3 minute read
Client service - How important is it really?
JOHNO HARRIS, CHIEF EXECUTIVE OFFICER ASPEN WAITE SOUTH
Client Service. How important is it really?
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Most business owners would agree that keeping a satisfied client is so much more enjoyable and comfortable than acquiring a new one. Has this been your experience and if so, how important is client service really?
Let’s rephrase the question, if you had a choice of spending your time communicating with people you really like and get on with, versus spending your time trying to persuade someone you don’t really know to buy your product or invest in your service, which would you rather do?
Some advantages of great client service:
• Makes work fun because you know you are going to be communicating with friends and people who are interested in your opinions.
• Referrals from your clients will naturally flow into the company and it’s always nice to meet with people you have been referred to.
• Issues which usually arise from poor communication remain at a minimum.
• You find yourself in a position to be able to offer advice which may perhaps make a real difference to someone you respect - it’s a great feeling both ways.
Most businesses naturally focus on budgets and new business sales targets. A lot of time and energy goes into sales campaigns and similar can be said of then tracking the results on a regular basis. How much time is spent by teams of people updating sales performance vs. budgeted sales performance? Now compare this to how much time is spent tracking relationship development with your best clients.
What would happen if an established business with a strong, loyal, client base encouraged all the salespeople, all the admin people, all the directors and all the operational people to really get to know their clients? To go and visit their clients in person where possible and speak to their clients personally.
Clients can always differentiate when someone is just trying to sell them something and when people have their best interests at heart. Our team in the Oxfordshire office have adopted the philosophy of a “happy business” office. This has rolled out across the group and means we strive to get to know our clients on a personal basis and we enjoy seeing them to discuss where they are at and where they are trying to get to. It makes our job so much more interesting and allows us to provide a confident, professional, and friendly service.
When client service goes wrong…
As much as regular client visits, friendliness and politeness are important and essential for good client service, there will be situations where things do not proceed as anticipated, that’s life!
When this happens, it is important corrective action is taken before things potentially escalate.
Top Tips for corrective action:
Never respond to an aggressive or complaining e-mail or telephone call in the heat of the moment.
Take time to read and re-read, or listen and listen again, to the written text or verbal message. Get things in perspective and investigate why something has happened to cause the issue. Think about what you can do to rectify the situation and leave your client feeling as if they have a genuine supporter on their team.
If you have a client who you feel is using more time resource than necessary, take time out to review the commercial reality of the situation, consider not just the time resource, but your relationship with them, the referrals they have passed your way, the referrals you have passed their way, and the levels of business you do. Whilst you want to spend time with people you get on with, you still need to keep a commercial perspective on things to ensure sustainable business. Friendship, like most things, is a two-way process.
The most common mistake most people make is trying to find time to spend on developing client relationships. One cannot “find” time. We all have 24 hours every day - if you want to get important things done you have to “make time” for your clients otherwise other arbitrary things get in the way and before you know it, another week goes by and you have not scheduled that client meeting!
