As a consumer, have you ever thought… “Did they really just tell me to call someone else”, or “Did they really just make me fill out that form when they have my information right in front of them-don’t they want my business?”.
As organizations grow and become more complex, communication and systems are key in regards to retaining the ability to consistently delight clients, and delighting clients is the only way to grow. In my experience, communication is routinely the problem/solution. Yes, systems are key for long-term sustainability, but the human communication element can fix or break any system. Here are some simple examples:
Bad Client Communication:
- “You will need to contact our X Department”
- “We need you to fill out this application”
Good Client Communication:
- “I am going to go ahead and connect you with support by submitting a ticket on your behalf, so stick with me here. Before I hit submit and give our support team a separate heads up, can you confirm for me that I have captured the issue correctly?”
- “I have all of your info right here, so let me fill that out in an effort to save you time. I will then have you verify/complete the form and we can get everything going asap”
This likely seems like common sense to those who innately focus on delighting clients. However, it is easy for growing organizations to make the mistake of assuming every team member (especially newer team members) understand the commitment to delighting customers; it is something that must be ingrained in our culture, which means it has to be very apparent in the behavior of every person and department in the organization.
It is all about leaving the client/prospective client with positive closure every step of the way. And in those times when the answer is not apparent, recognizing that those are the times to shine as a true partner rather than just a vendor; these are the times that we get to dig in and seize the opportunity to show others the extent of our commitment to serve. I routinely reflect on how strong of a characteristic it is to genuinely CARE; it beats just about any strategy.