You Gotta Spend Time to Make Time

Time Is MoneyWhich is more important? Completing a customer transaction in’ x’ number of minutes or having the customer walk away feeling valued, respected and cared for?

Too often, bowing down to the gods of efficiency and effective time management get in the way of building and creating relationships with the people we live with, work with or serve.

When service providers are expected to process ‘x’ amounts of call or customer interactions per hour, will they take the extra step of anticipating customer needs or responding fully to questions?

When the focus is on process and not service, customers feel like a number (because they are!), not a person. I appreciate it when service providers take the time to answer my questions and sincerely ask if I have any questions. We’ve all experienced the insincere offer to assist and been made to feel rushed. There are no warm and fuzzy feelings after that type of transaction.

Individual transactions take longer when we know enough about our customers to offer solutions or answers to questions they may not have thought of. Those transactions take longer when we stop, put down the papers, lift our head up from the computer, face our customer and give them our full attention.  When we do that, we are essentially saying “I am here for you” and that may open the door to more questions.

Efficiency is important. Effective time management is important. But when they become more important than the customer, you may end up having more time on your hands than you’d like when the customers stop coming.

Instead of saving time by reducing customer face time, look at your policies, procedures and processes. Why are they there? Is each step really necessary or is it there because it’s always been there?

Know the answers to the questions customers ask most often and train your team so they know those answers too. That way they don’t have to waste time trying to find the answer. When a new question comes up (and it will!), train your team members to share the question and answer with the rest of the team.

Ensure your team members received the training they need, which may not necessarily be the training you provided. Yes, training takes time initially, but in the long run, effective training saves time, money and customers.

There is the old saying “you gotta spend money to make money”. The same holds true with time. Spend some time up front reviewing and creating effective, streamlined policies, procedures and training programs to save time later.  Time is money … knowing where to save time is important.  Just don’t save time at the expense of service.

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This is a modified version of a previous blog post.  I was reminded of it during a very rushed, very efficient transaction recently.  The service provider was efficient .. coldly efficient.  In the end, taking a few extra moments would have been time well spent.

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