Building a successful business is a challenging endeavour, and The Bugle, in conjunction with the Kiama & District Business Chamber, has created a six-part series focusing on key factors that drive success. After exploring Strategic Focus, Finances, and Operations, this segment delves into the ‘people’ aspects that underpin a thriving business.

Building a Strong Team: A business's success hinges on the calibre and strength of its workforce, particularly in the early stages. It’s essential to find employees who are genuinely invested in the business’s growth, rather than those simply seeking a pay cheque. 

For example, working at a startup requires a unique mindset, where individuals not only contribute but also witness the company’s development firsthand. Even if your business is established, look for candidates who embrace this opportunity.

Beyond qualifications and experience, passion is key. Consider how invested candidates are in their field - did they research your business before the interview? Do they speak with enthusiasm about their prior experiences?

To streamline recruitment and filter high-quality candidates, create job application forms with customised questions instead of accepting generic cover letters. This approach helps identify serious applicants while reducing the influx of irrelevant resumes. Tailor questions to the role - if you're hiring a sales manager, ask them to describe a successful initiative they've led; for a marketer, request a 300-word description of their most successful campaign.

Fostering a mentally healthy workplace: As an employer, it's your responsibility to create a mentally healthy workplace where employees feel safe and free from harassment. Ensure you're aware of the tools and resources available to support mental health, including free training and coaching through the NSW government’s website. Completing a Workplace Wellbeing Assessment can provide valuable insights into how your business can improve mental health outcomes. 

Prioritising the most important people: your customers: Customer satisfaction is the ultimate measure of business success. The ability to delight your customers - so much so that they choose you over competitors, return for repeat purchases, and recommend you to others - is crucial for growth and profitability.

Small businesses are well-positioned to offer personalised service. Simple gestures like handwritten ‘thank you’ notes, including small gifts with purchases, or offering freebies in exchange for reviews can make a lasting impression.

Delivering outstanding customer service: Excellent customer service is personalised, timely, and friendly. Equip your team with templates and scripts for handling common queries to ensure professional, efficient responses. It's also vital to ensure that the tone you use in communications aligns with your brand voice - whether casual and conversational or more formal.

To enhance the customer experience, offer multiple channels for communication, such as social media, messaging apps, email, or phone. In many industries, especially retail, businesses compete not just on products but on the overall customer experience. Make it easy for customers to connect with a real person, and ensure your business remains approachable and transparent.

If delays occur, such as with custom orders, keep customers informed at every step. Managing expectations is key - your small business may not offer 24/7 support or rapid turnarounds, but by delivering consistently high-quality products and providing personalized service, you can foster strong customer relationships.

When complaints arise, practice active listening, understand the root of the issue, and offer meaningful resolutions. Great customer service can significantly increase the lifetime value of your customers, with research revealing that 86% of consumers stating that a positive experience can turn them from one-time buyers into loyal patrons. Here is a link to a website that provides key statistics and ideas about customer service.

While scalability may be limited, small businesses have the advantage of offering a personal touch and prioritising customer care. By consistently meeting or exceeding customer expectations, you can set your business apart in a competitive landscape.