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n the last chapter, you were reminded that the way people inside the firm treat each other greatly impacts how the employees of the organization treat clients Both internal and external service initiatives must be coordinated Implementation of client service opportunities must begin with the partners Norman Vincent Peale once remarked, Nothing is more confusing than people who give good advice but set bad examples It s important for partners to lead with verbal guidance, but it isn t enough They also must lead with their actions Ron Zemke, in his book Service America, says There must be a client-oriented culture in the organization, and it is the leader of the enterprise who must build and maintain this culture The way employees are treated by partners greatly impacts how the employees of the organization treat clients
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As covered in the last strategy, external service starts with internal service and respectful treatment Sometimes reinforcing the right norms takes forceful intervention A partner with a large international firm told me that when he was a manager, he called a partner in Chicago The partner did not return the phone call The manager called again the next day Still, no return call was forthcoming The manager reported to his own partner in Atlanta that the client matter was being delayed awaiting a response from the Chicago partner
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The Atlanta partner called the unresponsive Chicago partner, got him out of a meeting, and reminded him of the policy of respect for each other And that respect included responding to any employee anywhere in the firm
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In law and accounting firms all across America where service is excellent, the partners do a lot more than tell employees what they want They act as role models and show genuine concern for clients by taking time to listen and help them And they back up their commitment to client service by looking for, measuring, recognizing, and rewarding performance that results in good service at all levels and in all jobs We don t want to support the old proverb that familiarity breeds contempt Rather than breeding contempt, we really want to look for the good in others and use that good to provide great service to our clients Recognition and praise are two of the most powerful motivators of all, yet you d think that paying someone a compliment costs $1,000
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If you see any other employee without a smile, give her one of yours, and maybe she will pass it on to one of your clients If you see any opportunity for improvements in this area of your firm, perhaps your training programs should emphasize internal client service this year as the basis for great external service
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ervice consistency is a goal most midsized professional firms strive toward It provides control over your customer service It is also a great reason to contact your clients The journey to firm-wide consistency is difficult because of the lack of communication with existing clients about the quality of the current service being delivered None of us wants to hear bad news, but talking with clients is crucial The difference between a satisfied client and a highly satisfied client can be night and day For instance, Xerox found that customers who rated them a 5 on a 5-point satisfaction scale were six times more likely to purchase further products than customers who rated them a 4! Accountants seem content to send out useless client surveys in the mail, but hesitate to go see the clients personally
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The only way to establish service consistency is for the owners of a firm to set down the service laws:
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Promptness in dealing with client concerns Maintaining client comfort in difficult circumstances Ensuring regular communications during engagements No training of junior staff on client s nickel
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