“The only thing worse than losing customers is losing them and not knowing why. If your data shows that you lost them during a month where you increased prices or when your company was talked about through all circles of social media for all the wrong reasons; then at least you would know why. But what if the face of your company was not setting the correct tone? In order to answer that question; you will need to know who that is.”
When we hear “face of the company;” we naturally assume it is the CEO or someone else with a big title. Not so! In fact; if you put the 5 highest paid CEO’s in a lineup, how many would you know by name? How many would you know by name and the company they run?
If not the CEO; then who is it? What person or persons command so much respect that they could cost you customers? Who is it that has such critical and unrestrained access to your customer base, and whose attitude or demeanor can be the difference between keeping and losing customers?
The answer: your secretary or administrative team. They intercept calls intended for the boss and are asked to take the appropriate ac-tion. They apologize on behalf of the company (or are supposed to) and start the retention process. In most cases, they are tasked with offering some form of monetary or other compensation in an effort to solidify the relationship between corporation and customer. And if any of these things are done wrong; your customer may leave.
They are the silent thermometer of your company capable of doing more damage than the internet. There are some solutions that you can implement to make lessen the potential for a problem. First, you can consider paying them more. This in turn will give you the right to ask for more and better. You can tell them that their salaries have gone up; but so have the expectations of them. Second, you can have his or her goals mirror the goals of the CEO. If your administrative person is on the hook for sales output, he or she will think twice before alienating a customer.
Finally, consider splitting the administrator’s role into 2 different jobs. So many managers and CEO’s have hired administrators capable of completing spreadsheets and putting together power point presentations. While these are great skills to have, it is more important for your admin folks to be able to save a customer by being empathetic and sympathetic to their situation. If you don’t want the face of the company to end up with egg all over it; then these recommendations are a great start.