How to ensure a genuine client focus

 

Everyone talks about being client focused these days. But what is genuine client focus? Many client-focused initiatives appear to be driven by fear. Fear of being outshone by the competition. Fear that clients will vote with their feet if their needs are not satisfied. Fear of not winning that pitch due to some deficiency in team, product or service.

Will this mindset create genuine client focus? I think not. Rather, the concept of client focus can depreciate in value and become regarded almost as a weapon to be deployed in the battle of staying in business. Worse, it can degenerate into a kind of clever trick to be played on clients.

Let’s face it: when client focus is defined in terms of benefits to the service provider, it is not genuine. It is fake. Do clients notice behaviour that is motivated purely out of self-interest? Of course they do. It may not be straightaway, but eventually they will and then they can become rapidly disillusioned with the perpetrator. Who can blame them when ‘trust’ and ‘relationships’ and ‘loyalty’ become bywords for driving sales and little else? And that is a pity as it is so much more.

Genuine client focus is about viewing everything from the client’s perspective. It is about aligning your goals with those of the client. It means taking a real interest in what matters to them and actively seeking ways to help them to deal with whatever is on the top of their agenda. It is about thinking deeply and purposefully about what you and your organisation can do to make their life easier. In point of fact, you have to care and really want the client be a success. You can’t fake genuine client focus.

In my experience, genuinely client-focused people are easy to deal with. They are great listeners and effective communicators, as well as being brilliant at what they do. They invest the time to really understand what is useful and of value to the client. And they take personal responsibility to deliver it.

They are commercially astute. They don’t overpromise and, if something is not possible, they are honest about it, as nothing destroys trust as quickly as lack of transparency. The difference is that they will seek ways of finding alternative solutions which meet the client’s needs and will do so in an open and collaborative manner.

In addition, they are approachable and responsive and always put the client’s interests first. They focus on what really matters. They bring policies and processes to life and provide inspiration to others. They admit when things go wrong and act quickly to put them right. They share glory and create a collaborative ‘can do’ atmosphere. Such people are to be treasured and valued, as they are the bedrock of a genuinely client-focused strategy.

Client focus is a way of working, coupled with the implementation of policies and processes that encourage behaviours that deliver outstanding client experience at every touchpoint. It is a selfless, open and honest approach which will, over time, build trust, enhance reputations and raise the firm’s profile. The positive buzz created gives clients the confidence to entrust their work to those who demonstrate genuine client focus.