Customer Service is part of a good sales process

When I started my own business Fraser Allen Estate Management, I wanted to offer block management and property management with exceptional customer service.

I wanted to do this because, having been in the sector for 14 years, and for ten of those years in other companies – I’d seen too much of the opposite.

I could list so many examples when I experienced a lack of care, a lack of commitment and a disrespect for the people in this sector. For some it was all about numbers, profit, efficiency savings, processes and procedures – and not about the people.

This always puzzled me as people buy from people, don’t they?

Even now, as my business celebrates four full years of operation, I’m staggered by how many people don’t realise that customer service actually means sales.

Not any old sale. Not sales for the sake of it. It means sales which are meaningful, which are long term and which are based on healthy relationships with clients and residents.

In the service sector, relationships really, really matter in my view – and I believe as a younger entrepreneur will matter even more in the future.

Although processes matter and balance sheets matter – the key to having a thriving business with an excellent reputation lies in building relationships, having the right relationships and offering wonderful customer service.

When a business can demonstrate that kind of value, that kind of service and that kind of approach – discussions over price and costs become much easier. Then the right customers see your value and they would rather pay for the service and its value. Rather than any old price.

T?hese are the ways in which I seek to provide a great service in my business:

I seek to serving clients in the way they feel most comfortable.  Do they prefer to communicate via the phone, email, WhatsApp or social media?  Clients often want to connect with you on the same channels they use to talk to friends and family. So being able to help a client on their preferred support channel is one of the best ways to create an excellent customer service experience.

I ensure that my team are friendly and supportive – and I ensure they maintain that kind of positive energy.  No one wants to deal with someone who is moaning, whinging or complaining, it’s emotionally and mentally draining – especially over the last year.

E?mpathy when dealing with all clients, especially with those who may have specific needs such as dementia, disability etc.  My business is dementia friendly so that any resident or family member is confident their loved one will be treated with respect and dignity, even if they are confused, worried or distressed.

Being proactive - if you know your sector well, you can proactively anticipate someone’s needs.  They could be your client or a resident. This could be around many and multiple things from sorting out repairs, to gardening, to sending information early because you know they are off on holiday. It shows you’ve learned about them and you really are there to make their lives easier.

Information is critical – we always try to communicate clearly with clients to ensure they are aware of what is happening within their block or within Fraser Allen Estate Management. 

Relationship building is so important – this can be as simple as addressing a customer by their name or following up on an issue to make sure the client is happy. It can be a ‘how are you?’ or a ‘happy birthday’ to show you see them as people not just as names or numbers on a balance sheet.

Respond in a timely manner – when someone employs you to provide a service, getting a response says ‘I care about communicating with you’.

For different businesses that response time will be something you can pick up – it may be instant or it may be within 24 hours. Rarely should it be longer than that. In business generally being timely is an indication of the quality of your delivery and that instils confidence for your customer and can make them a huge sales ambassador for you.

I seek and offer fairness – this is very important in my world where you are often dealing with various parties, sometimes with different viewpoints. I always seek to look at a situation in a fair and reasonable way. 

F?or example, if a client owes me their service charge, I will try to arrange payment plans or look at ways to manage the arrears to ensure it is fair for all parties.  Should arrears collection go as far as legal action, the courts would accept a payment plan anyway so why put someone through additional costs if it will end in the same way? It is always better to try to work with someone than against them if at all possible.