promotion of staff, and
training.

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CHAPTER 1 -- INTRODUCTION TO BUSINESS COMMUNICATION

DATE:
ASSIGNMENT / /
day month year

Provide your particulars here below, please. Thank You.

Index No.: Course:

A. Fill out the column of RECOMMENDED COMMUNICATION METHODS in

the table below, selecting your option from the following list: FACE-TO-
FACESTRICTLY FORMALLETTERORAL OTHER THAN FACE-TO-FACEVERBAL REPORTWRITTEN
REPORT EXAMPLES OF TYPICAL BUSINESS INFORMATION SITUATION
AND RECOMMENDED COMMUNICATION METHODSBUSINESS
INFORMATION SITUATIONSRECOMMENDED COMMUNICATION METHODSNorthern Region
Branch Manager seeking information on how to fill out expenses claims
forms sent from the Accounts department at Head Office in Kampala
Comments made by the Managing Director to employees in a morning
assembly informing them that continued lateness is likely to result in
disciplinary action by the company.

Employment details given to a new employee. Information on sales

figures sent from the Sales Manager to the Managing Director
Negotiations between Management of Uganda Transport Company
Ltd (UTC) and drivers’ union representatives over possible rewards
for agreeing to changes in work scheduling.

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CHAPTER 1 -- INTRODUCTION TO BUSINESS COMMUNICATION

(1) Members of the UTC Drivers’ Savings and

Cooperative Society (SACCO) taking resolutions
to start their own bus transport company,
proposed as THE BAGANDA BUS COMPANY LTD, after
the imminent termination of employment of some
of their members by UTC, in 1977
(2) An order for 20 inventory books to a printer from
a warehousing company
(3) An advertisement for a salesperson placed by the
Human Resource Manager
(4) Making a quick enquiry on the arrival at
Mombasa of a container from Bangkok, Thailand
(5) Reminding factory workers of their scheduled
meeting with the Chief Engineer in 15 minutes in
the canteen

B. For each of the ten situations, support your recommended

communication method by giving at least one reason pertaining to
business communication principles/practices. Use the space provided
below for BUSINESS INFORMATION SITUATION NO.1. Finish up the remaining
nine on separate sheets of paper, and attach them all together for
coursework assessment.

BUSINESS INFORMATION SITUATION NO.1:

Northern Region Branch Manager seeking information on how to fill
forms sent from
out expenses the Accounts department at Head Office in Kampala.
claims

RECOMMENDED COMMUNICATION METHOD:

REASON:

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CHAPTER 1 -- INTRODUCTION TO BUSINESS COMMUNICATION

KEY ELEMENTS OF EFFECTIVE BUSINESS COMMUNICATION

We communicate all the time, even when we are not aware of it.
We communicate through gestures, body language, facial
expressions, and tone of voice as well as through the words we
speak (and even the ones we do not!). Add to this mix: language;
cultural and social differences; educational background; physical
proximity; and individual fears, insecurities, strengths, and
weaknesses.

"You are not only

responsible for what
you say, but also for
what you do not say."

Martin Luther

EFFECTIVE COMMUNICATION IS ESSENTIAL FOR EFFICIENT MANAGEMENT

AND PERFORMANCE IN ALL ORGANISATIONS: HOW TO ACHIEVE IT

Business Management relies heavily on effective communications to build

robust and harmonious internal collaborations while developing sound
external networking partnerships and a growing customer base.

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CHAPTER 1 -- INTRODUCTION TO BUSINESS COMMUNICATION

Whether it is asking permission to proceed with a sale or seeking an

approval to move a corporate agenda forward, the way business
executives express their ideas, schemes, proposals or projects can impact
how their audiences perceive them. These might be fundamentally sound
but poorly communicated they are bound not to arouse the response or
interest from their intended targets.

Effective communication is essential for efficient management and

performance in all organisations.

Without effective communication, employees do not know

 what they are supposed to do,

 why they are supposed to do it,
 where to do it
 when to start doing it,
 when to finish
 how to do it or
 whom to do it with
 who to report to or seek guidance from

Similarly, without effective communication, managers have little idea of

 how the business is performing,

 what people are actually doing
 how what they are doing could be improved or
 what their customers think.

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CHAPTER 1 -- INTRODUCTION TO BUSINESS COMMUNICATION

......A SHORT STORY YOU MAY HAVE HEARD....

SOMETHING had to be done

SOMEWHERE.
SOMEBODY had to do it with
SOMEONE.

But, because EVERYBODY thought

ANYBODY could do it, NOBODY
did ANYTHING about it.

And, in the end, NOTHING was done

ANYWHERE !

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CHAPTER 1 -- INTRODUCTION TO BUSINESS COMMUNICATION

ENSURING THAT EVERYONE IS WORKING TOWARDS A COMMON GOAL AND

ENABLING FEEDBACK ON PERFORMANCE

Communication links all the activities of all the various parts of the
organisation. It ensures that everyone is working towards a common goal
and enables feedback on performance. Imagine studying for an exam but
the lecturer has not given you the examination schedule, neither did s/he
give you a course outline. Then you can appreciate how important good
communication is.

By communicating effectively,
Management is able to explain the
objectives of the organisation,
making it possible for the
employees to make an input into
the decisions made.

TO MAKE GOOD DECISIONS, MANAGERS NEED HIGH–QUALITY INFORMATION

Effective communication is also vital for successful decision making. To

make good decisions, managers need high–quality information. If they do
not know what is happening in the market, for example, they are less
likely to be successful. If, however, their market knowledge is good they
are more likely to develop an appropriate marketing plan. Effective
communication provides managers with the information they need, in a
form they can use, when they need it.

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CHAPTER 1 -- INTRODUCTION TO BUSINESS COMMUNICATION

MOTIV
ATES

WHAT
GOOD -
CLARIFIES
COORDINA QUALITY ROLES AND
TES COMMUNICATI RESPONSIBILI
ON TIES

CAN YIELD
ENABLE
S
FEEDBA
CK
WORKPLACE CULTURE DEFINES THE FORMALITY AND THE METHOD OF SPREADING
IDEAS AND SHARING FEEDBACK

Business persons must learn to make distinctions between internal and

external communication. In most companies, workplace culture defines
the formality and the method of spreading ideas and sharing feedback.
Some businesses rely heavily on emails, while others have built a culture
of meetings. Likewise, organizations often use a narrow set of preferred
communication channels to engage with customers. Mass media
advertising campaigns should complement the conversations between
customers and local sales or service agents. An employee who falls
outside a company’s communication norms can be viewed as inauthentic
or “off message.”

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CHAPTER 1 -- INTRODUCTION TO BUSINESS COMMUNICATION

Good-quality information should be:

 easily accessible
 up to date
 cost effective

MOTIVATING EMPLOYEES

Good communication is also extremely important to motivate employees.

People need to know how they are getting on, what they are doing right
and in which areas they could improve. Working on your own without
receiving any kind of feedback at all is extremely difficult. It is much easier
if someone is taking an interest and providing support. Interestingly,
nearly all staff surveys reveal that employees do not feel that
management communicate with them very efficiently. So there is clearly
a need for managers to improve in this area.

To ensure that communication is motivating, managers need to ensure

that employees:

 understand the objectives of the organisation as a

whole
 understand why their job is important and how it
contributes to the overall success of the firm
 know how the job should be completed
 know how they are performing

EFFECTIVE COMMUNICATION FOR PROFESSIONALS

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CHAPTER 1 -- INTRODUCTION TO BUSINESS COMMUNICATION

Professional persons, such as engineers and scientists, architects,

solicitors, doctors, computer nerds often find themselves tongue-tied or
resort to their professional jargon when faced with the challenge of
expressing their points or justifying their decisions or recommendations.

Thus, for professionals to remain productive, communication should

include a specific call to action, backed up by persuasive evidence that
reinforces the desired outcome, all done using as simplified a language as
possible. While, for example, a production engineer may choose to draft a
memo to his team about a policy change or process modification, the
conversations that ensue after the memo’s publication often determine
the success of that request. This demonstrates the maxim that effective
communication requires two or more parties to engage in a cycle of
feedback that shapes their subsequent actions.

THOROUGH PREPARATION REQUIRED

Anyone who has embarked on a

business communication
mission without thorough
preparation and failed
miserably can understand the
importance of preparation.
Preparation will vary depending
on the situation and the
importance of the
communication, but certain situations require more preparation than
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CHAPTER 1 -- INTRODUCTION TO BUSINESS COMMUNICATION

others. Conducting an annual performance review, responding to a

customer complaint, making a request for a pay increase and delivering a
business presentation all are examples of communications that require
preparation. That preparation will include thinking about the messages
you wish to convey, possibly writing a script to help you gather your
thoughts, and even practicing your communication with a friend,
colleague or on your own.

UNDERSTAND YOUR AUDIENCE

It is impossible to communicate effectively with anyone without first

understanding that individual’s
needs interests, concerns and
expectations.
This is as true in the business
world as it is in our personal
lives. The first step is to consider
what is important to the
individual you will be
communicating with and what
questions or objections they
might have. Then, in deciding
how to approach the individual
and what key messages to convey, ensure that you are focused on
meeting and addressing their needs, concerns and aspirations.

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A PERSPECTIVE ON BUSINESS COMMUNICATION THAT INVOLVES FOUR

KEY ELEMENTS: PURPOSE, STYLE, LISTENING, FOLLOW-UP

For real communication to occur, the parties involved in the

communication must have a clear and demonstrated understanding
between them. That is, each person can repeat the main points
communicated by the other person in his or her own words. To be
successful in any business requires this kind of effective, two-way
communication.

To enhance this mission are four key elements:

 Purpose
 Style
 Listening
 Follow-up

PURPOSE

In business, when we communicate we usually have a purpose.

Sometimes we have not considered that purpose sufficiently before
beginning the dialogue. So, first we must clarify our purpose. What
do we want as a result of this communication? What would be a
successful outcome?

To look at it from the other person's perspective, we also need to

identify 'WHAT'S IN IT FOR THEM' or WIIFT. The application of WIIFT
can be demonstrated by examples from the scenario of internal
communication within a business organisation.

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CHAPTER 1 -- INTRODUCTION TO BUSINESS COMMUNICATION

WIIFT would, in this scenario, include:

 a challenging assignment

 opportunity for visibility

 learning new technology

 career advancement, and

 demonstrating initiative or

 a willingness to assume additional responsibility.

WORKPLACE SCENARIO:

Let us consider dialogue with an

employee regarding a new
assignment.

Initially, we may look at the

assignment and consider that its
successful completion is the
PURPOSE. But let's break this process
down into steps, with handing over
an assignment to a freshly
inducted employee as being the
first step.

Our desired outcome FOR THE MEETING is a hand-over that will ensure the
successful execution of the assignment at hand.

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CHAPTER 1 -- INTRODUCTION TO BUSINESS COMMUNICATION

This meeting will be guided by the following checklist:

CHECKLIST√√Employee fully understands the

√
assignmentEmployee responds to questions to ensure that he is
understandingEmployee is able to restate or paraphrase the assignment
requirements Employee understands the consequences of completing or
not completing the assignment Employee has an idea of how to proceed
Employee articulates the ensuing steps Employee is aware of the
problems and/or issues at hand Employee knows resources available
and where to go for help We and employee agree on a follow-up status
check meeting Employee understands WIIFT

Now we have determined that our purpose is to hand-over the

assignment successfully. The analysis we completed will help us to
anticipate questions and problems, prepare resources, and ensure we
have matched the assignment to the most appropriate person.

We can use our checklist above as "success criteria" and actually check off
each item as it is completed. Therefore, our communication with our
employee leaves no doubt about what needs to be done; providing
sufficient detail ensures the person has the skills, talent, experience, and
resources to complete the task, knows where to go for help, will meet
with us for regular updates, and knows WIIFT.
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With a successful hand-over of the assignment, we have begun to

establish a paradigm for communication during the assignment work,
including follow-ups to check status, make corrections, and to
compliment upon completion.

Clarity in the initial communication benefits both the employee and the
manager, ensuring agreement between them regarding the desired
outcome of the assignment, expectations of the manager, and how to
find help and guidance through tools, resources, and status checks.

A clearly identified purpose can mean the difference between success

and failure. Thinking through a purpose may take time initially but will
form a consistent habit of clarifying desired outcome - which usually leads
to better results.

STYLE

Style has to do with who we are and how that style affects our
communication. We may engage in dialogue with little knowledge
of the impact of individual differences. Some of us may have a
higher awareness of style differences but still not use it when
communicating. Some of us may raise awareness when we have a
problem and only then examine our communication! Let's stop for
a moment and further define "STYLE."

Style is influenced by many factors, some of which were defined at

the beginning of this article. Position at work, for example,
influences communication. We may email the boss in a different
tone than we use with a peer or someone with a highly technical
background.

A longer list of style factors might include culture, upbringing,

religion, gender, age, education, language, race, politics - and this is
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CHAPTER 1 -- INTRODUCTION TO BUSINESS COMMUNICATION

not a total list. Some of the influences of our early years are
mitigated or enhanced during our growth and development. In all,
we become who we are, and who we are influences our
communication.

Here is a list of other factors that may affect style.

 Cultural and social differences

 Experience
 Physical proximity
 Individual fears, insecurities, strengths, and
weaknesses
 Politics
 Work environment

LISTENING

Active listening takes energy; it's work. To actively listen to

someone means the following:

 Focus eyes and mind on the person speaking

 Indicate listening through eye contact, note taking,
and body language
 Respond appropriately with comments, questions,
or paraphrasing

The first step is the most difficult: focusing solely on the person
speaking versus thinking of what we want to say next, beginning to
analyze, or even coming up with a solution! We can minimize these
tendencies by making good eye contact with the person speaking so
that our focus is only on that person.

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 CHAPTER 1 -- INTRODUCTION TO BUSINESS COMMUNICATION

Are you understanding the speaker’s words?

Do you need to ask questions or paraphrase so
Listen for CONTENT as to get more clarification?
Are your own filters (e.g. your personal
opinions, biases..) interfering?

Listen Listen
for for
CONTEXT INTENT

What does the speaker want to

How does the speaker’s remarks do, him/herself?
fit into her/his life situation? What does the speaker seek from
How does the setting and you to do?
environment help you
assimilate the message?
How does the speaker’s
sociocultural background
help you absorb the
message?
Listen for FEELINGS

What feelings are verbally expressed by the speaker?

What feelings does he/she express non-verbally?
What is it you detect the speaker is not saying but offers
clues to her/his inside feelings?
Do you maybe need to ask the speaker to express or
clarify his/her feelings more explicitly?

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CHAPTER 1 -- INTRODUCTION TO BUSINESS COMMUNICATION

Quelling the desire to analyze, problem solve, etc. means we have

to WORK hard. It takes a strong effort to halt or slow down these
urges. If we don't stop them, then our focus is not on the person
but is on our own words and thoughts, and we are not getting all of
the information they are telling us.

Short circuiting active listening means we short circuit them and

ourselves. When this does happen and we're aware of it, we can
stop the person and ask him or her to repeat what they said. We
might say, "Would you please repeat that so I will have a full
understanding," to cover our embarrassment for not listening!

Making eye contact with a person may depend upon style or

culture. Some cultures
prefer not to have direct
eye contact. Our style
assessment will help us to
determine whether or not
that is true for the person
with whom we are
dealing. Our assessment
will also help us to
establish which other
mechanisms to use to
indicate we are truly focused on what the person is saying.

Responding appropriately is a real indication of active listening.

When we talk with teenagers we might ask them to repeat what we
just said. If they repeat verbatim we know they heard us and can
"parrot." If they paraphrase or explain what we said in their own
words, we know they really listened and understood. The ability to
paraphrase is a powerful tool to use with our fellow employees. If

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CHAPTER 1 -- INTRODUCTION TO BUSINESS COMMUNICATION

we have any doubt of their understanding, having them paraphrase

is a good way to check it out.

Another appropriate response is to ask questions. If we are listening

to the person, asking appropriate questions helps that person to
know we are really listening. It works the other way as well. If an
employee or colleague does not ask us questions or does not
respond appropriately, we know we need to review again, repeat
using different words, draw a diagram, or whatever else we need to
do to help that person understand.

FOLLOW UP

Those that follow up can not only get the customers/clients that
other less conscientious sales people have left behind, but beat

competitors in attracting new business. To reap the benefits of

follow up, though, you have to do it, and have to do it right. It
continually astounds me that so few businesses that I am personally
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CHAPTER 1 -- INTRODUCTION TO BUSINESS COMMUNICATION

aware of can’t seem to be bothered to follow up. My guess is that

they are assuming that people will contact them if they’re
interested - a faulty assumption that can cost you a lot of business.
Customers and/or clients have busy lives and unless there's some
special reason not to forget about you, they will.

THE HANDWRITTEN NOTE MAGIC FORMULA

What's the best way to follow up? The phone call? The text
message? The email? No - none of these. The best way to follow up
is still the handwritten note.

Now don't take that to mean that you should just dash off one
handwritten note to a client or customer and your follow up is done.
If you are trying to make a sale, chances are good you are going to
follow up anywhere from two to seven times (I remember reading
that 80 percent of new sales are made after the fifth contact.)

The
HANDWRITTEN
NOTE, because of its
apparent personal
nature, has a power
that other follow up
techniques lack.

And that doesn’t mean that you have to write a handwritten note
each time. Phone calls, emails, and even text messages can
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certainly help keep you and your products and/or services in the
forefront of your client or customer's brain.

But the handwritten note, because of its apparent personal nature,

has a power that other follow up techniques lack, so it should be
the fulcrum of your follow up efforts.

Properly done, the handwritten note is a real relationship builder

because it says to your client or customer that you have taken the
time to recognize them as an individual and that their business is
important to you.

It's also a great way to differentiate yourself from the competition

because so few people bother to follow up at all, let alone follow up
in ways that will impress customers.

For instance, right now several financial investment firms are

courting me. One of them dropped an obviously mass-produced
flyer through the hole in my gate asking me for my business (and a
poorly printed flyer at that). He never bothered to follow up.

Another waited long and patiently at my office, excused and

introduced himself, and we had a pleasant chat about what my
financial investment needs might be – all in the space of 2–3
minutes. The next day I found a handwritten note in a neat
envelope with my gate keeper, thanking me for taking the time to
talk to him and asking me to let him know if he could be of future
service.

Guess which one of these firms I would choose to do business with?

Who wouldn't? The first investment firm may be fine, but the

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CHAPTER 1 -- INTRODUCTION TO BUSINESS COMMUNICATION

representative of the second firm has impressed me; it's his name
that is lodged in my mind.

Besides being a great way to get prospective new customers and/or

clients to think of you favourably, handwritten notes are also a
great way to thank people for their patronage. After we got new
flooring installed in our house by a local firm, the owner of the
business sent us a handwritten note thanking us for choosing their
firm and hoping that we were enjoying the look of our new floors
(which we are)! This sort of personalized attention is one reason
that I recommend this firm to anyone local.

Don't be afraid of being old-fashioned; when it comes to follow up,

sometimes the old ways are the best. Take the time to write
handwritten notes thanking your customers and/or clients; the time
you spend writing them will be well worth it in terms of return
business and increased positive word-of-mouth.

WHY YOU SHOULD FOLLOW UP BY ALL MEANS

Follow-up need not be expensive and can be easily achieved

through phone and email. Follow-up refers to responding to
business queries, inquiries, and complaints if your business is
relatively new. Many businesses fail soon after they are launched
only because they didn’t offer good customer support along with
their products and services.

Every customer has unique needs and as a smart entrepreneur, it’s

your job to find out what customers expect from your products as
well as your company. While quality is by far the most motivating
factor for buying a particular product for many customers, they also

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want more in terms of customer support, flexible payment options,

free product replacement and repair, and extended warranties or
product guarantees.

To keep your
customers happy and
enjoy a long-term
relationship built on
trust and confidence,
you must address all
of these needs. Happy
and satisfied
customers are your
biggest asset – and
often they are also the
ones that promote
your business in
incredible ways by
referring your
products and services
to others in their
social circle.

Not only do they come back to you for more business, but also
provide useful feedback that you can share with other prospective
customers.

Your customers are the ones who can make or break your
reputation in the market. This is why you need to go out of your
way, if needed, to ensure that their needs are attended to and all
their grievances are duly addressed.

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