Customer Service center (Photo credit: Wikipedia)
Well, that’s not exactly true. But the point is that I do my best to make each client feel as if they are the only client we have. And they seem to truly value it. Though it basically may just be another way of looking at providing great customer service, this approach helps me remember to give the personal attention all clients want.
It started years ago. My ad agency used a lot of freelance (1099) people. And when it came time to select, for example, an art director for the next assignment, I found that other things being equal, I gravitated to the ones who had the most positive attitudes. I hesitated going back to the ones who constantly complained about their workload, the conflicting schedules, and their problems with their latest client.
So I learned to never—well, as infrequently as possible—tell a client that he would have to wait because I was busy working on another client’s business. If necessary, I would add a little time to when I said I could get the work done. And I gave them my cell number, telling them they could call me anytime. I made myself available 24/7, and somehow, because they knew they could, clients rarely bothered me at odd times.
Yes, again, I understand this all comes under the heading of customer service. And many people claim to provide great service, and some actually do. But “the only client” idea does give it a distinctive spin. It’s a concept that separates me from for all the others who might talk about 24/7 availability. So when someone says they may have a client referral for me, I ask them to tell the prospect that they will be my only client.
It’s a unique distinguishing positioning. And it actually reminds me to make sure I live up to it.