Smooth Move Marketing

Archive for the ‘Customer Service’ Category

Fixed price contracts are the best and safest method when working with a customer for the first time. This puts the customer as ease and it reduces your risk of not being paid at all. With this first fixed price contract your main objective is to establish the willingness and ability to pay. After that you can build the relationship.

It’s important to note that when you establish a fixed price contract you do that with a customer – not a client. Until a customer has proven that they’ll be with you through the duration they are a transaction related customer. They are not a long-term client yet. When you first start out with somebody if you set up a price fixed contract the customer will be a lot more receptive because they perceive lower risk.

This perception may mean a lower margin for you because your fixed price contract is less per hour than you normally charge. Don’t worry about this. The more important objective here is to turn this customer into a client after you have established the willingness and ability to pay.

Fixed Price Contract Conditions

Doing price fixed contract work is only viable if you have very a defined project. It is very difficult to do with an emergency service call. You don’t know what you’re walking into. Keep that in mind. Don’t do foolish things like committing yourself to spend three days on a server rebuild for a fixed rice contract of $250.

Include in every fixed price contract two or three sentences that explain that it is subject to credit approval. If you grant credit, always leave yourself an out if they refuse to give you a credit application or the credit application is incomplete. This first fixed price contract is the riskiest. Because of this you want to do things that are in your own best interests.
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Quality credentialing verification organizations (CVO’s) create an environment beyond simply generating credentialing reports for medical providers. A CVO with good customer service responds quickly to questions; has trained staff that is assigned to a particular client; can streamline the credentialing process; has good technology resources; and offers extra support, such as internal audits and tracking license renewals. An emphasis on customer service means that the CVO can supply substantive information and support to establish a true working relationship with a medical organization.

There are five areas of a CVO’s customer service to consider: flexible credentialing processes which can be adapted in response to client needs; a range of quality services; quick responses to clients; individual support; and solid technology practices. Although some service points, such as a fast response to questions, can seem small, these areas display the quality of the CVO, which will define the long-term relationship between the CVO and its clients.

Adapting credentialing services to client needs.
CVOs should be responsive to their clients’ needs. The CVO should be accredited by either accrediting organization: National Committee for Quality Assurance (NCQA) or the Utilization Review Accreditation Councile (URAC) or comply with their credentialing standards. In addition, the CVO should add new credentialing standards for their clients and should also be able to adapt their credentialing processes by adding special criteria or using a subset of criteria. This flexibility includes making recommendations to streamline processes and working with clients to determine what they need rather than following a preset checklist.

Individualized support and quality controls.
Individualized service means that there is a dedicated representative for each client. There should be a known manager to handle difficult situations and an established route to lodge complaints. All personnel should be trained to perform credentialing reports according to the accrediting organization’s standards.

There should also be an established quality control system and regular internal audits for managing feedback, rewarding good service, and evaluating bad practice. The CVO should be able to supply a copy of their quality control policies and practices documentation. If they are accredited by NCQA or URAC, then there is a guarantee that these practices have been reviewed and audited and that their service meets industry standards.

High quality services.
Two attributes of quality work are timeliness and thoroughness. Good CVOs will return credentialing reports as quick as industry norms, meaning around 60 days for hospital standards (JCAHO) and 30 days for managed care standards (NCQA and URAC). The credentialing reports will also be complete – no missing data or criteria and with full supporting documentation. CVOs should have an established maximum number of requests they make to organizations for information and other avenues of finding information. Problem files should be brought immediately to the review committee’s attention. All of these practices work together to make a thorough credentialing report.

Additionally, good CVOs offer services such as tracking licensing dates and requirements (expirables) and disciplinary actions by various organizations (surveillance); consulting and training classes about credentialing processes; and support during internal audits.

Quick response to client contact.
Good CVOs respond to questions within 24 hours. They should answer any questions fully and as quickly and directly as possible rather than postponing or transferring them.
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Two weeks ago I scribed a note of praise for Office Depot on PlanetFeedback.Com. Two hours later I got a personal response from Office Depot’s executive office. Last Friday I logged a complex complaint via email to my wireless phone company. Less than 3 hours later a researched response landed in my email box. It wasn’t the response I hoped for, but it was a timely response. Both companies exceeded my expectations of timeliness and personalization of response. How would your customers rate their experience on your “Contact Us” page? Here are 4 tips to help you create an e-commerce experience that keeps customers in love with you after a service mishap.

1. Prominently display phone number. Many customers visit your “Contact Us” page for the sole purpose of locating a phone number. Don’t force your customers to fill out a form or contact you via email if they want to personally talk with you. Your phone number, preferably toll-free, should be prominently displayed on your home page and on your “Contact Us” page.

2. Create a list of Frequently Asked Questions. Identify the top 5 – 10 questions or complaints logged on your website and post them with answers. This will be a time saving convenience for customers and reduces your email/call volume. Amazon.com has one of the best FAQ sections I’ve seen on the web. When visitors click Help on www.amazon.com, they are soon viewing a page of more than 50 frequently asked questions and answers. Visitors almost never have to contact Amazon.com directly for assistance.
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Think quick. In 10 seconds, can you list the 5 key benefits you offer your customers?

I bet you said “Yes”. But are you sure you listed benefits? If you’ll bear with me for another 10 seconds, I’d like to test out a theory on you.

Recap your answers – maybe even write them down. Now list the 5 main things your business does. In other words, what are your 5 core services? What are the 5 core features of your product?

If your first list looks anything like your second, chances are you’re mistaking features for benefits. As a result, it’s likely that your marketing materials aren’t engaging your customer. Customers don’t want to know what you can do. They want to know what you can do FOR THEM.

Don’t talk features – talk benefits.

Don’t be alarmed. You’re not alone. Most business owners and marketing managers are so close to their product or service that they have a lot of trouble distinguishing benefits from the features of their offering. Ask a web host “what are the benefits of your service?”, and you’ll likely hear something along the lines of, “we offer load-balanced server clusters.” But that’s not a benefit… that’s what they do. The benefit is superior uptime and performance.

In fact, so many people think features instead of benefits that it can work in your favour – to dramatic effect. If you can accurately identify your benefits, and convey those benefits to your market, you’ll be light-years ahead of most of your competition. You’ll be converting leads into sales while they’re still bogged down trying to promote features.

So if you’ve ever sat down to write a sales letter and wondered how you’re going to grab your reader’s attention, or you’ve ever gone ‘round in circles writing draft after draft of web copy without ever hitting the mark, now you know where you were going wrong.

The only question remaining is, how do you do it right? Advertising copywriters and website copywriters do it all the time – and most of the time, they do it with benefits. Benefits are the copywriter’s holy grail. But if you’re not a seasoned copywriter, how do you identify the benefits you offer your customers?

There are any number of ways to identify the benefits you offer. This article discusses just three:
1) Customer Research
2) Speak to Your Sales Team
3) Make it Easy for Your Customer to Get Buy-In

The method you choose depends on your time constraints, budget, and level of customer interaction.

1) Customer Research
The most obvious way to identify benefits is to ask your existing customers. They’re spending a lot of money on your offering, so you can be sure they know what benefit they’re getting from it. (In many cases, it can be handy to ask them what benefits they’d like to be getting from you too!) Unfortunately, like everyone else, your customers are busy people. In most cases, you won’t get useful feedback by simply sending an email enquiry. You have to make it easy for them to respond, and you have to make it worth their while. Think about questionnaires and surveys for quantitative data, and interviews and focus groups for qualitative data. These are the simplest techniques, but you still have to make sure you interpret the results appropriately. And always remember that they’re self-report methods. People will sometimes tell you what they think you want to hear. (That’s also why you have to word your questions very carefully – try not to ask leading questions.) Of course, there are plenty of other research techniques around. Do a bit of homework and find the methods which best suit your business requirements. But don’t get carried away by the possibilities. All the research data in the world is pointless if you’re not talking the language of your customer.

2) Speak to Your Sales Team
Sadly, not every business can afford to invest in market research. If your budget doesn’t stretch far enough, try talking to your sales people. They’re out in the field every day, talking to customers. And because their livelihood depends on their success in engaging customers, chances are they’ll be able to tell you what your customers want to know. (A word of warning, though… Be careful not to make lofty promises. Unlike your sales team, written collateral doesn’t generate a rapport with your customers. Customers won’t make as many allowances, so you can only stretch the truth so far in writing before your credibility suffers. What’s more, if you do push the boundaries, you’re more likely to be held to your word!)

3) Make it Easy for Your Customer to Get Buy-In
If you don’t have the budget for in-depth customer research, and you don’t have a sales team, a good tip is to imagine how your customer gets buy-in from their boss. Quite often, the decision maker is someone higher up the food chain than your direct audience. Your audience will probably be the key stakeholder – they’ll be the user of your product, or the recipient of your service. But when they find an offering they like, there’s a good chance they’ll have to sell it to someone further up the line. If you can make this sale easier, you’ll have a foot in the door. Don’t just appeal to the sensibilities of the direct audience. You also need to ask yourself what they need to know to convince the decision maker. If the decision maker is a CFO, think Return on Investment (ROI) and Total Cost of Ownership (TCO). If the decision maker is a CIO or MIS, think performance, technological sustainability, availability, manageability, and ease of integration. If the decision maker is a CEO, think liability, risk management, and ROI. And only use jargon to prove you know your stuff. Remember… jargon will probably have the ultimate decision maker scratching their head, not reaching for their cheque book.
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