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