Getting obsessed with delivering good customer service has become more and more a focus of what I’m doing. I’d rate myself a 3 on a scale of one to ten, but before June, I was a -2. So there’s that, at least. My goal is to get to a “5” by the end of the year.
Customer service is the difference between “doing transactions” and “having a business.” Creating a process that honors the customer’s intent is our job, and figuring out a way to do it within the human constraints of bandwidth and knowledge is not easy. But doing it is rewarding, both in the “artistic” sense and in the monetary sense.
Getting honest feedback is hard, too. People don’t want to identify what you can do better, and our own egos create a situation where we justify our failures. Perception of the customer is reality, and when we wanna break the stereotype of the entitled and mediocre Realtor (in my case, consultant), we have to fix what’s broken. We have to be committed to the outcome of good service, and good perceived service.
They are both important. When my wife was at Dominion homes, the customers there were all given a survey. The managers would do whatever possible to let the customers know that “yes” was the only real answer. Dominion was deprived of feedback because of the perverse incentives of the bonus program they created. People were flat out told that they’d get $100 cash if they brought the survey back for the manager to fill out. Attaboys were really what they were after.
Not “how can we–as a company–get way better.”
They assumed that they had achieved operational perfection. They had not. I have not achieved operational perfection yet (though I’m far closer now). I want to know where I’m weak, and where I’m perceived to be weak. Where the communication is chunky and commitments are unmet.
This is the core difference between doing deals and having a business. Finding a way to get actionable information. Hearing feedback.
My customer service survey that goes out says this:
I want to be the best ever. I am building a company that constantly gets better, more valuable. To me, every detail matters. Everything I touch, I want to be the best for you.
So, I’m asking for feedback, not “attaboys”. I want to be the very best web marketer for the money, so please point out where I can improve. That will do me–and you–more service. I know I’m above average, I want to get in the top .1% of all practitioners, and I want you to feel lucky that you found me. Please help me continue to get better.
I have about 12 questions on things I want to know. I will change them after I get better. Every one has free space to write in suggestions. That has given me an idea as to what my people want, and that feedback has been profound in teaching me what to do and how to do it.
I don’t take it all seriously–some people have dumb ideas and some things aren’t feasible. But, it gets me moving, learning and doing. Had I done it months ago, I would have been farther along in my business.
Getting customer feedback does two things: it makes it so that you know that you’re gonna hear about it so you improve the conditions for the customers as they happen, you think of things naturally from their point of view, and build a process that honors them, communicates well, and moves you from functionary deal-doer to fiduciary partner.
You know the feedback is coming, so you try harder, close rank and put the customer first.
For a rake, it’s unnatural, but it’s the only way that I’m going to get to be as good as I’m going to.
Keith Lutz says:
That is awesome. There is also some designation called a QSC. Quality Service Certified. I really liked your blog the other day about the debt you have incurred. I have printed it out and read it often. Keep up the good work!
October 20, 2009 — 7:22 pm
Scott Cowan says:
I would love to see the questions that you are asking.
I have been putting the finishing touches on my latest survey as well. I need the feedback to see how to fine tune my business. Actually in my case it’s how to steer back within the lane to avoid oncoming traffic but you get the point.
October 20, 2009 — 8:24 pm
Greg Dallaire says:
Chris,
I’m grateful that from an early age I had the AHA moment and realized that customer service at a high level will result in having your client base talking positive about you to their friends and family.
So why is that Realtor’s have the reputation that all they care about is a comission check or an easy buck? I think I have the answer. It’s because it’s extremely difficult to provide great customer service and it’s a lot easier and less work to provide crappy customer service.
The sad thing is those types of Realtors are sabotaging themselves and will never reach their true potential.
Oh well I guess I’m working one client at a time to change the image of a Realtor in my clients mindset.
Great to see you’ve changed your prospective it will take a lot of hard work and won’t happen over night but it in a couple years people will be asking you how you get so much business.
October 20, 2009 — 9:07 pm
Leigh Brown says:
Good point-i am currently tweaking my survey and hoping for more severe honesty and less of the ‘attaboys’ too. can you share the questions you’re asking? would love if you email them offline or post. Thanks!
October 21, 2009 — 8:10 am
Chris Johnson says:
@scott: I’m in the web site building business, not doing what you’re doing. I am bribing people with $100 to get better.
http://flatratewebjobs.com/happycustomers/
October 21, 2009 — 8:17 am
Scott Cowan says:
@Chris- You are doing what I am doing. You just sell web sites not homes. Your questions are great and could be used by many different businesses. We should all be looking at what we can do better for our clients. Your questions address those issues. Thanks for sharing your questions with us.
October 21, 2009 — 9:00 am
James Boyer says:
Very good goals. I find that putting your client first in everything you do is a good first step. I just got the best possible compliment from being this way. The seller of a home that I represented the buyer on referred me to another would be seller. Telling him that I was very effective and dedicated to my clients position. I take that over hey he is a great guy any day.
To top that referral off, the deal she was involved with was very contentious and full of problems.
October 22, 2009 — 3:45 pm