Client satisfaction is the theme of our business strategy in 2012. While meeting and exceeding a client’s needs has always been a core focus of our day to day business strategy, we are taking it a step further.
There are many words to describe excellence, but the key is to find an approach that leaves your clients feeling happy and that their needs have been met. I recently read the book “Delivering Happiness,” in which Tony Hsieh tells the story behind Zappos.com, a company known for its single-minded commitment to service excellence. In their case, they train their employees to wow, to go above and beyond, and to be remarkable. They understand that remarkable service is memorable and always worth the effort because it keeps customers coming back. Successful business owners develop a corporate culture that strives to create positive, notable experiences every time.
Today, customers have a louder voice than ever. Websites like Facebook or Yelp give consumers the freedom to exercise their first amendment. With word of mouth being the most effective marketing strategy, and social media now taking that concept to the Internet masses, what people say about your product or business is something you must take heed to.
Unfortunately, upset or disgruntled customers or employees may be more motivated to talk about your business than someone who is just moderately satisfied. As a company it makes sense to be visible on social media platforms and monitor the conversations about your business. Examples have been made of companies who address their critics in a professional manner, and try to rectify incidents where the consumer wasn’t satisfied. Businesses do well to recognize negative attention and take aggressive steps to learn from their mistakes and to reach out to angry clients.
It’s important to measure client satisfaction often. Ask your clients how they feel about you and where you can improve. A client who is willing to refer your business to a friend or colleague is happy enough to promote your business. This means the person is willing to stake their personal reputation on the quality of your service. Leverage the positive experiences you create to develop compelling stories that can be retold and shared with employees and prospects alike.
Written by Aaron Boigon, originally seen in the RGJ
