Unless you’re brand new to business, you know that customer satisfaction isn’t optional. If you plan to stay in the game, serving your customer well is essential to your future, especially as competition grows in the ornamental and turf industries. But sometimes customer concerns have less to do with your operation and more to do with what’s happening on their end.

With this season’s supply chain shortages—and last year’s issues still fresh in minds—these can be high-stress times for some folks. That makes customer satisfaction more important than ever before.

These six pointers for outstanding customer service can help you satisfy your customers, old and new, and keep them coming back again—even during trying times:

Call out the “A” team. Make sure your most knowledgeable, most experienced team members are there for those who need extra customer care. The old adage that it’s easier to keep an existing customer than find a new one holds true. But that can only happen when customers get the service they feel they’re due. Make sure your customer service team knows your business and knows where to turn next for help. Have a designated point person to handle any issue that needs escalation. Don’t leave a transferred call or forwarded email to chance.

Trade lingo for language. It’s easy to get caught up in industry jargon, especially when you’re a wholesaler talking with other businesses in the same boat. But the person on the other end may be new to this industry. It’s important they understand what you’re saying, and don’t feel intimidated by “plant speak.” Unless you know the person on the other end has your level of expertise and knowledge, skip unnecessary industry terminology. Speak simply, not condescendingly. Be responsive, respectful, and avoid the lingo.

Be honest and transparent. It’s not always easy to admit you and your crew—or your supply chain partners—made mistakes. But when customers can count on your honesty, they can also count on your promise to make things right. That doesn’t mean pointing blame in your organization, sharing shortcomings unnecessarily, or complaining about suppliers. Just tell the truth. Own what happened, apologize, and get on with serving your customer. That's what they’re looking for.

Refuse negativity. No matter the problem or the customer’s attitude, it’s up to you to keep the conversation or interaction positive. If a customer tries to draw you into a negative exchange, refuse to go there. Don’t fall for negativity, even if you’re talking about challenges and shortages out of your control. Optimism goes a long way in helping customers feel confident that they should give their business to you. Instead of talking about all the “can’ts” and “wont’s,” talk about the “cans” and “wills.” Let them know what matters to you.

Listen for the lesson. Even when off-base complaints make it hard to remember “the customer’s always right,” there are lessons to be learned. Something went wrong to cause a customer to reach out for help or make a complaint. The real reason isn’t always obvious—to them or you. Take the opportunity to listen between the lines and discover what happened to force the call. Then learn from it so you can satisfy that customer and prevent the problem from happening to someone else.

Solve the problem. As odd it as it sounds, this one’s easy to forget. Don’t leave the problem in someone else’s lap. Your name is on the line. Have a formal system in place to ensure proper follow through. When the problem is solved, let your customer know so they have closure. And make sure they’re satisfied with the result. They’ll appreciate the extra effort and the peace of mind. The ways the industry does business are changing, but human connections—and satisfied customers—are still the key.

At ICL, your success is our success. And we don’t take those words lightly. Helping you succeed drives us to improve our products, our people, and our service. So, give us a call or send us an email. Let us know how we’re doing and how we can help you succeed. We are your partners in growth, and we want to keep it that way.