Perception of Competence: The Key to Client Loyalty (Part 2)

One of the most important keys to motivating your employees to give excellent service is ensuring that they are organized into well-functioning teams. Excellent teamwork produces excellent customer service. But where does a leader begin? It's not as difficult as one may believe; following a few simple steps will get you where you want to be.

First it is important to assess how the employees perceive the current organizational culture as opposed to what they believe constitutes the "ideal" climate. If the leader is comfortable doing so, he or she can simply walk around and informally ask. This may produce valuable information although, depending upon the circumstances, employees may be less than forthcoming about their true feelings. Another, more formal method of assessing this cultural "gap" is through the use of a formal assessment instrument. I have found the latter method to be very useful because generally, employee anonymity is guaranteed and, I can interpret the data for the leader and design a course of action for the organization to take. Frequently, giving employees an opportunity to contribute ideas will produce improved teamwork. However, employees must believe that their ideas will be seriously considered or their motivation may suffer.

Well managed teams exist an atmosphere of trust where opinion are heard, considered and then acted upon (even if the decision is made not to move forward with an idea). Personality "conflicts" are left at the door and all communication is "win-win" because team members are not threatened by others success nor is that success perceived as a loss of control. Assertive communication is always present--team members are honest about issues.

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.