Increasingly the biggest differential between companies is the standard of customer service. Those that provide a quick follow up to enquiries and problems will find it much easier to retain customers and prompt replies to new leads will also put them at the front of the queue for gaining new customers.

When thinking about contact with your customers you need to be aware of all of the different devices and means of communication that are available. Not everyone wants to deal with things on the phone, many now prefer to email. The more channels of communication you offer the more people will be able to interact with your business.

When offering multiple communication avenues you also need to make sure that they work together to give the customer the optimum service. For instance if an email is left sitting in an inbox without being read or dealt with for several hours you are immediately risking the ire of an impatient customer.

Much better for a copy of that email to be forwarded to the recipients mobile phone when they are away from the office so that it can be read instantly. If it's urgent it can be dealt with straight away and if not it can be actioned at a later date.

Making it easier for people to contact you will result in gaining more business. Yes it will also mean that people with problems and gripes can get hold of you but it is better to sort these out in a timely manner so as to avoid losing customers or getting a bad reputation.

Small businesses need this more than they think. If someone is looking to get a product or service quickly they will almost certainly go with the first provider they can get hold of (providing the cost is not extortionate). So being unable to contact you could result in losing business. Having an answerphone does not always help if you cannot return the call until several hours later. By then the opportunity has often disappeared.

It is possible to have a single non-geographic number that tries all of your devices in turn until it can get hold of you. In the event you are uncontactable it can send a message straight to your mobile phone alerting you that your attention is required.

For larger businesses with dedicated staff answering the phones during office hours the need might be for out-of-hours services, forwarding calls to on-call staff, or home working options for people with families or in the case of bad weather.

All of these scenarios can be catered for by integrating your landlines, business mobiles and IT to provide seamless connections between departments and between your business and its customers.