I want to share with you a lesson that one of my clients learnt (the hard way) about why having a systemised customer service process is absolutely crucial…
A couple of weeks ago I was on a group coaching call with a number of my clients.
One of them mentioned to the group that he’d recently lost about £80K’s worth of clients, in fairly quick succession. To put things into perspective this was about 10% of his client base.
And it came to light that because him and his team had been so focused on…
- winning new business,
- implementing some new bits of technology, and
- hiring a few new team members,
…their customer service had deteriorated quite a lot without him even realising.
The result of this?
His clients were voting with their feet and running elsewhere.
So, what did we do to turn this negative into a positive opportunity to fix things and create a systemised customer service process?
We started by getting his managers to phone up all of the clients and ask them a simple question:
“On a scale of 1-10, how satisfied are you with our service?”
And guess what? A few low numbers started creeping in.
Now for most people when they start getting 3’s and 4’s back from clients, it’s a hard pill to swallow.
And understandably so.
But I see these low numbers as a golden opportunity. Because with every low number comes a dialogue…
“I’d have to give it a 3 BECAUSE your team just take so long to respond to my queries and I was charged £X for this and I never agreed that etc…”
What comes after these low numbers is absolutely crucial. They are telling you what is wrong with your service, and how it needs to be fixed. They’re essentially doing the hard bit for you.
So, it’s from this that you can then create a SYSTEM for absolutely everything that needs improving:
- Eg. a system for dealing and responding to client queries in X days
- Eg. a system for agreeing additional work orders with clients before starting the work
- Eg. a system for touching base with clients on a regular basis
Whatever it is, it needs systemising.
Because when it’s not systemised, it’s ad-hoc.
And when things happen ad-hoc, they seldom happen.
These things have to be completely systemised, and where possible automated, if they’re going to happen.
So where do you start when it comes to systemising your customer service?
Here are a couple of articles that might help you:
- WOW your new clients and deliver superior customer service by systemising the little things
- Stop assuming you know what your clients are thinking and start monitoring client satisfaction
- Client onboarding 101 – The complete breakdown of why, what and how it’s important for your practice
- The best marketing strategy EVER for accountancy practices (it’s so simple you’ll kick yourself)
As the market starts to become more competitive, and there’s an even stronger emphasis on building deep, meaningful relationships with clients, having a systemised customer service process for your practice is non-negotiable.