According to a recent Harvard study, companies that make customer service the center of daily operations grow at twice the rate of their competition. To do that company leaders need to create an environment of service.
In my twenty four years of working with title companies, real estate companies and mortgage bankers throughout the United States and I have noticed the little things companies did, and did very well, to keep their customers. I call these little things, “Slight Edges.”
You’ve heard that term before, slight edges. They are the seemingly little things you can do that make a big difference in the level of service you provide. And, I have notice that there are seven slight edges. Some companies I work with do three or four very well but, the very successful companies do all seven. Practicing these seven slight edges will not only help you to grow from the inside out but, create an environment where to retain your employees.
Big Picture Thinking; Companies that deliver great service know ‘why’ they deliver great service. They know and understand what’s in it for them, for the customer, and for their employees. When you ask them, “Why is it so important to deliver great service?” you get answers like, “Well, the first time a customer does business with us, they spend $50 but, the second time they do business with us they spend $150. So, we want to make sure they come back.” Title companies know that first time home buyers will only stay in that house for 3 to 5 years. So, they want to deliver great service so the customer will remember them and come back when they decide to sell. Title companies want to deliver great service to their referral sources, like realtors, so they will continue to have closings with them. This is the ‘why’ behind the drive. Companies that see the Big Picture demonstrate a long term thinking process. They put their clients and referral sources in a campaign to keep their business. Companies that deliver poor look at customers as ‘work’ and not growth. They are incapable of thinking beyond themselves; they view realtors as a demanding distraction. Do this; ask your employees, “Why is it so important that we deliver great service to the customer?” Listen to their responses; do they reflect small or big picture thinking? It’s vital for your managers to be painting big picture for the staff.