Excellent customer service, long taken for granted, is receiving increased attention as a key factor in retaining and expanding business. We’ve come to expect it in face-to-face transactions and it’s becoming more common online and on the phone. Gone are the days when I would spend 45 minutes on hold with AT&T only to have my call disconnected when I finally reached the top of the queue.
The best PR pros know that good customer service is the best way to build business. It’s easy to take clients for granted, though, so rededicating ourselves to client service is something we need to do every day.
Here are a few facts to keep in mind:
1. Keeping a client happy is easier than attracting new business.
2. Excellent client service becomes your ‘product’ and differentiates your company from its competitors.
3. Customer service is at least as important as your goods or your pricing.
4. Good service is an integral part of every aspect of your business.
Today large companies are appointing customer service experts to the C-suite, so we can expect intensified efforts to keep and grow business with personalized, professional approaches.
Clients always expect PR pros to provide clear, concise communications on time and on budget. Yet industry leaders make it a habit to go beyond those measures: They respond quickly to media and client questions, suggest new ways to solve business issues and provide creative and consistent strategic counsel.
The best public relations professionals provide such excellent customer service that they become vital members of their clients’ teams.