Accessibility

In one of my favorite books, You, Inc - The Art of Selling Yourself by Harry and Christine Beckwith they tell the story of a professional association that commissioned a study poling over 300 clients. They asked one simple question: “As a client, what do you value most?” They assumed that answers like fees and technical skills or competence would rise to the top.

When the study came back, fees ranked 9th and technical skills ranked 8th. What ranked first? “The individual’s demonstrated interest in developing a long-term relationship with my company.” The Beckwith couple thought the answer that came in 2nd was equally interesting: “The speed with which my phone calls are returned”.

Accessibility is square one in customer service. I heard about a customer the other day who was on hold for 1 1/2 Hours. That customer will go to another vendor when she has a chance.

Expectations of accessibility have skyrocketed in recent years for salespeople in the field. When I went to work as a field marketing rep expectations of a returned phone call within 24-48 hours was the norm. Today as a manager I actually get calls from irritated customers who placed a call to one of my reps 2-3 hours earlier and are upset because they “still” haven’t heard from them. The reason can be summed up in two words… cell phones. The expectation is that a marketing rep can return phone calls immediately.

Part of the solution may be to educate your customers about your work day and realities that include 2 hour meetings and long drives through territory with out cell coverage. Beyond that it’s critical to be in your voice mail at 8 am, 12 noon, and 5 pm without fail and block out 20—30 minutes after each check in to return phone calls.

Back to the Beckwith Story. In a follow up survey, the people who placed “speed of response” toward the top of their list were asked, “Does the person need to answer your questions when they return your call?” Those surveyed answered “No”. As it turned out all anyone wanted was a prompt call back. No one expected questions to be answered or problems solved immediately.

The Beckwith Story concluded that callers only wanted what most people yearn for everyday: They want to feel important to another person. People desire a quick response because it communicates, You are important to me.

Adapted from You, Inc by Harry and Christine Beckwith, Warner Business Books, New York, New York