Client management
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Professional service firms will all say that the key to their success is understanding and addressing client needs. However, the reality is that most firms are reactive in addressing client concerns. This is often why principals and partners are reluctant to delegate client contact within their firms. They are afraid that the client will perceive a lack of interest in their affairs. They are concerned that problems will not appear until the client has ‘left the building.’ These factors often add to the day to day stress of partners and prevent the firm from growing to its potential.
In recent years, Business Aptitude has conducted numerous independent surveys of clients of professional firms. Whilst clients generally value the relationship they have with service providers, they are also dissatisfied with the level of active client management that firms engage in with their clients. Specifically, they often comment that
- Service is reactive rather than proactive
- Too little is done to inform clients and provide additional services.
- Firms are slow to recognise, understand and react to client needs
- Firms do not always inform clients of the scope and cost of the work being provided
- Firms are slow to offer more flexible payment plans, even though many clients would take advantage of these if given the opportunity
One of the first steps in improving client management is to delegate responsibility for client communications within the practice. Even with established clients, this can be achieved with an ongoing commitment to internal training, development of internal systems and a strong focus on communications. Firms should be active in implementing the following strategies to improve client relations :
- Ask clients how to serve them better
- Invest in existing clients by demonstrating an interest in their affairs
- Implement systems to ensure that the work culture supports relationship development
- Listen rather than talk
It sounds simple, but like any cultural change, can be difficult to achieve without a full commitment from senior staff and competent external support.
