Go that ex­tra step with client ser­vice if you want to be out­stand­ing

Irish Independent - Business Week - - COMMERCIAL PROPERTY - Paul McNeive info@paulm­c­neive.com

your staff, your let­ters and re­ports, the ef­fi­ciency of your tele­phone an­swer­ing etc, all ranked along­side your com­peti­tors.

Ide­ally, you should in­volve all your staff in the process, be­cause there is noth­ing like a league ta­ble to spark a bit of pos­i­tive com­pe­ti­tion. And if you in­vite your staff to come up with their own ideas on how they can do bet­ter, and im­ple­ment them, you will have a highly mo­ti­vated team, fully en­gaged, and do­ing their best at ev­ery op­por­tu­nity.

Nor­mally, when you ‘mys­tery shop’ your­self ver­sus your com­peti­tors, you will find that all the lead­ing play­ers are clus­tered around the same score, per­haps eight out of 10. Can you think of an ab­so­lutely out­stand­ing player in the sec­tors of the in­dus­try you know? Prob­a­bly not.

Now, eight out of 10 may well rep­re­sent a very good stan­dard of ser­vice, but you are only pro­vid­ing the av­er­age stan­dard of ser­vice in your area.

The op­por­tu­nity here is that you don’t have to be­come twice as good to ex­cel, you only have to ‘tweak the dial’ to a nine out of 10, and hold it there, to be­come out­stand­ing.

Now you need to in­spire all your team to start think­ing about all the things they can do to im­prove the client’s ex­pe­ri­ence — things which when com­bined will see your clients re­gard you as out­stand­ing.

If you fo­cus on this, my ex­pe­ri­ence, both in es­tate agency and other busi­nesses, is that you will be­gin to move ahead of your com­peti­tors af­ter two quar­ters of mea­sure­ment.

We all know that pro­vid­ing a high qual­ity ser­vice is im­por­tant, but is the new in­ter­est in the cus­tomer ex­pe­ri­ence just the lat­est fad?

Well, not ac­cord­ing to a re­port by busi­ness an­a­lysts For­rester, whose ‘Cus­tomer Ex­pe­ri­ence Rev­enue Growth 2016’ re­port com­pares pairs of com­pa­nies in the US, where one com­pany had bet­ter cus­tomer-ex­pe­ri­ence scores than the other, from 2010-15.

For­rester an­a­lysed their fi­nan­cial per­for­mances and dis­cov­ered that the com­pa­nies with the bet­ter cus­tomer ex­pe­ri­ence scores had, on av­er­age,

14pc bet­ter fi­nan­cial per­for­mance.

Is the ‘av­er­age’ ser­vice good enough for your clients, or would you like to be out­stand­ing?

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