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You Are In Customer Service Business

#
97
Chris Do
Published
July 11, 2019

Chris Do talks with the Pro Group about how we are all in the same business. The customer service and marketing business.

Read Transcript
Here's where I think tribalism is not good for us, where we think, well, because I'm a motion person, I'm a branding person. This cannot possibly apply to me and my business coach told me this once before he said we're all in the same business. If if you open a restaurant, if you do a dry cleaning business, if you are in the motion graphics business, that's all the same business. The application is different, but it's the same business and all business businesses are in two businesses marketing and customer service. And once he said that, I'm like, Oh. OK, I don't know anything about customer service or marketing. Am I going to be out of business and he's like, yeah, he will be. If you don't learn how to do these two things, one is about learning how to bring clients in, the other is about servicing them so well that they have such an amazing experience. That they refer you to other people and they give you more business. So whatever line of work you're in, you're really you need to learn how to market. And marketing, remember what I told you about from Seth Godin's definition? The generous act of helping others achieve their goals. That's marketing. And then customer service is to making sure what you say you're going to do is what you actually do. So do what you say. Say what you do. It's not that complicated. Customer service is not about the customer's always right. It's not about staying in an abusive relationship with a client that's not customer service. Customer service is being clear. Doing what you're going to say and then anticipating needs. And you can anticipate needs within the scope of the project. So here's one example. When somebody asks you do the identity system, their identity design. Anticipating their needs could be asking them, what else might you be using this for besides the three pieces of collateral you're asking me to design? I don't know. I don't think I need it. Well, do you have an Instagram account or twitter? Yes Yes. Yes well, maybe we need to make sure we have an icon and a banner image for you so that that's all feels like it's in keeping with you. Oh my gosh, you're the best. I'm just going to factor that in to the bid, and I'll make sure you get all these things. That for them could feel like this is amazing. I give Priscilla a project. I don't have to worry anymore. Not the worry she's going to take good care of me. Oh, you gave me the vector file, the jpeg, and reformatted it for my email signature and it's all like my favicon is done. Wow and you gave me a zip file of all these things. That's great. And that's really all that is. So, yeah, the nuances are there, and sometimes you need to hear those things, but I'm a big abstract thinker. I like to think that I'm high level and strategic, and the tactics, to be honest, sometimes Bores me. I like the big ideas. I can figure out how to do these things. OK so if you want very specific information, you have to gather enough people in the group to say, we need to ask this question, we need to make enough noise. So that feels like it's important to this group. But otherwise, I have to serve the needs of the many first.

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