From the desk of Jennifer Goldman.
The client is always right.
The client is king.
The client comes first.
There are probably a thousand other sayings tied to client service that we use every day. However, as the saying goes, talk is cheap – and losing clients is an expensive proposition.
So how can you ensure that a client’s journey is pleasant and rewarding? And how do you measure those results?
Follow the Map
Each of your client’s journey begins with a first step. Ask yourself and your staff – what should the goal be for each client’s journey and what is the result?
The results are important for several reasons. Positive results ensure that clients stay with your firm and results are measurable. Results can determine how effective your team is at providing top rate client service.
So what metrics will you use? A few examples are listed below.
- Less time between your first meeting and the client signing with your firm.
- A visible reduction of the client servicing costs.
- An increase in the client’s revenue.
- Employee’s enjoyment servicing each client.
- Client Survey results.
Employee Tour Guides
Client service is not limited to the advisor or the owner of your firm. Every employee’s job is client service, and while that may not be a direct interaction, his or her daily tasks and effort, are key.
For example, creating a process for onboarding a new client that ensures everything is taken care of in a professional, friendly manner. This process can be followed by each staff member, and ensures every new client has the same positive experience.
Improving your employees’ client service skills is a challenge, but it can be a huge payoff. If their skills need polishing, consider hiring a training service versus having management try and teach these skills. Then reinforce client service in frequent staff meetings.
Here’s a hint that has met with success: provide each employee with a document that lists client service practices. Incorporate a checklist or chart, so your staff has constant reminders that are relatable and tangible. As always, provide positive reinforcement to your staff – praise them publicly and reward them.
Hand in Hand
Positive client service and your internal operations work together. When a client is satisfied and provides great feedback, your employees feel accomplished, and successful. This improves moral and creates a positive atmosphere that influences how your internal operations function. Employees will pay closer attention to processes and infrastructure, and make adjustments based on client feedback and experience.
Conversely, unhappy clients create negative feelings, and unhappy employees won’t make the effort to improve. “Why bother making a change? Things are too broken to fix.” When this happens, your firm is in big trouble. Losing clients and failing to gain new prospects can be the beginning of the end.
Destination Complete
Proper client service makes for a positive, vibrant atmosphere. It also helps ensure longevity to your firm, along with steady profits. Properly trained employees are the key to solid client service. Remember that it’s necessary to measure both sides of this equation so you can make the right adjustments.
Remember: a positive client journey can lead your business to new heights!
Jennifer Goldman is President & Founder of My Virtual COO.
