CUSTOMER SERVICE REPORT CARDS
by Dave Kahle
Although almost every agency claims to give better service than their competition nobody seems to be able to define 'better service.' And since the definition is so fuzzy, it’s easy to claim to do it better. Dave Kahle recommends defining 'better service' — by asking customers — as a starting point.
Believe it or not, almost every agency I deal with claims to give better service than their competition. Interestingly, if you talk to the competition, they also claim to give better service! So who’s right? From my experience — generally neither one.
Here’s the problem. Nobody seems to be able to define 'better service.' And because the definition is so fuzzy, it’s easy to claim to do it better. If you ask every producer in an agency, both inside and outside, whether they provide good service, they’ll all answer YES. I have yet to meet a producer who has taken me off to the side at a seminar or training program and confided that they really give very poor service.
The starting point is to define what 'better service' really means — and the best way to do that is to ask your customers. Here’s how
- Visit some good customers, and ask them to describe what they mean by 'better service.' Then ask them to rate your agency on these criteria, not yours. This exercise should be very revealing.
- After gathering this information, turn it into a survey or questionnaire that’s short and anonymous. You might want to have a professional market research firm or consultant help.
- Get the survey into the hands of your customers, asking them to rate your agency and each of your key contact people. Have the surveys returned to an objective third party.
- Use the survey results to make changes within your organization. Train producers, inside and outside, on what your customers want, and how to provide it. Revise your processes to align with your customers’ expectations.
Now, let’s assume that you’re actually providing 'better service.' How do you communicate this in a way that gives you a competitive edge in the minds of customers and prospects? Tell ‘em. Tell ‘em over and over, in a substantial, detailed, specific, and convincing way.
Create a one-page 'sell sheet' that shows exactly how the 'better service' you provide benefits the customer. Turn the service items into economic benefits. If the customer can’t discern any benefits from your service, you’re wasting your time providing it.
Once you have the sell sheet printed, call a sales meeting, and have producers practice using the sheet to communicate your 'better service' to customer and prospects. Make sure that they make this presentation to everyone, over and over again. It should flow naturally out of everyone, all the time.
At this point, you’ll have made significant progress toward making service tangible to your customers.
But don’t stop there. Think of other creative ways you can communicate your 'better service.' For example, you might enclose a 'Customer Service Report Card' in every written communication, printed or electronic, with your customers. Be sure to include a self-addressed stamped envelope with snail mail letters.