by Cathy Del Colle*
In today’s world, it’s fair to say that customer service has changed. As technology has improved, it’s become even easier for companies to communicate with customers via email messages, voice mail prompts, and online chat. There’s also the convenience of PDAs (personal digital assistants), which allow clients and businesses to communicate electronically from anywhere.
But does that mean businesspeople shouldn’t pick up the phone to ask a client a question or relay a message verbally? While it can be difficult to reach a person on the phone, relying solely on electronic communication has limitations. For one, a quick telephone call can be more efficient: an email exchange can go back and forth several times, but the message or the purpose still might not be clear. Client frustration then ensues. Secondly, the phone offers real-time exchange of information and enables communication of emotion — a superb relationship-builder.
So to those of you managing client relationships, I offer the same advice I provide to the Account Managers at BurrellesLuce: Pick up the phone and dial, even if it’s just to tell clients that you appreciate their business. It’s customer service at its finest, where the personal touch can mean so much.
*Bio: During my 22 years with BurrellesLuce I’ve heard and seen a lot in the way of media monitoring and measurement. I originally started as a sales associate specializing in fashion and higher education. Now, I am the SVP of client services. Over the years I’ve developed a close relationship with many PR and marketing professionals. When I worked in the nation’s capital, I sat on the board of Washington Women in Public Relations, where I also served as membership coordinator and, in 1995, as president. Today, I remain an honorary member of that organization. I continue to enjoy meeting with clients and assisting them in any way. LinkedIn: cdelcolle; Twitter: @BurrellesLuce; Facebook: BurrellesLuce
