Interestingly, I have received the most feedback on the columns I have written in the last year on the December column discussing certain thoughts on the easy and simple, but ever so important, things that professionals can and should do with their clients to meet expectations.
These "little things," include returning telephone calls, being accessible, being willing to meet in person at the client's office and other similar efforts that make a client feel as if their professionals are taking their interests to heart and are available to them in times of need.
Evidently, talking about the "little things" struck a cord with many readers. I received both calls and letters from those who felt that they were not getting the service they should, as well as responses from those who endeavored to give such service, but often wondered whether "going that extra mile" really had been given the importance that it deserved.
Quite honestly, I think these reactions reflect, regardless of one's business or profession and no matter how technically proficient one is or what one's background or education that he or she brings to bear, that the bottom line always comes down to the fact that almost all business is a "people business." It is the way in which we deal with one another that often makes as much a difference as to whether we are meeting the expectations of those we deal with, as the many other factors that go into achieving success.
Recently, an individual in a related business with whom I do business with my clients called me in connection with my recent column. It happened to come at an interesting time for me, as I had just been giving some thought to several experiences I had had with others, both professionally and personally, where a distinct impression had been made upon me that, because the economy is good and they were busy, they simply weren't going to go that extra mile. Unfortunately, this often meant that my expectations were not met.
It is, of course, extremely difficult to provide the same level of service and accessibility when one is very busy. Thankfully, most companies and their professionals are quite busy during this continuing, and extraordinary, period of economic growth. However, this is the very time that tests one's mettle with respect to providing the kind of service that is expected, notwithstanding sometimes incredible time limitations.
This is not to say that everyone, at one time or another, cannot legitimately communicate that they simply will not be able to address a given matter until a later time. The issue is one of communication in order to have similar expectations among all parties. Avoiding surprises, which has been a theme throughout the columns I have written during the past year, is the key to meeting expectations. Most people are extremely understanding and considerate of various time constraints.
Likewise, if a good relationship has developed between client and professional, one can expect the other to properly "triage"-that is, undertake those items first that require the most immediate attention, and everyone will benefit from such an approach. When one's matter is "on fire," then it too will receive first priority.
Good communication and the delivery of timely, proficient services builds relationships over time. In turn, such relationships permit the type of honest and forthright communication regarding reasonable expectations and the comfort parties develop in knowing that the other is taking to heart their best interest, but within the everyday constraints of other commitments and unforeseen emergency situations that everyone faces periodically.
In other words, what is a catch-22 when neither service nor communication are meeting expectations, is also a wonderful means to both build relationships with one's clients and professionals and achieve the type of service and communication that, when done well, strengthens everyone's confidence in each other.
Unfortunately, I am amazed in both my professional and personal life how often this approach is not taken-not simply that people are unsuccessful in trying, but that they have not even tried to accomplish this type of communication in the delivery of their services. Perhaps this is the busy, yet best, time for everyone to make decisions as to those relationships worth continuing and those that perhaps have not fulfilled reasonable expectations.
Quite honestly, in a world with far too much stress already, the opening of such lines of communication have the added benefit of reducing undue stress over worrying whether or not one's matters are being handled properly and in a timely fashion or, from a professional's point of view, whether unavoidable commitments will have an unforeseen adverse effect on the continuing relationship with a client. Trust and communication go hand in hand and together they form the foundation of meeting expectations--even when busy.
Rich Drake is a Member of Womble Carlyle Sandridge& Rice,PLLC, practicing in the Corporate and Securities Group in Winston-Salem. Mr.Drake advises clients on practical approaches to achieve desired business outcomes in a variety of corporate, securities, financing and business technology matters.