Exceptional Customer Service

In a recent conversation with a prospective client I asked, “How’s your customer service record?” “Great!” He said. Then he followed up with, “We ask for feedback through surveys about four times a year.” Music to my ears…

We all assume we are providing great service, but unless it's measured or quantified, we shouldn’t make that assumption. And the divide between what we think we’re doing and our customers’ perception can be very wide. For any business, customer service has a powerful effect on the bottom line, but for those of us in any kind of service industry it can make the difference between keeping a happy client and losing them. And don’t assume that just because you haven’t heard anything negative from customers that everything is peachy—many times clients will just quietly drift away if they aren’t fully pleased.

If your business depends upon word of mouth (and whose doesn’t) your highest marketing priority should be to create the very best experience for your clients. Before you spend money on fancy new websites, email campaigns, video production, or publications, assess the level of your customer service. If you’re not taking care of current clients, you are wasting marketing dollars attempting to capture new clients. Consider your client’s journey as part of the sales process and be sure that you are providing a positive experience through that path. From the first contact through sale and even in conflict resolution, aim high in this area.  So start off the new year by converting your current clients into evangelists for your business through exceptional customer service.

If you haven’t done so, figure out where you stand with customers. Ask them how you’re doing. Then LISTEN to their answers. There are a number of methods to use:

  • Surveys
  • Focus Groups
  • Observation
  • Point of Sale
  • Customer Service
  • Social Media
  • Communities and Groups
  • Email and Web Forms

Choose a few methods that work for you and regularly check in with clients. In addition, follow up with them periodically and especially during and after completing a major project—get their impressions while they’re fresh and address any issues that come up proactively.

Once you know where you stand, make an effort to move the needle and offer better service for 2016!