Are your clients just another statistic?
31st January 2018
This month’s article is inspired by the poor customer experience I recently experienced. You may have heard the words ‘either do something about it or stop complaining’ come out of my mouth before so I will walk my talk and share lessons to take away rather than rant on about it.
Whilst I am sure you all provide a much better customer experience than the example that prompted this article, perhaps there are still areas that you can be even better at than you are today and provide your clients with a wow experience in 2018. The world is developing at such a fast pace it’s easy for consumers to become just another statistic buried in your database. So, what can we learn to help our clients not feel like just another statistic?
What don’t you want clients to be saying about you?
We spend a lot of time getting our clients to reflect on the values and brand of their business. We get clients to do an exercise where they come up with words that they would love clients and colleagues to say about them.
For example: ‘caring’; ‘knowledgeable’; ‘innovative’; ‘relaxed’…The words need to be those that you truly want to be true of the experience you offer your client and team member.
Perhaps one needs to also think about the words you don’t want to come to clients’, potential clients’ and team members’ minds when they see or experience anything to do with your business.
There are some obvious ones like ‘unethical’ and ‘dishonest’ but what are the other words which might come to mind because your customer service was just a little off that day? ‘a bit unprofessional’; ‘rushed’; ‘complicated’; ‘okay’; ‘disappointing’; ‘confusing’
Frustration is a great source of innovation and improvement
I am sure you have been in a situation where you get frustrated as a consumer and you might find yourself thinking of a few solutions that the company could implement to reduce or eliminate their customer or prospective customer’s frustration.
Perhaps when standing in long queues in a supermarket and there are loads of other counters unmanned and closed or there is one poor bloke trying to assist all the ‘self-check out’ customers.
Gosh…I stand there thinking, get more staff at busy times! Or how about getting Jack leaning against the help desk chatting to Jill, more engaged in working as a team and jumping in to help…and so we go on in our mind as we not so patiently wait…
So, what might be frustrating your clients or prospective clients and how can you make changes that will enhance the experience but not break the bank?
Assess your entire customer journey
Your clients’ experience consists of way more than the product or service they purchase. The journey starts with the customer need and continues all the way through to your after-care service and the way that you keep in touch with your customer.
Map out all the steps in the journey your client takes and think about what you don’t want customers to be saying at every step and what might frustrate them.
What could you change to wow your clients?
Show your clients that you care, that you REALLY care
There is care and there is care and one of the gaps that we see in customer care is following up with leads and after sales service. And when we probe we are often met with the response of ‘we don’t want to bother people’ or ‘we don’t want to seem pushy’
In our experience when a system has been implemented that leads are followed up on, the majority of people welcome the call or email as they feel cared for. And it’s a busy world and you might be important to them but not on the top of the pile.
If your greater purpose in life is to help people with the product or service you provide, doesn’t it go against all your beliefs NOT to follow up with them? When you follow up because you care, that is how it will come across.
Ask for feedback
As the saying goes…’get it from the horse’s mouth’ One of my clients…’Actually’…this train of thought has given me a new client story for this month…read the story below for how beneficial asking for feedback can be.
So, on the topic of asking for feedback…how do you do it? How often do you do it? And most importantly what do you do with the results?