Client Outreach: How Do You Measure Up?
The results of the ICC/Decision Services survey offers insights that will be valuable to decision makers at accounting firms of all sizes. Despite the fact that this survey focused on the retail sector, the lessons cross over to us as professional service providers. In a first of its kind retail benchmark study, ICC/Decision Services visited over 50 retailers across a wide range of categories of to measure their readiness for the holiday season. From October 26 through November 18, 2010, ICC/Decision Services conducted 1621 nationwide store visits to assess sales helpfulness and employee service. David Rich, President & CEO of ICC/Decision Services, notes “retailers are still leaving millions on the table.”
Rich's comments are based on the results of the survey. While in areas such as greeting and thanking customers, and cleanliness, for instance, the majority of retailers scored well, in other key areas such as explaining promotions, suggesting additional items, and determining customer needs, many retailers are underperforming.
There is a key lesson here for you. Ask yourselves if your employees doing the 'minimum' to welcome clients or if are they extending themselves to truly 'engage' the clients to get them more connected to your firm. If they are NOT offering more to clients and developing a meaningful dialog, you are missing out on great opportunities to build additional loyalty amongst your client base.
What additional training have you offered to your staff to help them be more effective with client communications?
Sally Glick, CMO, Principal, Marketer of the Year in 2003 and AAM Hall of Famer in 2007, will lead a lively discussion of the constantly expanding roles of marketing and the professional marketers that drive this initiative in accounting firms of all sizes.