High-Touch Customer Care

customer care
customer care

High-Touch Customer Care

TASK Virtual Assistant

Gary Vaynerchuk, serial entrepreneur and one of the most sought-after public speakers today, has stated that the best marketing strategy ever is to simply care, and high-touch marketing shows that you care.

Now imagine if you took that same marketing strategy and used it in your customer care program.

High Touch, as defined by yourdictionary.com, is dealing with or interacting with a human being as opposed to transacting with computers or high-tech.

High-touch customer care focuses on human interaction, dealing with or interacting with your clients as human beings in a personal and empathetic way using low-tech methods.

High-touch involves ensuring that you increase the human factor in all your client-facing efforts. Even though most of your business may be conducted online today, your customers still value social interaction, and because of this fact, high-touch methods can be the differentiator for your accounting firm.

As an Accountant or CPA, there is one thing that can set your business apart from the giant multinational corporate firms – the individual care you can give a client. You can offer a better experience to your clients because you understand their journey and how it relates to what you can offer them at that point in terms of service and education.

High-touch consists of creating hyper-personalized experiences for your clients.

Clients value experiences today more than ever in the history of humans. The great thing is that you can do that more easily because, as a small Accounting firm, you are able to personalize the client experience, individually. The hard part is developing that experience, virtually.

Many Accountants and CPAs had to pivot to a virtual environment during the Covid-19 Pandemic, and, as a result, those online businesses and websites had a more attentive audience.  Now that restrictions have lifted and people are slowly returning to a life outside their home, and away from the computer, you want to be careful with how you nurture that audience; finding the correct balance to keeping their attention, without coming across as a used-car salesman.

Clients Want to Feel Special

The higher value client experience will translate into your customers feeling like VIPs.

When clients feel like very important people, they are more willing to pay more for that upgraded experience. People will pay for value and feeling special makes them feel important.

High-touch customer care creates excitement and passion because they are getting more of what they really want from you. That means your client is likely to stick with you long-term, thus increasing your lifetime earnings from each new client acquisition. And, as you develop more trust through your actions, your clients will transform into advocates for your brand.

The most important marketing skill you have is to listen to your clients.

Really get to know your client.  Read all correspondence between your firm and the client. Take notes about their problems, issues, and happiness. Fill in the information in your client file as you discover it.

Using your client files, create a full profile for each of your top clients that include their name, demographics, family information, services they receive from you and potential areas of growth, communication history, social media profiles, websites, and more. The more information you can find that is relevant to your offerings, the better.

Do make sure to set a schedule for learning about your top clients, as doing this can be remarkably interesting but quite time-consuming.

Create personalized interactive communities for your VIP customers to join and really bring the conversation with your best clients to a new level. Bring your clients closer to you so that you can help them more and they can learn more. The more open you are, and the more they learn from you, the more likely they are going to stick around when you announce your price increases.

Another way to get to know your clients is through their websites.  Find their websites if they have them based on the information you can find in your system. If they do not have websites, that’s okay. You can find out information by who they follow on social media, and the sites they like to visit.

Social Media is Not a One-Way Virtual Street…

Friend/Follow their social media. Ensure that you follow or friend them based on the information they have given to you. If you discover that you do not have that much information on them, see if you can find them following you on your social media platforms so you can follow them back. If not, invite them to follow you so you can follow them back.

High-touch customer care is using personalized marketing methods that provide a lot of human touchpoints and can easily be incorporated into your business model by:

More Segmentation – The more you can segment your audience, the better. Using the technology to break down your customers into smaller, more personalized groups will help you develop the right offers as well as content to market those offers.

Extreme Personalization – With extreme personalization, it can’t be automated. This is going to include doing things just for one client at a time. For example, sending a thank you note in the mail after they sign on.

Personal Phone Calls – Give your clients a call to thank them and offer your personal help. Most of the time, you’ll end up leaving a message, but they’ll still feel super special getting a call of thanks from you.

Relationship Building – Find out who your top ten clients are and focus on following them on social media and interacting with them more. You can also send surveys to incorporate technology in helping build the relationships closer.

Customized Packages and Offers – Develop a special offer that is just for your top ten. Talk to them and let them tell you what they want, then give it to them.

Ultimately, high-touch customer care is all about super personalized marketing that provides a way for you to include your unique human touch for your clients – all of them, not just the top ten.

Incorporating high-touch customer care into your business model is going to grow your business and your bottom line like nothing before! It is truly a win-win for you and your clients.

Wondering if you need a virtual assistant? Imagine if you could get rid of all the time-wasting tasks that clog up your schedule, and just focus on what matters most to your business. Sounds good, right?

Contact me at Info@thetaskva.com for more information, or schedule a quick 15-minute chat.

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5 Reasons How Client Communications Can Go Wrong

customer care
customer care

5 Reasons How Client Communications Can Go Wrong

TASK Virtual Assistant

Your clients are willing to put their trust and faith in your ability to deliver the tax and accounting services they need. But this is a type of trust that can be easily broken.

One reason clients quickly lose confidence in you is the lure of the competition. Maybe they’ve heard good things about the company down the road, and they’re wondering if the grass is greener with those guys.

Maybe they’re worried about money and subconsciously looking for any reason to break up with you in a professional sense so they can rationalize not investing.

Here are some common reasons why your client communication can go wrong and how that ultimately breaks their trust in you.

Becoming too personal with clients

There is a fine line between showing your humanity to people with whom you do business and over-disclosing.

Over disclosure means sharing personal details that are irrelevant to the client’s reason for coming to you.

For example, maybe the client needs your guidance on managing finances more effectively. A revealing conversation about your recent divorce would not be relevant to the topic in question. It might even have the client thinking less of you for being unprofessional.

These talks may ultimately lead you to a broken client agreement or an order that never materializes. Therefore, it’s best to avoid getting too personal when dealing with people professionally.

Overwhelming clients with too much information

Your clients come to you wanting help, guidance, or solutions. For example, they may need an expert to prepare their taxes, provide payroll services, or other accounting needs.

Overwhelming clients with too much information means getting too deep into your offer’s finer points. It’s more than likely that they only need an overview to help them understand your competence and capabilities. And they require time to digest the information piece by piece mentally.

If you throw it all at them, they might even think of you as less of an expert when all is said and done.

A professional presentation typically contains clear, concise, well-ordered points that support the main idea and provide enough supporting detail to facilitate meaning.

Going off on side tangents in your client communication does not lend credibility in their estimation.

Not providing enough information

On the other hand, one sure-fire way to break trust with your clients is not to provide enough detail.

We talked about over-delivering, but probably a more common predicament is the company whose clients come to them with unmet communication expectations.

There is a delicate balance between over and underwhelming your clients. So naturally, you want to walk this fine line if you hope to gain their admiration, respect, and trust in your ability.

If you have trouble knowing how much is too much versus not enough info to provide clients, try crafting it in advance and use it as a guide during your conversation.

Providing irrelevant details

The problem of providing details that the client may not need likely stems from an accountant’s need to prove their expertise.

The client may initially be impressed by your accumulated knowledge, sure. But ultimately, if the topic gets off track with their problems and how to solve them, the client will leave the conversation scratching their head. In addition, irrelevant information will leave them wondering if they should have gone with someone else who’s work is more relevant to them.

If you have trouble sticking to the main issue when talking with clients, you might try preparing a script for each type of problem that people will likely come to you with needing your expertise to solve.

Don’t read off the script like you’re in the school play. Instead, use it to cement the thoughts in your mind. Then, practice a bit with the script in hand so you can convey your thoughts in an organized fashion when the time comes.

Not personalizing your message

Your clients know when you are reading off a script.

Most of us have experienced the frustration of sitting on a client service call and hearing phony, scripted questions like “How can I make your day great,” your clients are not likely to fall for a dialogue between you and them that takes place with you reciting lines off a cue card.

If you are not in a profession where talking comes naturally, you can give yourself a cheat sheet by writing out a few bulleted points on note cards to help you keep client calls flowing productively.

However, in time you should become more comfortable with speaking to clients. If you organize the points you want to make and continue to practice saying them naturally and conversationally, eventually, you’ll find that the cards are no longer necessary.

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How To Communicate With Your Client

client communication
client communication

How To Communicate With Your Client

TASK Virtual Assistant

As a small accounting firm, your main goal is to deliver an exceptional client experience to everyone who solicits you for business.

However, building trust and confidence in your clients isn’t just about offering a great product or delivering world-class service. Well, it is, but it’s also more than that.

Communication plays a huge role in whether people decide to become repeat clients of yours.

After all, even if we’re doing our very best job for people, sometimes things go wrong that are outside the realm of our control. Let’s face it, most accounting clients dread hearing from their accountant. Very rarely is it good news.

You must be able to communicate effectively and quickly with your clients. How you handle the difficult moments and how you choose to communicate with clients during a high-pressure situation is the real test that determines whether or not they’ll return again despite the difficulties that cropped up.

Remember, how you communicate to your clients is the key to helping them grow confidence in your ability to deliver. Therefore, it’s crucial that you:

🗝  Remain calm and reassuring throughout your ongoing dialogue with clients.

🗝  Convey a certain sense of empathy so the client will get the impression that you genuinely care.

🗝  When circumstances call for it, apologize or offer to make good on a situation if necessary.

🗝  Help clients stay on track with shared goals rather than dwelling on what may not have happened.

It also helps to remind them why they chose you. It would be best if you always infused the following in any communication with clients:

✔️The value you provide to them.

✔️ How it can help them.

✔️ Let them know they have options and tell them why they are.

✔️ This is also an excellent time to review what you need from them to keep the job moving forward.

And always let them know who to contact if they need support.

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When Do Clients Need To Hear From Us?

client communication
client communication

When Do Clients Need To Hear From Us?

TASK Virtual Assistant

During a business transaction, there are critical times that communication is vital to keep clients feeling like you are in touch and engaged with their unique situation.

Remember that your goal with a recap message is to build a relationship with the client and not just sell to them.

The best recap emails summarize the discovery into two or four key points. First, they reinforce the decision to move forward. A recap email can confirm the next call’s date, purpose, and plan. Third, it builds accountability and keeps the lines of communication open.

Your clients will appreciate the communication you are providing. And, they’ll be more likely to hire you if you send them an excellent recap email.

So, what are the key points in a project that need a recap or communication?

  1. In the beginning, the introductory phase of your association.
  2. At the start of your project – the kickoff.
  3. At any time they feel confused.
  4. Through each new step of the process.
  5. Whenever there is a delay or problem.
  6. At the project’s close, the end of the order or the wrap-up of your business with them.

1. In the beginning

A potential client will make a series of decisions before settling on you as their chosen Accountant.

One might consider the introductory phase to be the most important. Remember, you never get a second chance at a first impression. Therefore, it would help if you communicated clearly and confidently what the client could expect from you during the entire transaction.

Help the client visualize doing business with you by laying out the process with simple, easy-to-understand steps.

Create a simple project map, bulleting each phase with necessary details such as what the client will need to provide and anticipated turnaround times. This will go a long way toward helping them understand what will happen and who will be responsible for what along the way.

Finally, you’ll want to exchange contact details and any other pertinent information such as account numbers, personal identification, and any relevant matters that pertain to the service or products you’ll be providing to them.

2. The Kickoff

Once the introductory phase is complete, you will want to help clients stay on track with the timing and details of any work you do for them. You can fill them in on exactly what will happen, so they know what to expect going forward.

One helpful piece of communication that you can hand out as you onboard new clients is the Welcome Email or Welcome Letter.

The welcome message gives a client the confidence you are committing to them and that the two of you (or a group if that’s relevant) are partnering or teaming up for success.

You should customize the content of your welcome message according to the client, the specific project, and an estimated timeline of how long it will take. Streamline this process with a general timeline for your template, but insert details before printing and handing it to the client.

3. When They Feel Confused

New clients tend to ask specific questions. You may even notice that most of the new clients you deal with have the same questions as other clients did when they first began working with you.

You may feel like a broken record giving the same answers repeatedly all day long, which results in a lot of unnecessary email typing and talking on the phone.

Of course, the accounting and tax preparation business you have lends itself to talking on the phone or in person with clients, and you may not have the option of getting out of this.

However, the simple addition of an FAQ area of your website, or FAQ handout you provide to clients, can drastically cut down on the amount of time you spend explaining things to the people who solicit your services.

Your Frequently Asked Questions handout should include all aspects of your business that tend to confuse people the most.

What do people always ask you? Write that down. Then think of other things they ask you. Brainstorm “through your client’s mind,” list out, and answer.

You can continue to build on your FAQ, modifying it from time to time. Any time a client comes to you wanting clarification on something, write down their question. Then take some time to answer it in detail, and add it to your FAQ file.

4. Every Step of the Way

A quick email message signals forward momentum in your step-by-step process with clients. Of course, it only takes a short, written wrap-up to let them know a phase is complete, but this brief message will add to the confidence and trust your client holds in you.

At each step, you can sum up:

  1. What was accomplished during this step.
  2. Any deliverables you provided (so they can be reminded of the ongoing value you deliver to them).
  3. Any problems that came up during this step.
  4. Any outstanding items that will need to be addressed.
  5. What to expect in the next step.
  6. How long you expect the next step to take.

5. Another Delay!?

Delays of any kind will cause your clients to doubt you and begin to worry. They may fear that you will not be able to deliver the end product the way they prefer or in the allotted time frame. In addition, they may worry that you cannot be trusted – after all, they likely don’t even know you.

A brief and reassuring message that lets them know you are handling their issue or attending to their details quickly and thoroughly will ease their discomfort.

As you work on similar projects for various clients, you will notice a pattern of issues that may come up repeatedly. For example, a recurring problem with Accounting firms is that the client does not promptly provide the necessary information.

You can work through this challenge by creating a short template of common problems. For example, your template can explain the delay, or it might make a request for the client to fulfill, which applies to each type of delay.

Keep the messages you create in your file of templates. Print or email and use as necessary when future clients voice complaints about things outside your control realm.

If problems occur that you know you can handle but must be worked through in a routine fashion, your proactive message will go a long way to dispel their fears, increasing their trust in you as their chosen provider.

6. That’s a Wrap!

When your work for the client concludes, send them a brief wrap-up bulleting the work completed.

Thank them for their business and remind them that if they have any questions or would like to leave a positive review, please reach out to you via email, phone, or whatever your preferred method of communication may be.

One last thing:

Keep invoicing separate from the “final wrap-up” message – these should be two separate areas, as you do not want your clients thinking about payment in the same context as what was delivered.

 

The Importance of Connecting With Clients

connect, clients, customer care
connect, clients, customer care

The Importance of Connecting With Clients

TASK Virtual Assistant

It is vital to connect with your accounting clients and be there to answer all of their questions. The people who come to you for professional help do so because you deliver something that they cannot or do not want to handle on their own. They’re hoping that you can fulfill their needs somehow, and they look to you as an expert guide. Naturally, therefore, they require your help in solving their problems.

Perhaps they seek support around an overwhelming, confusing task that falls outside their realm of understanding or capability. You can either do the task or guide your client through the details, allowing them to master and manage the steps on their own with ease.

Think about this from the perspective of your clients. They need help, and they’re seeking it from you. Selecting a person, group of people or entire organization to help handle essential details of your business is no small matter.

So when your potential clients decide that it’s time to fork over their hard-earned cash to solicit your support that brings them closer to their goals, they’re always going to search for that one intangible thing.

Do you know what it is?

The thing that your clients and potential clients want from you is trust. They want to walk into a business relationship with a sense of trust from the start. So, what sort of trust are clients hoping to find in you?

✨They want to trust your expertise and your ability to solve their challenge.

✨They want to trust that you’re keeping their needs on the highest priority.

✨They want to trust that you will provide high value with your services.

✨They want to trust that you won’t rip them off

✨They want to trust that you won’t do something unethical in your business dealings with them.

How do you arrive at a place of trust with people, so they feel ready to take the next step and do business with you?

How do you cultivate trust with a new client so they’ll return again and again for repeat business?

The way to get people to trust you is to establish a rapport with them.

1️⃣ Kick-off with a getting-to-know-you dialog. Keep the conversation about the client and their wants and needs.

2️⃣  Keep your client engaged at all times. The dialogue doesn’t end after the introductions and proverbial or literal handshake.

3️⃣  After the intro conversation, guide your clients through the phases of the business you are handling for them or the transaction you are carrying out on their behalf.

Your clients want to get the sense that you are “with them” every step of the way, and the best way to deliver this is through effective communication that reaches them at key points in the project or process that you’re taking them through, at the times when they need it most.

The Handwritten Letter

handwritten letter, letter writing
letter writing, handwritten letter

The Handwritten Letter

task virtual assistant Letter writing seems to be a lost art in today’s age of instant messaging and email. However, whether it’s the power of the written word or the belief that a handwritten letter is more meaningful and unique, it is still alive and kicking as many people prefer to receive handwritten letters and cards. I remember receiving my birthday card, or an encouraging note (on a notecard!) from the VP of our division, back in my Corporate life. I cannot express how I felt opening that card and reading the handwritten note from her. Even more amazing, was knowing that she took the time to write a personalized message in all the notes and cards she sent out, to all the employees. This is the same tradition my mother instilled in us girls, and I hope I have passed it on to my daughter. The handwritten letter or note is about as personal as you can get, and something I do in my business today. The process of letter writing has changed over time as we moved more into a digitalized world. However, some people continue to put pen to paper because they believe that there is something more personal about it than other digital formats. Handwritten letters can be more personalized than an email because they can show personality in their words through the actual handwriting itself, or drawing pictures on the letter or card. This personality cannot be replicated in an email or text. While some people may argue that handwritten letters are less efficient than paperless postcards or emails, there are many benefits to handwritten postcards and letters.

Surprise and delight your clients

Companies should not underestimate the power of handwritten letters. It can increase clients’ enthusiasm and surprise them with a personal touch. A handwritten letter helps to form a bond with your client.

Improves your memory

Handwriting helps us remember things better. The act of writing by hand engages more of the brain than typing on a computer or using predictive text on your smartphone. It’s easier for us to remember what we’ve written down if it’s in our own handwriting.

Promotes mindfulness

The simple act of handwriting something generates a sense of calm and mindfulness that you can’t get from typing or even talking on the phone. This is the same sense of calm we feel when coloring. Some people use handwritten letters as an excuse to send snail mail – hand-written postcards, letters with drawings, thank you notes, etc. Others use them as a creative outlet – drawing doodles or little sketches on their envelopes for no reason at all.

Allows for reflection and a more thought-provoking message

Handwritten letters are deliberate, thought-provoking, and represent a deeper meaning than an email can. As we move deeper into the digital age and instantaneous writing with predictive text, we sometimes forget how important it is to be intentional with our words and expressions.

Sends the message that you care

Companies that use handwritten postcards or greeting cards for clients show that they have taken the time to personally put something together for them – which is an unexpected touch.

A handwritten letter is a time-honored tradition. It is the perfect way to show someone how much you care. Whether it’s a heartfelt note, a long overdue apology, or even an invitation to be your date for the evening-a handwritten letter will express all of your feelings in just the right way. Handwritten letters are not just about saying what you want to say-they are about who you are as well. Understandably, there are many things that people send by email these days that would have traditionally been sent by paper mail. But if you’re looking for something personal and thoughtful, nothing beats the intimacy of the written word on paper!

Personalize It!

personalized marketing
personalized marketing

Personalize It!

task virtual assistant When your clients are happy, they stick around. Studies show that having long-term clients helps you build a trusting relationship which makes it easier to ask your clients for referrals and testimonials. A key ingredient to keeping your clients happy is personalized marketing.  Some of the benefits of personalized marketing are: Create a more familiar connection between you and your customers by providing them with content that is relevant to their needs. Provide a better experience for your customers because they get what they want when they want it. Boost customer retention because customers feel like their interactions with the company seem more personal, more important. Keeps your customers interested in your product by providing them with exclusive offers, discounts, and deals just for them. And, in order for personalized marketing to be successful, you must first know your customer: 1. Research your client
What are their pain points? What are their happy spots? You can use the information you find out about them, and the tools of your trade, to help solve their problem so that they can move through your funnel to the next solution.

 

2. Follow them on social media
Set up alerts on your social media accounts and on Google, to get their updates first. This is going to enable you to check out the messages your top customers are sharing and stating to their friends, family, and if they’re also business owners, their audience. You can also use their social media to help them by sending messages based on their behavior such as, “I noticed you shared that article about social media marketing. You’ll probably like this article too; I especially liked this part…” or, if you observe them trying one tactic, but you know another one is better, just give them the idea through a personalized message.

 

3. Visit their website
What are their offers? How does the website look? Does it load quickly? What about their keywords and phrases? Do a search and see where they fall. Use this information to send them a personalized web service. Your goal here is to keep informed about what your clients’ current needs are and use that information to offer customized advice based on their actions.

Our jobs as marketers are to understand how the customer wants to buy and help them do so.

-Bryan Eisenberg

So now you have all this wonderful information, what do you do with it? You may not have thought about it before but there are plenty of ways that personalized marketing can help you connect with your clients: Record a Personalized Video Message 

One way to really wow your top clients is with a private, recorded, personalized video message. You can do this to promote something, to say thank you, or just to say hello or happy birthday. Videos are a hot trend in marketing today, and a personalized video takes you over the top!

Customer Anniversary  The day your customer first became your customer is a very important date that you should remember. You can use your shopping cart software to examine this information and get the right dates, or the day they signed your service contract. Sending your customer an anniversary message and “thank you for being my customer” message is a great way to create deeper, more trusting, and long-term relationships with your customers. Customer Birthdays  Knowing customers’ birthdays is beneficial because it shows customers that they matter enough to remember their special day and it allows you to better tailor communications to your client. Send a specialized birthday message, bonus points if you send a personalized video, to thank them and give them a little coupon or even a real gift, like an Amazon or Starbucks gift card. Get creative and send a QR code to take your customers to the video. Put it on a creative and fun e-card, or add it to a birthday card you plan on sending through the mail. Add something sweet and chocolatey, and you’re a winner. After Purchase Whenever your big clients make big purchases, they deserve a little extra high-touch. Send them a personalized thank you mentioning what they purchased, and offering to give them the extra help they may need to make their purchase a success. Before a Big Event  If you’re having a big event that your top customer is part of or coming to, send them a personalized message that thanks them, assists them, and makes them even more excited for the event. New Launch  If you are getting ready to have a launch, and your product is ready but hasn’t hit the market yet, open it to your top customers first. Let them in on the sale early by sending a personalized recorded video message with a link to a personalized “secret” sales page. Goal Success Did your client or customer reach an important milestone or goal? Send a special personalized recording as soon as possible after they have achieved success to help them celebrate. To Say You’re Sorry Have you ever made a mistake or had something that didn’t go as planned? Heartfelt apologies can go a long way, and a recorded video apology will really wow them. It has been proven that doing just a little extra will make you really stand out to your top customers and result in an amazing payoff! And bonus? It’s actually going to be enjoyable to do, and you’re going to get a lot of valuable information from these customers. They will be helping you perfect your marketing messages to all your customers today and in the future. Plus, due to the added personal service you’re providing to your customers, they’ll end up acting as brand advocates, and they’ll likely brag about it again and again to everyone they know.

Good marketing makes the company look smart.

Great marketing makes the customer feel smart.

-Joe Chernov

I would love to hear your ideas on different personalized marketing techniques. Feel free to add more ideas to the comments.

Listen…Your Customers Will Tell You All About Customer Care.

Listen…Your Customers Will Tell You All About Customer Care.

listen_understand_act Add-a-subheading
CUSTOMER CARE

Everyone says customers are first, but so few deliver on that idea. If you are just slightly better than average delivering customer service, you are already most of the way there. Regardless of whether your customer is engaging with you via email, on social media, or elsewhere, they should feel at home, as if everything were made for them – because it is.

Many years ago, I worked as a service advisor in a Chrysler Jeep/Eagle dealership. Our focus was to listen to the customer as if they were the only one in the room and provide a white glove service. This was known as “Customer One” and evolved to customer care. Recently, while preparing my business for launch, I worked with a business coach. He looked over the services I provide and asked if I wanted my clients to feel serviced or cared for. I thought back on my training in that service department, and the positive reviews I received from my customers. I quickly changed my thought process and began offering Customer Care to my clients.

How can you move from customer service to customer care? It begins with Operational Excellence. Simply put, provide a better-quality service, ensure best-practice processes are in place, and if your response time takes longer than 24 hours, improve it!

As a provider:

  • Know your customer’s critical needs!
  • Conduct regular audits of your processes
  • Facilitate just-in-time delivery
  • Do it right the first time

As customer:

  • You must communicate!
Richard-Branson-Virgin-Group

To achieve operational excellence, you and your team must be of the same mindset and behaviors. Mindset must be customer-centric, not about production quotas.

If you do build a great experience, customers tell each other about that. Word of mouth is very powerful. – Jeff Bezos, Amazon

CUSTOMER SATISFACTION

How do you know if your customer is really happy? Do you feel confident that, if given a survey, they would return that coveted 5-star rating? Meeting your customer’s critical needs is paramount. Speaking to those needs is marketing. In today’s highly competitive environment, customer retention is at the top of the list, and customer loyalty is dependent on the customer’s perception. It is no wonder that businesses turn to the Kano Model to determine customer satisfaction. The Kano Model, also known as “Kano Analysis”, was created by Japan’s Dr. Noriaki Kano in 1984.

Kano Model Kano Model

The model is designed to find the connection between the product or service and customer satisfaction. The model divides attributes into four categories: threshold, performance, excitement and indifferent, to determine customer satisfaction and dissatisfaction

Do you know what your customer wants, what they need? The number one method to determine what they want? ASK THEM and then LISTEN! Find out what makes them tick. Get to know your customer.

LISTEN

Kano suggests that customer satisfaction falls into 3 categories:

  1. Dissatisfiers – this is your basic quality service. It does not increase satisfaction, but absence of will LOWER it; This level must ALWAYS be met.
  2. Satisfiers – This is your performance quality. Simply, you met their expectations.
  3. Delighters – This is the excitement quality – the WOW factor. You exceeded the customer’s expectations; it was an unexpected surprise. This level increases your market share.
listen

We are in an amazing era of technology with an endless set of communication tools in the toolbox. Smartphones have revolutionized the way we can communicate with our customers. You can text, email, video chat, post on social media, and guess what? You can even call them!! Therefore, the best way to find what they really want, and need is to simply ask them.

You’ll want to ask questions like:

  1. What Can I Do to Make Your Life Easier?
  2. What is Your Next Goal?
  3. What Problems or Roadblocks are You Facing Now?
  4. What’s the One Thing You Wish I Did Better?
  5. What’s the One Thing I Did Better?

When reaching out to your customers, the number one rule is to listen. Ask your customer, “What can I do for you today?”  This one sentence packs a powerful punch. It shows you care more for their needs than what they can purchase from you. Take some time to familiarize yourself first with the information you already have about them so that you can mention some of that in your conversation.