Professional service firms tell us they know their clients, understand what they want, and that some end clients are just permanently dissatisfied. Those same end clients tell us that they say what they want, are clear about what they expect, but that too often their professional advisers miss the point or just don't "get it".

If there's a gap between your perception about what clients want and their expectations, try:

• Talking with your client and really listening

• Talking to a range of client contact personnel -- not just your usual channels

• Client surveys -- well designed and on-point

• Independent client research and feedback

• Eliminating any hierarchy and bureaucracy in your own client relationship management protocol

If there's a gap between what you know clients want and your ability to meet their expectations, try:

• Getting more in-firm management commitment -- more or better resources, support from internal marketing, cross-team involvement

• Deploying better technology and new procedures

• Change your procedures to accommodate your client

• Shift or better manage demand for what you do.

Put it to the test:

• Is meeting client expectations financially feasible?

• When there's a gap between the service you expect your team members to give and their performance, look at:

• Is it an attitudinal or motivational problem, or is it a capability or training problem ?

• Recruiting for attitude and motivation ahead of other attributes, then train for skills

• Allocating staff resources to meet demand.

Whenever the gap is between what you promise, and what you deliver, address it by:

• Promising only what can be delivered

• Articulating what you can promise clearly and persuasively

• Documenting your reasonable promises in positive terms

• Changing your delivery to meet the promises.

Learn more at www.julianmidwinter.com.au
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© Trey Ryder
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