At a recent networking lunch,  the guest presenter asked an insightful question:  Have you ever been your own customer for a day?

We all know customer service is paramount to retaining clients and has a huge impact on word of mouth and referrals, but how do we know what level of customer service we are actually delivering.

As the MD of her company, the speaker wanted to get an understanding of whether her company was actually delivering the level of service she thought they were.   A day was subsequently nominated as ?customer day? and so began the quest for the customer service truths.

The findings from the day were startling, and not all for the right reasons.  The main findings were as follows:

–          Do you and all your team know and can clearly define what it is your business offers?  In this case it became clear that what the MD thought they offered, was slightly, but significantly different from the rest of the team.  If they don?t know within the company exactly what they offer, how can they clearly communicate this to existing and prospective customers?

–          Therefore, understand exactly what people are buying from you.  Is it a product, service or your expertise?  Have you clearly defined your offering so that you, your team, and the customer understand clearly what they are getting from you?  Clearly define your offering.

–          Define your product or service using a marketing perspective.  Apply the great marketing philosophy I always use – use the ?so what? factor.  So you say you are a marketing consultancy – so what?  What benefit does that tell me – nothing at all.  What pain are you alleviating?  It?s not a case of us being a marketing consultancy; but we deliver and implement marketing strategies that result in more customers spending more money with you.

–          The MD of this company in question knew what they delivered for their customers, but found that their customers did not necessarily know.  Consider the work you deliver from the client perspective – you know what you do for them, but do they?  Do you tell them everything you do for them?

–          There are simple processes which can be implemented to ensure your clients fully understand what they are buying from you – and importantly, what value you are giving them:

• Set expectations regularly – every month – and tell people when you have achieved them.  Update them regularly, and set the levels of communication to do this from the start of the relationship.
• Respect your customers? business – you are delivering a service for them, in order to help their business.  If you don?t understand what they do, you cannot be giving them the best levels of service at all times.
• Communicate in their language – don?t assume they talk the same language as you do.  All too often technical jargon we use everyday can be misinterpreted if it?s not fully understood.
• Respect their lack of understanding of your business – you are the experts – that is why they are buying from you.  Don?t get frustrated if one too many questions are asked.
• Understand their pressures – we all lead pressured lives, our customers too.

Overall, this proved to be an interesting and revealing experiment.  Other than time, it didn?t cost anything to conduct, and the changes made to the company as a result were only for the greater good.  So, do it – become your own customer for the day, let me know  what you find out!