Customer Outreach - Business Expanding Opportunity By Patty Huber, Partner and Operations Specialist, Spinney and Huber LLC


Customer Outreach is an especially interesting subject since it does not emphasize the phrase "Customer Service". The standard in the records management industry is to make "Customer Service Representatives" available to our customers when they call in for a pickup or retrieval request. This is certainly the minimum service expected but there is so much more that can be done with little or no additional expense incurred by records center owners. Communication with your customer is essential and every opportunity should be taken to present the best possible impression of your company, by providing friendly, professional services while also offering additional solutions to their problems.

In a competitive marketplace, it is important to not only provide basic services but your company should be known as a "solution provider". As records management consultants, we find most record centers are not interested in exploring non-traditional services which can result in high profit-margins. Your sales staff may run into these situations more often than you might expect but are not tuned into the possibilities because it does not match your core business. Look for projects that may be causing your customer "pain". If you can easily provide the solution by eliminating time required by their employees, or assist in meeting an especially demanding deadline, they may be more willing to seek your help when faced with other projects. An attitude of "we can do that!" opens up the mindset to tackle any type project. Hiring temporaries that are supervised by several staff members allows for handling large projects on temporary basis which can be increased or decreased as necessary. Once you handle a project "outside the core business", your customers and your employees will begin looking for and recognizing these opportunities.

Your sales staff is just one segment that affects the relationship you have with your customer. After the sale, your driver or courier is one of your most important assets. Since most communication with your customer is now performed through email or fax, your delivery courier makes the biggest impact on how your customers perceive your business. All drivers should have a neat, uniformed appearance, be well trained in pickup/delivery documentation and procedures and must present a professional and courteous demeanor. Other record center employees also play an important customer relationship role. There are so few actual face to face opportunities with your customers, every contact should be handled quickly and professionally. Each employee leaves a lasting impression with your customer - warehousemen assisting with client reviews, accounting assisting with invoicing inquiries or customer service answering difficult research questions. Make sure your company has the right employees representing you in each of these areas.

Other customer outreach suggestions would be to attempt to contact your customers by phone or in person several times during the year. Securing updated contact information or a current authorized users list on a semi-annual basis will bring your customer information up-to-date and also provides a means of introducing your services to your client's new employees. We often find there is a loss of information on the records management services you provide as clients' employees turn over. Perhaps your company could offer to provide a "brown bag lunch" at the client's site for new employees to be trained on how to send boxes to the records center, retrieval request procedures, or you may want to provide additional training on your on-line Web inventory and tracking program.

Customer relationship improvement should be strived for continuously. Minimal or no communication from a customer does not necessarily mean you are providing the best service possible. Customer focus groups are good forums in identifying what you are doing right and also what you are doing wrong. For large customers, plan individual monthly meetings that include representatives from management, sales, operations, customer service, and courier that delivers to that client. Discussion should be from both sides. Issues in your operations could also be causing problems for your customer. Ask customer to come to meeting with issues, questions and, of course, positive feedback as well. It is not a matter of how well you think your company is doing - it is what the customer thinks! A letter terminating your services should not be your only customer contact. By communicating with your customer, the results may be an improved relationship, as well as additional revenue generating opportunities.