By Maria D. James, Account Coordinator, Equals Three Communications, Inc.
Lines of people wrapped around cash registers and the frustrated expressions of impatient and exhausted shoppers means Black Friday and the official start of the holiday season. Nothing else signals the beginning of the holidays like watching proud customers sacrifice their own comfort to camp out in front of stores for sales. In recent years holiday shopping has become the measure of success or failure for retailers; without healthy sales many businesses teeter on the brink of closure. During the hustle and bustle of the season we see customer service at its best and at its worse. The clichéd statement “service with a smile” goes out the door almost as fast as the sales.
As a former retail cashier, I remember all too well the awful holiday lines filled with anxious customers. More times than not, my customers were kind and understanding, but there were always those customers who did their best to make me wish I’d stayed in bed. Throwing money on the counter, making snide remarks and - my all-time favorite – leaving a basket filled with items in the middle of the floor, were just some of the antics I’ve experienced. Handling the good and the bad are just a part of the territory when dealing with customers. Nevertheless, for companies to succeed it’s a general practice to train employees to be professional and handle customers with care. As communication professionals we can relate. Just as retailers experience the joys and the woes of customer service, so too do we experience the same with our clients. No matter the difficulty this brings, it’s important to remember, just as in retail, clients are the lifeblood of our business.
According to Robert Solomon, author of “The Art of Client Service,” client service is an art that must be cultivated. Solomon, known as America’s most knowledgeable and respected client service executive, writes, “I used to think that great work would lead to a great relationship. Now I think the opposite: a great relationship leads to great work.”
We also believe great relationships lead to great work; it’s even in our name, Equals Three Communications, Inc. Our unusual name comes from the old adage: “1+1=3 the whole is greater than the sum of its parts.” This concept is our foundation and the guiding principle and philosophy behind our work with each other and with our clients. As we work with clients, they are made apart of the process from beginning to end. Status calls and reports, conference calls and meetings are one way we keep the client involved every step of the way. We realize relationships matter.
Solomon says the client relationship is like a three-legged stool where the relationship is supported by trust and great work. This model can also be applied to the retail and service industry.
An inattentive waitresses or nonchalant employee frustrates the best of us. Customers expect quality service. In a Web 2.0 society, when the relationship between an organization and the consumer is damaged it lives on social media sites like Twitter, Facebook and they live on blogs. The bad experience changes the relationship not only for that one individual, but also possibly for their friends and family.
The “art” of client service means realizing both customers and clients are important stakeholders for the company. Learning the art of providing great service for our clients takes constant practice and sometimes trial and error.
Here are some ways to develop the art of client service:
- Training – Learning the art means never stop learning about the craft. Establish training courses or attend professional courses locally or online.
- Establish communication norms – Internal communication among the team is just as important as the external communication between the company and the client.
- Evaluate regularly – Solomon writes “Good work is the enemy of great work. If you are satisfied with work that is merely good, you will never deliver great work for your clients.” Develop benchmarks for success and look at the results objectively.
Ultimately we build great relationships and deliver great work because we are passionate about our business. Sending holiday wishes to clients should also come with a resolve to continue providing great service.