Magic, is defined as the art of creating seemingly impossible feats using natural means. This can occur in business when we deliver exceptional customer service by utilizing the company’s unique skills and personality for value.
Here are five ways to create that magic:
- Make what you do or sell – your own. Figure out what you stand for. It is not just the products or services but the why behind it. For instance at FOCUS CPA we stand for:
- Removing the pain for the small business owner to comply with the complicated tax laws
- Encouraging and supporting the small business owner to greater financial success
- Increasing the joy of being a small business owner
- Interact with your customers. Remember that they are human beings not robots – say please and thank you. Treat them with respect. Listen. Acknowledge their needs, their complaints and ask what they would like you to do. Tantalize the customers’ senses – smell, touch, visual, hear, and taste. Connect with their emotions. We do more than prepare tax returns we keep our clients safe; we protect their business, finances and their families. Learn important things about the customers that you serve:
- What do they want to achieve?
- How do they define success?
- What do they think we can do to help them?
- Focus on the small things. They can make a big difference. Walk through each customer interaction, review the details and make little improvements that will produce greater benefits to your customer. Tell your customer – thank you for their business. Give clear directions. Be easy to work with. For example when we deliver a tax return, we note the highlights of that year and note taxes that were saved.
- Surprise and delight. What little extra can we do? For example send birthday cards, deliver balloons, celebrate their successes, etc. Unexpectedly connect with your customers. Personally I have found that presentation counts – all business is show business.
- Quality – everything matters. This includes the entire interaction, even something as small as toilet paper. Everything defines you. Company values are demonstrated by the words the staff uses, their actions, the tools you use, the marketing messages, and the look and feel of the office, etc. Is the message welcoming or cold and efficient? Each business has a unique combination of values – express yours. For example we use high end tax software – this makes us more efficient and improves the level of accuracy. We strive to customize every delivery of a tax return to meet that client’s needs.
By utilizing these five ways we can deliver seemingly impossible feats. The magic that is generated impacts those receiving the services and those delivering them. It brings the passion and enthusiasm into the very personal and unique relationship that your business has with its customers.
Mary Guldan-Lindstrom, CPA
