Always providing superior customer service when interacting with prospects or clients is one of the best ways to ensure the success of your current interaction and future business with them. I consider the following to constitute world-class customer service:
Always the customer is the customer. I like to slightly alter the adage “The customer is always right.” Frequently, the customer is in the wrong, but he remains the customer regardless. You cannot argue with or humiliate customers by proving they are wrong. You must facilitate the development of their new (correct) idea.
If what they want is so detrimental to results or unethical, you must either find a way to persuade them to change their minds or leave the business. Sometimes the best service you can provide to customers is not working with them.
Demonstrate that they are a priority. In an effort to provide service and be responsive, we occasionally accept client calls when and where we shouldn’t. Answering a client’s call in a noisy airport or when you only have “two minutes” is a mistake. It can give the impression that you are preoccupied with something more important. It is preferable to take a voicemail and return the call when you are in a quiet area and have time to concentrate.
Always be truthful, even if it hurts. Never lie to the customer or anyone else within the organisation. If you cannot complete a task, let them know. If you make an error, admit it. If they make a mistake, let them know, but keep in mind that the customer is always the customer.
Don’t be afraid to offer an apology. As per the preceding rule, things will go wrong. It is unavoidable. I’ve heard quite a few famous people argue that apologising is detrimental to your reputation. Frankly, that is complete nonsense. If you make a mistake, apologise. There’s nothing wrong with that, and it actually makes you more likeable because it humanises you.
Honor their culture. Regardless of your approach, you must learn and respect the customer’s culture. If their executives fly coach and do not take cabs, either do the same or do not charge for the full expense. If they are wearing shirts and ties, you should too. If there are executives in the rear parking lot, park alongside them. Respect their rules, their culture, and their command structure.
Honor all deadlines. One of the most effective means of enforcing many of these other rules is by adhering to their deadlines. Not doing so makes them feel less important, is disrespectful, and can result in them having to wait for you. When you make a promise, make sure you can keep it.
Respond promptly. When a client makes a request, you must respond quickly.
Never allow voicemails or emails to go unanswered for more than 24 hours. If you are unable to fulfil their request, you can at least respond promptly (within an hour or less) to let them know when you will be able to (and then meet that deadline).
Ask and listen. Some consultants allow their hubris to prevent them from asking sufficient questions for fear of jeopardising their status as thought leaders. A good consultant asks more questions than he or she provides answers, requests honest feedback, and accepts it positively whether it is positive or negative. Assert to the clients that you have heard them by repeating their statements or incorporating them visibly into your work what they have said.
Avoid making them pursue you. Try to anticipate the client’s needs whenever possible, and initiate contact with them. When you cannot anticipate their actions, make it a habit to approach them and ask questions or inquire about their needs.
Except in extreme circumstances, a client should not inform you of a need; you should initiate the call.
Honor everyone. His Holiness the Dalai Lama was once overheard engaging in a lengthy conversation with the hotel’s housekeeper. As attentive to her as he would have been to the president of the nation he was there to meet. Apply the same level of respect to the lowest-level employee you encounter as you would to the highest-level employee.
