In today’s fast-paced world, people are looking for companies that make their jobs easier. Everyone wants interactions to be seamless, but no one is naive enough to think there will never be problems. However, the way a problem is handled is key.
It starts with the different ways you communicate with your customers.
Let’s take something as basic as your company’s phone system. Almost all firms have automated phone systems that include prompts for accessing the right department or person within your organization. I am not against technology and automation, but I caution you not to make customers hit too many phone prompts before they get to speak to a real person. You don’t want your customer to be frustrated before they even begin speaking with you, and this is especially true if they are trying to reach you about a problem.
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In addition, potential new customers may be concerned about whether they will be able to get quick action from you if it takes them a dozen phone prompts to reach someone in your organization.
Another key area of communication involves response time when a problem or concern is brought to your attention. Quickly acknowledge it and then immediately begin working on ways to solve it. And make sure to keep your customer updated on your efforts. There is no such thing as communicating too much during the resolution of a problem.
Keep in mind that today potential customers will turn to your website and your social media outlets to do their preliminary research about your company. When was the last time you reviewed your website to see what kind of impression it gives to potential customers?
Make sure that all areas of the website, including news sections and blogs, are up to date. You’ll also want to make sure that your brand messaging is consistent across all your communication platforms. More and more people are accessing websites via mobile devices, so yours needs to be optimized for viewing on smartphones.
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Since there are various ways to communicate with customers—phone, email, text—make sure to ask each customer about their preferred method of communication. It’s important to honor their preferences.
Another element that makes you easy to work with involves keeping your promises. In other words, do what you say you are going to do, when you say you are going to do it. And if something derails you, let the customer know as quickly as possible.
You might want to set up a system where you regularly contact customers to see how things are going to ensure they are satisfied with the relationship. I am not talking about sending out customer satisfaction surveys but rather having someone from your organization personally call customers to “take their temperature.” You may uncover a small issue that has been bothering them that you can address it before it becomes a big problem. Or, if their business is changing in some way, you can suggest ways your organization can help them be more effective.
It takes work on your part to cultivate satisfied customers, but the return on investment is worth it!
Jane Clark is vice president of member services for NationaLease. In this position, she is focused on managing the member services operation as well as working to strengthen member relationships, reduce member costs, and improve collaboration within the NationaLease supporting groups. Prior to joining NationaLease, Clark served as area vice president for Randstad, one of the nation’s largest recruitment agencies, and before that, she served in management posts with QPS Cos., Pro Staff, and Manpower Inc.
