By Eric Woodruff, CPA
Partner, Audit & Assurance Services
[email protected]
In the business world, technological advances bring both opportunities and challenges. Just a decade ago, a phone call or an email from a customer was usually returned in a day or two. Now, with social media, texting, Skype, etc., any communication response that isn’t almost instant risks alienating a client and sending them running to a competitor.
Our society is undeniably a speedier one. Therefore, a company’s success now depends upon its degree of responsiveness to customers. In the same way that Facebook users scroll through their newsfeeds and anxiously wait on notifications, consumers move through the marketplace at a rapid-fire pace, eagerly anticipating connections with businesses.
The speed factor also makes it harder for your company to set itself apart with its products and services. If everyone’s customer service is expected to be lightning fast, the marketplace will be like the cavemen running from a sabre-tooth tiger — the slowest one will be the loser.
Think about Amazon. People have grown accustomed to ordering something at noon and finding it on their doorstep as soon as they get home. That mentality is now spreading to every customer interaction and every industry. Business owners and managers need to ask themselves:
- Are we set up to be nimble and flexible in responding to our customers and stakeholders?
- How quickly do we respond to communication contacts?
- How fast can we adapt to new changes so we can beat our competition to the market?
- Is our website mobile-friendly? Is it easy to find information on our products and services?
- How can we make it easier to do business with our company?
- Can we meet the 24/7 demands of the e-commerce world?
- How can we stay abreast of market trends and upcoming developments?
As a rule of thumb, any messages from potential new customers should be responded to the same business day. The staff member monitoring the phone extension or email address linked to your website’s “Contact Us” page should be your proactive point person. Even if a principle team member is not available, at least have a responder let them know when they can expect communication from them. Just a quick acknowledgement like this can give prospective customers the “personal touch” they need to feel that their concerns are important.
If you’ve ever participated in any customer feedback services, you probably know how important a quick response can be. A negative client experience can often be rectified with a timely attempt to make good on any failure to meet expectations. On the flip side, a late, apologetic response is usually considered disingenuous.
Even worse than a slow response is none at all. If you’ve been asked to fill out a survey from, say, a car rental company and you gave negative ratings, you may have checked a box that asked if you would like to speak to a manager. Did that manager ever get back to you? If not, chances are you’re not using that car rental agency anymore. Today’s world of commerce demands immediate responsiveness.
It’s also wise to manage expectations for responsiveness, especially with existing customers. Have your voicemail message or out-of-office email function let people know that you will try to get back to them within 24 hours. If that’s not sufficient for their needs, provide an alternate contact within your business who can jump on the requested task right away.
As you ring in the new year, analyze whether your company is meeting the need for speed in this fast-paced business world. Don’t be afraid to ask about your performance. Call your clients and vendors and see if they think your staff is sufficiently responsive. And don’t get discouraged by negative answers. Use them as a springboard for growth and development. It’s 2019 now — time to live life in the fast lane!
If we can assist you with any process improvement, please contact Eric Woodruff at (317) 613-7850 or email [email protected].