Among the speakers at the recent Public Relations Global Network (PRGN) meetings was Ken Jacobs, president of Jacobs Communications Consulting, which consults and coaches agencies on a number of key business areas, including client service.
His presentation to the PRGN focused on taking client service up a notch – from four-star client service up to a five-star level.
Jacobs set the bar high, quoting Sam Walton: “The goal as a company is to have customer service that is not just the best, but legendary.”
Jacobs pointed out that:
Here are his 10 top tips:
1. Make it personal
Client and agencies have differing expectations. The agency team should ask the client what their expectations are; immerse themselves in client business, visit them and observe them.
2. Observe, ask, listen, think
Have fun with clients, whether it’s a ball game, lunch, happy-hour or coffee
3. Always go beyond what’s promised
I always think “under promise – over deliver”
4. Always know how team is doing = delivering vs. expectations
5. Fix problems even if they are the client’s fault
6. Surprise and Delight
It could be a bottle of scotch or wine, a hand-written note or the client’s favorite author’s new book
7. Regularly show clients we care
Show concern about news that might affect the client’s business, and show them that it affects us, too.
8. Show and tell we care about business
Tell the clients regularly that we appreciate them and that we are paying attention to them.
9. Client satisfaction is not good enough
Seventy-five percent of clients who leave and agency ARE satisfied
10. Be passionate about superior customer service
Any other ideas you’ve found to be highly effective in elevating your customer service?