Yesterday, I was reminded of this fact after I visited my Doctor’s office for an 11.30am appointment and I finally left at 1.10 pm and the actual visit and consultation lasted 5 minutes. As a result of this experience, it will probably be a year from now, before I think about visiting my doctor’s office again. Also, their process of forms and entering data takes so long and is espciall frustrating when there is a line of people waiting to check-in.
In 2012, I am looking carefully at this area and I have been able to see huge returns in the way we are getting new client accounts and servicing our clients. In addition, by meeting with our client service team, I am finding out more about issues that our clients are pointing out and we are able to resolve a number of these issues. I am going to continue to look at our client services staff as a new marketing team and challenge them to work closer with clients to meet their needs. So far this plan is really making a difference and I am seeing results in the following areas: more new accounts in 2012, more issues communicated and resolved in 2012 and a happier client service team, because their issues are being addressed in 2012.
Here is a list of items to consider that if you look at and improve, you may be surprised at how many more new clients you will receive.
- Make sure your client service representatives are getting back to clients in a timely manner through phone or email.
- Meet with your client service staff on a regular basis and see if there are opportunities for improvement.
- Develop training guides or documents that explain the features of your products and services.
- Seek client feedback and record the comments to see where improvements can occur.
- Answer the phone with a live voice
- Make sure your address and phone information are located on the “Home” page of your website for easy connection
- Make your website mobile or create a mobile site with fewer words and some easy actions
I am finding out that if you spend your marketing dollars into looking at ways to improve customer service, those dollars pay off quicker than a new direct mail campaign or introduction of a new product or service.