Improving Client Satisfaction: What You Don’t Know Can Hurt You

Dan Blank -- Expert Business Source, 3/23/2007 8:46:00 AM

ZweigWhite looks at how to improve client satisfaction with your firm. Some assume that their clients stick with them because they are satisfied with the level of service they receive. However, many are locked into business arrangements that would be too costly to switch because of smaller customer service issues.

Here are some tips to improve your firm's client relationships:

• Survey your clients.
  Set up a continuous feedback system that allows you to gauge the satisfaction level of your client. This system can include surveys or interviews. The key is to communicate the results throughout your firm.
• Empower your staff.
  Based on your research, create tip sheets of best practices that client facing members of your firm can use. These should be simple and actionable items that speak directly to specific feedback you have received. This will allow greater buy-in from staff.
• Ensure timely communications.
  Answer client emails and phone calls immediately. Even if you need to wait for a more detailed response to their question, let them know that you have received their message and are working on it.
• Recognize your staff.
  Staff members who keep clients happy are incredibly valuable to your business. Reward people who do so, and be aware of those who are doing damage to your reputation and business.
• Hire based on attitude, not just skillset.
  It is harder to teach someone the proper attitude, than teaching them a new skill. At every level, hire people who “get it,” will put the client’s needs first, and will represent your firm well.
• Don’t take clients for granted.
  No matter how long the relationship, how well you know your contacts, or how locked-in customers may be to you, make sure you give your most important clients your best people, prices and service.
• Always sell your value.
  Make clients aware of how your firm has benefited their business, and do so in terms of real dollars saved or opportunity cost given to them.