The Wedge Group - July 2018

4 CUSTOMER SERVICE MISTAKES THAT WILL RUIN RELATIONSHIPS AND REPEAT BUSINESS

ONLY BEING REACTIVE

In any given agency, you’re faced with three primary groups of producers: The top 20 percent, the middle 60 percent, and the bottom 20 percent. As discussed in "Agency Growth Machine" (which you can learn more about at TheWedge.net/books), the bottom 20 percent are a mix of people. Some are new to your agency, while others aren’t producers at all. These are people who are essentially in the wrong role within your agency (or, more broadly, in sales). those in the bottom 20. They may lack the drive required to be in the top 20 percent or even the middle 60. What can agency owners do to fix this issue? One possible solution is to help the lowest performing employees develop a plan to move forward, which often boils down to According to entrepreneur and “Shark Tank” investor Daymond John, “Customer service is more important than anything else in your business.” Without high-level customer service, you can kiss repeat business goodbye. Here are some of the most common customer service killers and advice on how to avoid them. POOR LISTENING SKILLS There is nothing more frustrating for a customer than feeling like they’re talking to a brick wall. Having a system for customer complaints and feedback isn’t a bad idea, but being inflexible is. Remember that you’re talking to a person. The more closely you listen, the better you’ll be able to address their concerns. Rob Pace, CEO of feedback software company HundredX, says, “The ultimate goal is for the customer to feel they are heard.”

Customer service doesn’t just happen on the back end. Working to create a great experience on the front end will impress customers and cut

down on those after-purchase calls. To quote Jeff Bezos, “The best customer service is if the customer doesn’t need to call

you.” Focus on customer service every step of the way rather than only using it as damage control, and you’ll start getting those five-star reviews. FORGETTING YOUR MANNERS This might sound basic, but you’d be shocked by how often politeness gets overlooked. The most important phrases a customer service rep can learn are “thank you” and “I’m sorry.” Practicing good

manners goes a long way in building trust and ensuring customers feel cared for. REPETITION, REPETITION, REPETITION If you have a customer on the phone, you should never make them tell you the same thing twice. Information should be recorded and easy to hand off in the event of an escalation. You can bet that the third time you ask for a customer’s email, they’ll respond with a mountain of irritation.

THE BOTTOM 20

HOW YOU CAN HELP UNDERPERFORMERS ACHIEVE MORE

an ultimatum: They can grow as a producer or leave the agency. The details of the plan should be straightforward, with little room for misinterpretation. Should they want to continue as a producer, the next steps need to be clear. The plan should include a timeframe to meet certain goals (such as hitting specific numbers). You should make the time to serve as their coach and help them hone their skills as producers. You don’t want to just give up or leave them to figure it out on their own. It’s important to invest in all of your producers and ensure that everyone gets the support they need to grow and prosper. Be mindful, however, that when a nonproducer overstays their welcome, it can cause issues within the rest of your agency. Everyone else takes note of it, and it erodes the goodwill you have with the rest of your producers and staff. It makes you look bad. If

the underperformer/nonproducer does not hit their numbers within a reasonable timeframe, it’s time to say goodbye. This isn’t about burning bridges but rather opening the door for new opportunities. On the other hand, if the plan you put together with your underperformer works and they hit the goals you laid out, make a point to recognize the achievement. Congratulate them and let them know the bar has been set. Want more great content right now ? Be sure to tune into the Agency Growth Machine podcast. You’ll find topics like “Tools to Gain Massive Leverage and Grow your Agency” and “Why You Need a Bad Cop to Improve Hiring Success” — and so much more. Find the podcast on iTunes, Stitcher, and other popular podcast apps.

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