Consistent service standards attract clients
Clients want consistent professional service consistently, says Graeme Alford, one of the country’s leading authorities on customer service.
“If you want to change your business, then lift the clients’ perception of your business. Clients want high standards every time. Just look at McDonalds. They achieve it every time throughout the world,” Alford says.
Alford says useless slogans, or mission statements created over a boozy weekend, do not lift the client’s perception of a company and high service levels are achievable without a charismatic leader through ensuring every team member is performing the company’s service ethic.
Alford says a good service experience is important, but advisers must also remember that the 21st century client is also focused on price.
“There is a significant focus on price and clients expect all the bells and whistles for free. The Internet has created that perception,” he says.
Clients expect the supplier of the product to make doing business with them easy, another perception created by the Internet.
“Your business will have to be innovative and will use dispersed personnel and outsourcing to satisfy these customers. You will also have to be innovative in strategies for growing your business,” Alford says.
The Internet has become a major part of business life and Alford says there are rules for successful use of the opportunity, and planners need to understand how the Internet can help a business and then put the actions in place.
However, he says the Internet is not a total solution and planners should hold all managers responsible for the results and the money spent on using the Internet.
Alford says businesses also need to keep control of their other customer service and marketing tools.
When targeting new markets, businesses should ensure their promotional material is relevant to the recipient and check that the services being offered actually work.
“If a company says the client can contact them at anytime, make sure they can. If you don’t return calls for a couple of days, the client will seek advice somewhere else. If you are not there, train your staff to try and help the client until you can be contacted.”
Alford says too many companies have CFD days — customer-free days.
“It is amazing how hard some companies make it for their clients to contact them. If it is not easy, they will go somewhere else,” he says.
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