Yesterday a representative of my wireless provider called. I was up against a deadline and didn’t have time to complete their customer service survey. There was nothing I could say to dissuade the rep from reading her script, in it’s entirety! The purpose of this survey: How’s our customer service? Do we serve your needs?
This sad tale is a great example of a fundamental mistake organizations are making during this current economic downturn. Everyone’s becoming anxious about the future and forgetting the present. Let’s re-direct the focus. Concentrate on the origin of your corporate income – your client!
Pull out that dusty client list that has all the names of all the clients you’ve ever worked with, and call each one. Ask them how business is, how’s the service or widget (you sold them/they were looking for) working for them? Mention any significant service changes that have occurred since their last interaction with your company. Don’t focus on yourself, and don’t try to make a sale. This activity is about establishing customer loyalty.
Do not stay on the phone if they clearly have no interest in the conversation or appear distracted. Expeditiously acknowledge their situation and politely inquire if there’s a more appropriate time for you to call again, because you really are interested in knowing how the service or widget is working for them. A polite goodbye, and you’re off that call and on to the next one. But first…
Make notes! Did the client mention anything they might be in the market for in the future? Personal information mentioned in conversation is a great tool for ongoing communication. Don’t pest! Determine a reasonable period of time before you contact them again. Wait three – four weeks before sending them a company flyer or newsletter. Mass mailings end up in the trash. If your timeline allows the customer the opportunity to link your phone call with the mailing, all the better. You want your company’s name to be first and foremost in their mind the next time they require a service that you provide.
Brainstorm with others in your office. What forms of customer contact make sense for your business? Develop proactive responses for typical questions or comments. Utilize a list of key points rather than a script. Above all, remember that it is all about the client.
--Dale Little, Human Resource Consultant
www.DaleLittle.com