Riffing Space

It’s amazing to me how little credit we in the service industry give consumers. We persuade, we cajole, we come down from our perch of infinite wisdom to grace them with our greatness. And we make promises that mean nothing in the new economy.

Perhaps, at one point in time, our clients were ignorant fools in need of our supreme acumen. But, I have never experienced that. Okay, maybe I just attract smarter clients than most (which is most assuredly true), but I believe that we exist an age where clients are more informed about our industries than ever before. We are no longer gatekeepers (see my previous post). Yet, many still treat them as though we were in a different age long past.

No, they do not possess all the knowledge on a topic that years of experience has given us. That is why they come to us. We are there to offer more information than they have and, more importantly, to add insight. But, let’s not be condescending. Let’s not talk down to our clients. Let’s give them the credit that they are due. Let’s help them to make the decisions that are right for them. Let’s consult. Let’s inform. And, more importantly, let’s empower. (Okay, so they already are empowered. You are right…and that is exactly the point)

To tell clients that we will give them “excellent customer service,” that we will “exceed their expectations,” MEANS NOTHING. They already expect this. If you are not already providing “excellent customer service,” GET OUT OF THE “SERVICE” BUSINESS. To make these promises only tells me that a service provider will most likely NOT do those things. They will treat me as an ignorant fool that needs them to save me from myself. They won’t DO, so they PROMISE.

This is the important point: to make promises (and often, even, to deliver on those promises) is not enough. CREATE an experience, MAKE them money, PROVE your value. DO!