Seven simple things many companies don't do. Perhaps it's time.
I notice things. While it's easy to notice the big things, I notice little things all the time, too. This can be a curse--just ask my teenage daughter! In the business world we usually try to operate on the pareto principle--we pick our battles, just like I (should) do with my daughter--what 20% of issues to be addressed can be corrected to impact 80% of the eventual outcomes? And yeah, there's a lot to worry about in running a small business.
Now, most of the time, when working with a SMB client, we jointly have our sights set on large issues and we are working hard not to get distracted by the many other smaller issues that we come across that can so easily distract a business owner or leader. But these are lean times, and it's probably worth a quick rundown of these "quick fixes" to assess how your business checks out on these items. Are you doing the simple stuff to keep customers happy and make the most of every touchpoint?
- Answer your phone in a uniform manner -
It's a tiny but powerful thing. If your main product is called SuperX and your company is called JoyfulZee, be sure to mention SuperX in your phone script. It lets your customers know they arrived in the right place. And get everyone answering the same, everytime--it's professional and the right thing to do.
- Set a standard time limit for response to support inquiries, and record performance -
It's not uncommon for customer support to simply work off a queue, expecting that by "working hard" customers will be served in a reasonable time frame. This needs to be rethought if you're taking this approach. Set a policy time for turnaround of answers or feedback to inquiries and measure compliance to it. Set improvement goals. Customer Service is the new Marketing.
- Gather email information from your customers -
If you are not yet creating a customer database with basic information including names, addresses (if relevant) and email (always), it's time to start. How else will you suggest new products, line extensions, implement cross selling suggestions, or advise of service issues or support updates? Whether through Salesforce or Highrise, it's time to start serious CRM.
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Record product preference from customer orders -
Add to your sales CRM database some simple fields with information on product category or other variables to help you in your product suggestions, or gather information on other products or platforms owned/used by your customers. It's amazing how valuable just two or three fields can be to formulating an outbound campaign. Start now.
- Categorize support requests and analyze information periodically -
In somewhat of the same vein, capture additional information for analyzing your service and support inquiries. It will pay dividends in: prioritizing product revision/update efforts, evaluating/adding requested features, identifying troublesome products (or possibly whiny customers), and assist in continuous improvement as knowledgebase is developed.
- Unify company email signatures -
So simple but so professional. Get your team on the same page and make it happen. Individuality belongs on their Facebook page, not in their signature. - Hold regular company communications meetings -
It's amazing how often employees are the last to know about important company issues--even after external parties. Don't do this to your people--they should not be learning of plant/branch shut downs via a random Tweet or Facebook status update, or on Google News. At the other extreme, just staying in touch with employees regularly is powerful for morale. Make time to share the wins and celebrate together to build valuable team spirit.
(Yes, I can help, so give me a ping if you aren't up for all of these...)
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