You might not equate IT with interpersonal skills. It makes sense to assume that when consulting a technology expert, the consumer’s only concern is getting the problem fixed. But Dave Yoken, CEO of Macuity, turned that thinking on its head when he came up with the tagline for his Somerville, Mass.–based IT support company: “Leave no customer unhappy.” He offers a competitive marketing strategy that can help any business grow by focusing on customer service. Here are three main takeaways that are aligned with our philosophy at StepByStepMarketing:

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• Tactics. Making personal touches part of a transaction is easier than you think. Yoken makes a point to follow up every service appointment with a check-up call. He answers any and all questions, and will even check the code on the equipment he works on. By focusing on the client, instead of the problem, you can earn excellent referrals and a competitive edge. The resulting positive word-of-mouth can bring in more new business.

• Philosophy. In technical fields, employees are often hired based on their proficiency with a specific list of programs and products. Yoken says he only hires people who “represent our service-focused philosophy of treating our customers well, who are passionate about their work, and who appreciate the ability to build trusting relationships with our clients.” Stick out from the competition by focusing on the philosophical approach rather than just a resume.

• Maintenance. It takes time and effort to turn business transactions into ongoing relationships. Stay in touch with customers, and leave no employee unhappy either — including yourself!

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