Now might be a good chance to reconsider how your business handles customers.  Have you changed in the last four years – or could your systems and processes, your marketing tools and your approach to customer service be improved at all?

Let’s take you back to March 2002… 

Last week I called a firm of accountants to ask if the could help my business.  The receptionist took my name and a few details and put me on hold whilst she tried to find someone who could help.  After 30 seconds she was back on the line.  She asked if I was already a client.  When I said no she explained that the person I needed to speak to wasn’t available.  OK I thought – she’ll offer to take a message or at least tell me when he will be available.  I paused, held my breath, nothing.  I even gave her a prompt, “I might call back”, I said.  Nothing.

So that was that – no offer to take my number and get someone to call back or advice on when I might call and whom I needed to speak to.  As you can imagine I didn’t call them again.

Now the real tragedy is not so much the conversation and poor service I received and the fact they lost a potential client.  No, it’s the fact that I chose this particular firm because they regularly advertise, they have a strong presence and my perception was of a reliable but forward looking firm who would be able to offer the kind of service my business needed.  Worst of all they had clearly invested a lot of time and money into their website to further raise their profile.  A site that was well thought through, contained useful information and photographs of key personnel, very professional, even personal, or so I thought until I submitted an enquiry via their website and received no reply.

Unfortunately this firm isn’t alone.  Businesses all over the are losing customers and potential contracts in exactly the same way – and it’s careless.

Common mistakes and how to avoid them:

Adverts placed and staff not briefed to handle response

Worse still - no one being available to handle phone calls and visits that are generated from the advertising activity.

The solutions are simple.

Make sure you communicate with everyone in the business if you are placing adverts, not least because they like to know what’s going on and often feel motivated by external advertising and promotions.  And of course, be absolutely clear on how enquiries should be handled, and don’t forget to monitor response so that you can judge the cost effectiveness of such activity.

Don’t forget the advert itself is not the end result; it’s merely a tool to generate response.

Existing clients not known by all in the firm

Not always easy but in a business to business environment it is essential to make sure that at the very least key clients or accounts are known by all in the company – a simple alphabetical listing issued monthly would do the trick.

Even in a consumer environment it’s important to establish whether some one is already a customer and preferably have their history in front of you when you’re talking to them.

Lack of knowledge amongst staff

There’s nothing worst than trying to get some information about a product or service from staff who are ill-informed.

Communication and training is the key to success.  You’ve invested in external communications but it will be money wasted unless your front line staff know what you offer and can handle enquiries effectively.

Ignoring the impact of image on customers

Never, never underestimate the impact a negative customer experience can have on your business.  I wrote this article out of frustration and because I think it’s a very common flaw in business and one that can be solved relatively easily.  I’m sure everyone reading this article is aware that a satisfied customer tells on average 2 people whilst a dissatisfied one shares their experience with 10 – 12 people.  You should consider building into your staff induction programme a session on public relations and marketing, to help everyone understand their role in promoting the business, from the way they dress or talk to clients, to how brand values are expressed and the brand image maintained.

Ignoring a potential client

Not returning calls or answering requests for information via websites is as good as burning ten pound notes as far as I am concerned.  How many times have you clicked on the ‘contact us’ section on a website, typed in your contact details and a request for information and waited for a reply?

I recently sent emails to 7 estate agents asking for details on investment properties.  Only one of them bothered to contact me as a result – needless to say they are the one I’m working with.

There are 3 simple actions you can take to make sure your marketing investment isn’t wasted and that you don’t turn people away at the final hurdle:

Involvement

Involve everyone in your firm.  Let your staff know how important potential clients are and consider rewarding them for their part in attracting new clients.  Structured induction and training programmes for all staff are essential.  Make sure they understand and believe in the brand values of the company and understand how they deliver these values through their actions.  Good internal communications programmes can ensure a consistent experience for your customer and image for your organisation.  In smaller, home based businesses brief the family – make sure they know how you want the telephone answered and what details they need to take from prospective clients.

Information

Keep employees informed about everyone’s role in the business; have them understand who else might be able to help when the main contact is absent.   Internal communication is too often neglected and yet it’s far more important than external communications in terms of delivering the kind of customer experience that will result in customers coming back again and again.

Training

At the very least train all front line staff to take detailed messages and ask the right questions.  Better still make them experts in the business and its products so that they deal effectively with all enquiries and act as advocates for the company.

Improving internal communications is relatively straightforward in a small company and can be achieved through the use of some simple techniques in even the largest organisations.  The main ingredients for success however are clear instructions and guidance for staff and a desire to keep staff informed and involved.

Article written by Teresa Harris, Second Opinion Marketing.  Teresa is an independent marketing consultant specialising in communication solutions and the customer experience.

Contact:  Teresa on 01789 740396 or tah@secondopinionmarketing.co.uk