Steps to outstanding client service
Requirements
Read the details below of the research that David Maister conducted into client service and then complete the checklist on the following page, following the instructions given.
You have 10 minutes to complete this exercise.
Client Service Research
In a large-scale study conducted for a major international professional service firm, corporate purchasers of a broad range of professional services including audit, actuarial, consulting, legal, and marketing services were asked to rate their experiences with professional service firms on two dimensions:
1. First, evaluate satisfaction with the technical quality of the work done for them. Satisfaction was consistently high. Clients seem to have little trouble finding technically competent people to help them.
2. Next the clients were asked to rate the level of satisfaction with the way they were dealt with by the professionals involved during the engagement. Satisfaction levels were extremely low and the complaints were many. The importance of good relationship management is borne out by another research question, in which corporate executives were asked about referrals (or recommendations). Only 10% of all referrals were found to be cases where technical considerations or “results” were given as the reason for the referral. A full 90% of the reasons given for referrals were related to the relationship created.
Most clients say that, if they could find a service provider who reliably behaved in the ways described on the next page, they would be:
1. More likely to return to that provider
2. More willing to refer that provider
3. Less fee-sensitive about the provider’s services