Whether you work one-to-one or deal with customers in
groups, you identify a target market of customers most
likely to value what you can offer. You develop processes
that work best with those clients. You learn to anticipate
their responses and help them feel pampered.
Ideally, you recruit new customers who fit your target
customer profile, but sometimes you attract a customer who
doesn't belong. These customer misfits can drain your
energy, alienate other customers and fail to recognize the
value you provide through your service.
*A lesson from Tony Soprano*
For an extreme example of what happens when you accept a
"different" type of client, watch a few episodes of The
Sopranos, an HBO mega-hit. You can rent videotapes of the
first two seasons.
Almost every episode includes scenes between mob boss Tony
Soprano and his psychiatrist, Janet Melfi. These scenes are
so realistic that professional psychotherapy associations
have included them in training programs.
From a customer service perspective, the psychiatrist seems
overwhelmed by her notorious client. She can't resist
hinting at his identity during a dinner party.
And Tony in turn is dangerous to his therapist. His
curiosity about her background goes well beyond the average
client's harmless fantasy, as he orders a wayward cop to
follow her around for a few days.
Tony means well. When the therapist's car breaks down, her
patient simply "borrows" the car and arranges for a repair
at one of the "family" garages. He brushes away the
therapist's concern about boundaries.
Your client will most likely be less connected, less violent
and less persistent. But you may find yourself dealing with
someone who is equally determined not to play by your rules.
*A lesson from Club Med*
The wrong customer can harm everyone and experienced service
companies know it. Suppose you signed up for Club Med with
the idea that you were going on a retreat, where the "wild
night out" would be a fireside poetry reading. As soon as
you realize your mistake, Club Med will fly you back home
and refund all your money. Bad attitudes are contagious.
You may not be as focused as Club Med, but your process will
most likely work best with a certain type of client. A
cynical client will challenge your value. A client who
trusts without questions will easily feel betrayed.
*In summary*
Service businesses thrive on established processes and
systems to serve clients, rather than relying on ad hoc
"whatever happens" policies. The "wrong client" drains
energy and can drive away "right" clients. By staying
focused you can direct energy to building relationships with
customers who enjoy each other's company and help you find
others who, like them, will value what you offer.
Cathy Goodwin, Ph.D. author, career consultant, speaker
"When career freedom means business"
http://www.movinglady.comFree Ezine: mailto:
subscribe@...cathy@... 505-534-4294
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