Automation is helping streamline operations to make businesses more efficient, but are we running the risk of altogether dehumanising customer service? Luke Smoothy, CEO and Founder of manufacturing specialist Get It Made, says in the age of tech, personal communication with clients is more crucial than ever.
In the world of business, it’s sometimes easy to forget that by and large, we’re service companies. Take manufacturing as an example. As a qualified designer and engineer, I know from personal experience how long, drawn out and complicated manufacturing can be. I often hit hurdles that shouldn’t have been there, simple things such as trying to obtain a quote or being updated on when a project will be completed. The truth is that most manufacturers aren’t set up to be customer facing, but they aren’t the only sector that could benefit from improved customer service; in fact, every industry could. A recent survey found that general businesses underestimate how often customers have poor experiences by an average of 38%, with another revealing that 62% of customer service channel transitions are “high-effort” for customers.
Just by adopting these few simple steps can help strengthen customer ties to keep you ahead of competitors and fulfil your market potential.
Respond quickly, respond always
Prompt responses to communications are still important, regardless of how busy we all are. A reply no matter how brief puts the client’s mind at rest; it’s an acknowledgement that their message has been received and you will get back to them as soon as possible. This may sound obvious and pretty small, but never underestimate the value of it. It’s something that makes a huge difference to a client relationship. Never let them feel like they’re being ignored; every client matters.
Why do people trust us? I fully understand that placing a £5k project with someone, a company you hadn’t heard of a few days ago, will require a huge amount of trust. I’ve found that clients feel confident in taking the perceived risk if they know that they can easily contact you anytime. If a new prospective client has to chase you for a quote or some feedback, why would they ever commit to that relationship? They wouldn’t. Being proactive in every aspect of that client relationship is crucial. It helps establish a rapport, which breeds trust and often paves the way for repeat business.
Maintain a strong online presence
While communicating in person, by phone or via email are all key, an area often overlooked is a company’s online presence. When did you last post a blog on your website or LinkedIn? Is your website a true reflection of your capabilities as a business? A key goal for us in 2020 was to visit and meet clients face to face, something that ultimately proved difficult with the unfolding global pandemic. So we increased our video conferencing with clients and had a new website redesign, as well as growing our marketing. This has held us in good stead and helped futureproof the business, as it gives customers the option of communicating with us at all times, and when face to face may not be possible. This enhanced visibility has ensured we remain accessible to them, which in turn has helped develop and maintain strong relationships.
Be empathetic
Having empathy is an asset. By putting yourself in your client’s shoes, you gain a better perspective and can even elevate your business relationship to a whole new level. This means caring about the experience people have when they come into contact with your company. A couple of months after Get It Made started, things very quickly took off and I started developing the business, with a focus on perfecting the service we offer. What made the job easier was thinking of the level of service that I would want to receive, which again feeds into the empathy aspect. It’s about being the oil in the process, removing friction, and making sure projects run smoothly from quotation to delivery of parts. The role of Get It Made is to add a slick layer of customer service to our outsourced manufacturing partners, making sure everything is running on time and clients get exactly what they need. By honing our bespoke service, it meant that our clients could stick to what they do best, designing and selling world-leading products and services.
Practice honesty and transparency
In certain circumstances this isn’t always easy if, for instance, you’re trying to appease a customer concerning a delayed order – we all know how disruptive supply chains have been. The idea of losing potential customers is something no one wants to entertain. That said, it is what customers want the most, and as scary as the idea of transparency might seem, I know from experience that, in the long run, it’s good not just for your customers but also for your business. Not only will it attract new customers, but transparency allows you to better serve your current ones, ensuring they stick with you.
We’re a small business and proud of it, it gives us a unique value proposition with clients. Since we don’t over-promise, we’re less likely to underdeliver, which has resulted in happy customers whose goals are met.
Our own experience has taught us that by delivering a personal service, one that builds long-term trust and relationships, has been key to our growth. So while businesses need to focus on their own growth, equally importantly, they must also be fully committed to service as a value centre that improves their customer relationships.
About Get It Made
Get It Made was founded by Director Luke Smoothy in 2011 with just £200, underpinned by his mission to make manufacturing simple. After experiencing first-hand how difficult manufacturing can be, Luke wanted to offer a better solution to designers and engineers everywhere. A solution that had great quality, competitive pricing and most importantly, flawless communication. Today, the London-based company is a multi-million-pound a year business and an ISO 9001 Accredited manufacturing partner, providing outstanding manufacturing services to companies across the globe.
By removing risk and adding specialist expertise to the manufacturing process required by clients, Get It Made continues to grow; and has expanded its service offering from CNC Machining to a complete and unrivalled suite of manufacturing processes.
