CUSTOMER EXPERIENCE

Do You Provide Self-Service Or Full-Service?

Are you missing a chance to market yourself?

Recently, I got thinking about customer service — or what passes for it.

My conclusion: a lot of “service” is so poor, nonchalant, and/or half-hearted, it amounts to self-service. As in, you’re on your own.

You walk into a store and you’re ignored. Or you wind up talking to someone who knows less than you do.

You access a site and it’s a cluttered mess. Or it takes forever to load. Or it’s hard to navigate.

You hire someone to do a job. They don’t keep you informed. Finally they deliver something that’s not what you wanted.

The list goes on. I bet everyone reading this post has a poor service story. Probably several.

Self-Service Vs. Full-Service

Let’s agree that poor service = self-service (the client or customer has to fend for themselves).

If you’re a freelancer like me (I’m an illustrator), you field queries, discuss possible assignments, submit quotes, agree on a fee and deliverables, set a target date, and deliver a finished product.

During the course of the job, customer service gets expressed in a number of different ways.

Here’s how self-service (poor service) compares to full-service, along with some commentary on each point.

Self-Service: You found me by accident.

Full-Service: You found me because I have a strong online presence (website, blog, social media).

A big part of my online presence is testimonials from past clients. I have them on both my LinkedIn profile and my website. I also have plenty of work samples in both places to help clients decide if we might be a good match.

Re a job that’s outside one’s area of expertise:

Self-Service: Sure, I can do that for you, no problem.

Full-Service: This job isn’t a good match for me, but I can recommend someone who specializes in same.

You have to be able to say no to work you’re not suited for. Early in my career, I agreed to do a realistic portrait for someone. I’m a good caricature artist, and I can do flattering caricatures, but I’ve never had a knack for realistic portraits. I got the job done, but my client wasn’t happy, and neither was I. It’s a lesson I’ve never forgotten.

Self-Service: Trust me.

Full-Service: I inspire confidence because you can see my work samples and because I demonstrate my expertise by publishing on social media.

No client should have to hire someone on blind faith and hope for the best. That’s a big red flag. If I’m discussing a job with a prospect I make sure they’ve seen my online work samples. My style isn’t right for everyone, and that’s true for every artist.

Self-Service: I can do this for you, and here’s the deal — take it or leave it.

Full-Service: I’ve outlined several options, along with corresponding deliverables and fees. Would be happy to discuss.

Depending on the job, I often use an approach called “three-tier pricing.” I say: we could do this, or this, or that, and supply three different prices. Sometimes I offer more options if the job is open-ended. Everyone’s more comfortable when they have options.

Self-Service: OK, I’ll get started.

Full-Service: As soon as you approve a certain option (deliverables and fee) and we agree on a delivery date, I’ll get started.

You have to be clear on expectations. I once made the mistake of accepting a job at an hourly rate, as opposed to a flat fee. I’m a perfectionist, and I worked hard on getting certain details right. The hours accumulated, and the client balked at the bill. In hindsight, I would have balked, too. We negotiated, things worked out, and I learned an important lesson.

Re communicating while you’re doing a job for someone:

Self-Service: Silence.

Full-Service: Here’s a status report. I’ve attached a JPEG. Would appreciate your feedback on such-and-such.

I once sent a client a couple of snapshots from an animation. He suggested a change of color scheme to more closely align with the brand colors. It was a brilliant suggestion and made all the difference. It’s absolutely vital to keep clients informed while a job is in progress.

Self-Service: Sorry this is late. Somebody else needed something.

Full-Service: I’ve hit a few snags– here’s a short summary. Could we move the delivery date back a bit?

I’ve had to ask for a few extensions due to unforeseen circumstances, and I’ve never had a client say no. It’s embarrassing, but there’s one customer service rule that trumps everything else: No surprises. Keep the client informed, even if it’s bad news.

Self-Service: Here it is, hope it’s what you wanted.

Full-Service: Here are the deliverables. Any questions or concerns, please let me know. There are a few things we could do at this point that would add value. Details attached. Please let me know if you’re interested.

Encouraging the client to call if they have questions or concerns says great things about your brand. Likewise suggesting something that might add value. You’re telling the client that you are invested in their brand.

Next-day followup after doing a job:

Self-Service: Silence.

Full-Service: Thank you for your business. Please let me know if I can be of further assistance.

Surely one of the easiest (and most obvious) ways to retain a client: thanking them for their business.

A second “just checking” followup:

Self-Service: Silence.

Full-Service: It’s been a few weeks. I just wanted to follow up here. Did everything work out to your satisfaction? Please let me know if I can be of further assistance.

All it takes is a simple email. It builds trust and loyalty, and helps keep you top-of-mind.

Mark Armstrong writes about marketing and visual communication. He also writes humor pieces. Learn more at Mark Armstrong Illustration.