Good communication is required to retain your
customers. Return calls and Emails in a timely
manner (AP Photo/Judi Button)

It might sound like something obvious, or something you already do.  However, it's way too easy to take for granted, and way too easy to overlook as a basic in your business' marketing efforts: returning phone calls and answering emails.

Certainly on any given day, you can receive (hopefully) dozens, if not hundreds of phone calls and emails needing your attention.  Ideally, you have "people" who can help or handle this part of the job.

Ignoring phone calls, messages and emails can be the easiest way to drive away your customers.  If you are not available, or do not take the time to respond, they can and will go elsewhere.

The basic point is simple though: the more you let these moments of contact slip away, the more you let your marketing slip away, and the more you let your revenue slip away.

If you cannot handle the basics of answering a phone call or returning and email, then how can you provide the service or product you are selling?

Returning calls is a simple & easy way to retain customers (AP Photo/
Paul Sakuma)

Some tips to help you handle it:

Set aside one to three time slots a day to handle such tasks.  Have your employees do the same.

If answering in the moment, do so without disturbing current customers, and without distraction to other tasks.  Don't ignore a customer onsite in favor of answering or returning a call.

Set up separate email and phone numbers addresses for different types of inquiries.  Examples: Reservations, media, general questions, venders.  This allows for attention paid based on importance.  And it's a natural sorting mechanism.  Check out Grasshopper for a handy way to do this with your phone system.

Hire a VA (virtual assistant) to handle such things.  Or, hire an in-house assistant.  Screen your calls, then set up a time to return calls at various times during the day.

Set your call-back times, and sort your calls based on time zones.