Perception of Competence: The Key to Client Loyalty

Client loyalty is vital to the success of any business or professional practice and many firms work diligently on strategies to attract and retain business. Frequently overlooked however, are the internal processes to support these efforts. In today's competitive environment, professional practices must not only provide services in a competent manner but must also provide the appearance of competence. Appearance of competence may manifest in many different ways. For example, if you employ a receptionist, do you know how that individual treats clients and customers entering your business or practice? Is that employee friendly and respectful? Do they make eye contact? Are they knowledgeable? Is your place of business clean and tidy? Is it easy to navigate? All of these elements are critical because they directly affect clients and customers perception of your competence!

My experience with many types of companies and professional practices indicates that "flying in formation", or more simply put, giving excellent "internal" customer service plays a major role in the perception of competence by clients and customers. Does your team work together? Do customers see and hear the same message from all employees? Several factors play major roles in all of these elements. These elements include the hiring process, the orientation process and the leader's role in motivation.