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Traditionally, real estate has been viewed as a sales industry. But perceptions are changing. Agents around the country are coming to believe that the key to real estate success is service – not sales.

Competition and technology now give customers almost unlimited choices, so agents are having to work harder and spend more to win listings. They’re discovering that business success comes from repeat business and word-of-mouth.

And customer service is the key.

Loyalty and good-will can’t be bought – not even with the sale of a house. Customers like to be treated with honesty, respect, and integrity. They want a realistic and accurate property appraisal. They want an agent who commits to action. They want to be able to speak to someone who can help them when they call. They want to feel welcome when they walk into the office. They don’t want their intelligence insulted by advertising. They don’t want to be fed a Read the rest of this entry

Two important pre-reading notes: Before you chose to read or not read this article, let make two things clear. Everyone has Customers. Even if you work in an internal staff department in a large firm, you have Customers. They are the people you provide work to. And second, don’t be put off by the term Customer. Maybe you call them Clients, Students, Patients, or (heaven forbid!) Users. If one of those words works better for you, read that word every time you read Customer. Now that I have eliminated your reasons for not reading, please continue . . .

We can read lots of books and articles about Customer Service strategies and how to build processes that will serve Customers more successfully. All of these things are valuable, but if we put all of our focus on processes, systems, strategies and procedures we may lose track of something very important.

Customers are Read the rest of this entry

In banking and investing and insurance, many thousands of service-minded people enjoy client loyalty. Yet, most labour under a false basic assumption about why clients are loyal to them or their institution, rather than competitors. What really generates loyalty is warmth.

The dominant view of loyalty in financial services equates loyalty with simple continuity of service. “If they keep on dealing with you, that means they’re loyal.” This makes sense, but it lacks a basic understanding of what motivates people to be loyal.

This view also supposes that people become loyal to whomever best satisfies their service requirements. “If they can read statements that arrive on time, and find good numbers in them, then you just need be nice and keep it up.” This makes sense, too. But does loyalty come simply from Read the rest of this entry