Listen for Dollars through Client Comments
Even casual comments made by clients can mean dollars to the firm. How? They can serve as preventative medicine by offering advanced warning of possible problems.
Studies from the Technical Assistance Research Program* in Arlington, Virginia suggest that the root cause of customer complaints can be traced to one of three areas: individual employees, the company, or the customer—with 80 percent of complaints traceable to the last two categories.
By listening carefully, a customer service professional can identify opportunities or dangers for the firm, which can lead to improved training for employees, improved products and services and better customer education initiatives.
The accounting industry is accelerating in many directions and becoming more competitive than ever. As a customer service professional, keep your antennae up for any ‘red flags’ when communicating with clients—scheduling appointments, calling for or making confirmations, etc.
Financial statements may provide a historical perspective, but by the time a problem manifests itself there, forget any warning signs. It will be time for emergency action.
The role of the professional
Because the accounting business is becoming increasingly competitive, customer service professionals must be aware of their firm’s products and services, along with how to communicate these to the client. When speaking to clients, consider any add-on services they might find beneficial. Share what you know, and alert the appropriate salesperson if necessary.
The role of the company
Frequently the actual product or service provided by the company is the culprit in failing to meet a client''s expectations. There might also be a misunderstanding of the actual service included in the price. Even if everything is perfect in the marketing pieces and advertising campaigns, salespeople might still inflate value and create customer expectations that are impossible to deliver.
The client might also complain that a service took too long to complete or there were unexpected add-in costs. In these cases, it is important to restructure the marketing, service or pricing so that future engagements meet the client’s expectations.
The role of the customer
As many of us suspect, clients frequently cause many of the problems they complain about. “It’s not our fault. It’s not our employees’ fault.” But even in these cases you can find an advantage. Customer education is the possible solution.
Suggestions:
- Define in writing the services included in the price.
- Define the expectations of the client, also.
- Send questionnaires prior to an engagement with instructions that ask what is expected. Include any necessary details about how to calculate that information.
- Send the questionnaire via email. Clients are more technology savvy now than ever before.
- Be innovative with solutions. “Think outside the box.”
Negative comments from clients are never easy to hear. If we shift from being defensive to opportunistic, complaints can be our best friend. If we do not listen, rest assured, the financial statement will communicate the news eventually.
