What is high quality service ?Client do not buy services, they buy what your services will do forthem.Essentially people will buy only two things1. Good feeling2. Solutions to their problemsClient buy services for their reasons, not yours when u think yourclient are buying your professional services , they are actuallybuying their own real , personal good feeling and solution to theirown nitty gritty , personal problems.
Client’s view of qualityPeter Drucker observed that Quality is not what you put into yourservice, it is what the client get out of it and willing to pay for.Your service is not of high quality because it is hard to do andcost a lot of money. Clients pay only what is of use to them andgives them value. nothing else is quality.
The service quality equation – your” Invisiblereport card” from your clientQ=P-EWhere :Q is Service Quality , P is Client Perception , E is Client ExpectationDefining it , your grade on client mental report card for the quality of your services equalclient perception of what they receive minus client expectation of what they thought theywould receiveWhen you meet client expectation, perception and expectation are equal and clients gradeyour service quality as satisfactory. When you do not meet your client clients expectation– if their expectation were higher than the service you actually delivered - your score isnegative and client grade your service quality as unsatisfactory, if your service deliveredexceeds expectation satisfaction is positive and client grade your service as superior
CS= D/EWhereCS= Customer Satisfaction , D= What delivered to client , E = ClientexpectationIt can also be explained by above equation
Service differ from manufactured good byfollowing characteristicServices are intangibleServices require human interaction to some degreeService quality control is very difficultProduction or PurchasingMarketing MixConsumptionCustomerCompany
The LIFE cycle of Client relationsStage 1:Contact prospective clients and make them aware of you andyour firm availability to serve themStage 2:Nurture and develop relationship with the perspective clientswhom you have contactedStage 3:Sell your ( and your firm’s) services to the prospective clientsStage 4:Actually perform the services for the client through high qualityservice and get them back in loop at the second stage so that theyengage you again in the future
Position your firm in the Market placeSpecific advantages gain from appropriate positioning of your firm•Achieve greater growth by attracting the specific target markets you want to serve•Increase client satisfaction because the type of excellence you are producing is thetype your client want•Develop the firm’s identity as separate from its principals, this creates a bettergoodwill factor, and it add value to the practice should the principle decide to retire orsell them•Respond to increase competition . your competition are becoming moresophisticated marketers. If you want to get your share of new business and keep yourcurrent client happy market positioning helps by providing them something real theycan recognize•Attract, retain and motivate personnel. Good positioning attracts employees whowant to do the kind of work you specialize in, or who want to work with the kinds ofclients you serve.
Client centered firm versus the resourcecentered firmClient centered firm firms focus their planning on the needs of their market,both current clients and target groups, Some refer to thisas “ market driven “ management. Client centered firms decide on which of theirclient needs and wants to focus so that they can direct their resources in a clientcentric way . in other words The market is ‘ cause’ and strategic plan is the ‘ effect’and is determined by needs of the market.
Ask these questions1. Who is your client ?The current , The potential , Target Clients- Where are they? How dothey buy ? How can we reach them?2.What do your client buy ?3.What do your client value?4.What should your business be?-Kind of service you like to perform- Kinds of client you like to work with- Existing market potential and market trends- Expected change in market structure because of technologycompetition, regulation demographics- Innovation you know aboutClients needs not being adequately met today
How to stand above the crowdThree facts to remember1.Reality is what you can perceive clearly2.People cannot clearly perceive the difference in your generic product3.People respond only to difference
Perception <Key Points>•Other always perceive a firm differently from the firm perceivesitself•Others perceive a firm differently from the way the firm thinks it isperceived•Different group perceives the firm differently from one another•People perceive that your performance in non business setting isan indication of your performance in your profession•People also perceives that your performance in one are ofbusiness is representation of your performance in all area of yourbusiness
How to project High quality ImageYour personal ImageAppearance1) What kind of message does your clothing sends?2) What message does your hair style sends?3) What do they say about you?Communication1) Your Voice2) The word you use3) The joke you tell4) The subject you discussAction1) Be Effective2) Be Active3) Be Visible
Your Firms ImageClient and prospects impression of a firm are composed of1. Combined impression of the firm’s personnel, particularly the frontlinepersonnel2. The appearance of document , reports, correspondence, news letters and othertangible products the client receive from the firm3. Office facilities and equipmentYour PersonnelYour Key salespersonYour tangible Product1. Your ambassadors2. Your Souvenirs3. Office Facilities and Equipment
Beware the Six causes of service problems1 .Overlap of production and consumption; inevitableinteraction between producers and consumers2.Inadequate service to “ Intermediate customers”3. Communication shortfalls4. Views of Clients as statics- seeing them as a number insteadof a person5. Short run view of the business6. Service proliferation and complexityHow many of the service quality problem can be traced to oneor more of these six causes ?
Six basic steps help you earn higher grade fromyour clients1. Discover what your client need and want2. Manage client expectation3. Manage the tangibles4. Manage the firms personnel5. Be the beat at handling the problem6. Regularly communicate with your clients what you are doing forthem
How to manage Client expectation andPerception1. Avoid promotional temptation to over promise2. Learn to spot extremist clients in advance3. Don’t oversell the service outcomes4. Scale down the client expectation5. Introduce the idea of multiple factors Emphasize you caninfluence events, but you cannot control them6. Educate the client and client family and other advisors7. Stay in touch with the clients
Stay in touch1. Periodic letters and telephone calls remind the client of how wellthings are going and they are surprisingly inexpensive2. Quarterly newsletter keeps you name and services in front ofclient, prospects and referral source3. Non business socializing has great value4. When you see a newspaper or magazine article that would be ofinterest to a major or key client or to several regular client send acopy to them5. Become a resource to other people, such as introducing clients toothers whom you know you can me mutually helpful to yourclients
Fire alarm and smoke alarms in clientrelationsGood Indicators1.Client smile when leaving your office2.Client is cheerful to you and your personnel3.Client come to you for advice on other matter4.Client pay your fee promptly and willingly5.Client respond to your request for information and cooperationquickly and easily6.Client recommend you to others7.Other personnel in client’s organization show these goodindicators
How to turn complaints into increased clientloyalty1. Listen sympathetically to the complaint. The number one thingcomplainers want is to tell someone about the source of theircomplaints and they will2. Show understanding and concern3. Mutually agree on a solution4. Follow through5. Follow up
Also ask yourself1. What would have prevented this problem2. What changes should I make in our operation to ensure that thisdoesn’t happen to someone elseIn handling a unreasonable personYou have two assignment1.Handle the client emotions2. Solve the problem, you cannot reason with angry person
What to do next1. Treat your client as if they were lifetime partners2. Ask your personnel for service improvement ideas3. Adopt a mission statement4. Recruit and train your frontline people in the fundamental of highquality client service5. Always be patient, but never satisfied6. Implement some of the above ideas in next three (3) days