Why You Need to Step Up On Service Delivery
By VICKY BROWN
We’re diving into a topic that’s crucial for any professional service business – whether you’re in marketing, accounting, HR, or any other field. We’re talking about client service delivery and why having a rock-solid process is non-negotiable in today’s competitive landscape.
Now, I know what some of you might be thinking: “I’ve been in this game for years. I know how to deliver results for my clients.” And you’re absolutely right – your expertise is what got you where you are today. But here’s the thing: a great service delivery process isn’t just about the end result. It’s about creating a consistent, scalable, and exceptional experience for every single client, every single time.
Think about it this way: your service delivery process is like the engine of a high-performance car. Sure, you might be able to get from point A to point B without it, but with a finely-tuned engine, you’ll get there faster, more efficiently, and with a much smoother ride.
So, why is a service delivery process so critical?
Well, because a well-structured process can bring huge benefits to your business. It ensures consistency. You can be confident you’re delivering the same high-quality service to every client, every time. Regardless of which team member is handling their account. And this kind of consistency naturally leads to improved efficiency.
And don’t forget, a well-defined process can eliminate the guesswork and reduce the time you spend on administrative tasks. You’ll have the time to focus on delivering real value to your clients. And as your business grows, a solid process makes it so much easier to onboard new team members and take on more clients – without compromising on quality.
You get more client satisfaction, because clients know what to expect and they can see consistent results – and that means greater trust in your business. And don’t forget – happy clients tell their friends.
Alright, so now that we’ve established why a service delivery process is crucial, let’s dive into five actionable tips to help you improve yours.
Map Out Your Entire Client Journey
The first step in improving your service delivery process is to get a bird’s-eye view of your entire client journey. This means mapping out every touchpoint from the moment a prospect becomes aware of your business to the final delivery of your service and even beyond – because clients have been known to come back, or refer you to someone. Never be satisfied being out of sight and out of mind.
Start by gathering your team and brainstorming every single interaction a client has with your business. This includes things like: the initial contact or discover call; presenting the proposal, the signing of the contract; how you onboard or implement a new client; and then on to actually delivering the service, including check-ins, aftercare, and feedback.
And don’t forget things like marketing pieces for existing clients; product or service upgrade announcements – get it all out there on paper.
Now, once you have this mapped out, you’ll be able to easily see any gaps or bottlenecks in your current process. Maybe you’ll realize that your onboarding process is a bit clunky, or that you’re not following up consistently after project completion. This exercise will give you a clear picture of where you can make improvements.
Standardize Your Workflows
Now that you have a clear map of your client journey, it’s time to standardize your workflows. This doesn’t mean turning your team into robots – it’s about creating a framework that ensures consistency while still allowing for personalization and flexibility.
You know, I have this conversation with one of my department heads all the time – the delicate dance between having standard processes, and allowing for client customization. You have to find the balance, and you have to be able to do both – because if the pendulum swings too far in one direction or the other – you’ll have a problem on your hands. Either you’ll have absolute chaos in your business, because everything is being built from scratch – every time: or your clients will feel like they’re being forced into a shape that just doesn’t fit them or their needs.
So, take a look at your client journey, and develop standard operating procedures (SOPs) that clearly outline: the goal of each stage; key tasks and responsibilities; tools or resources needed; expected timeline -and- quality control checks
When you standardize your workflows, you’re creating a playbook that any team member can follow. Now remember, these SOPs have to be living documents. So, encourage your team to provide feedback and suggest improvements – based on their experiences. After all – they’re where the rubber meets the road.
And this leads us nicely to our next tip…
“… I didn’t say use technology to replace the people actually interacting with the clients and delivering the service. …when humans are having a problem, they want a human to help them fix it.“
Implement Regular Feedback Loops
If you want to truly excel in service delivery, you need to be constantly learning and improving. And who better to learn from than your clients and your team?
Set up regular feedback loops at various stages of your service delivery process. They could include client surveys you send just after the onboarding process, so you can gauge the client’s initial experience. Then you could do mid project check-ins; or if your service is ongoing like ours, interval check-in (something like 3 mos., 6 mos. and then twice a year). This type of ‘touch back’ goes a long way in making sure the client is satisfied, and everyone is in alignment with what is expected.
And again, if you’re doing project work, make sure you do an end-of-project debrief. And include clients AND team members. That way, you’ll get the most well rounded picture.
Now here’s the key – don’t just collect the feedback – act on it. Use the insights to refine your processes, address pain points, and continuously improve your service delivery.
And don’t forget about your team! They’re on the front lines of service delivery every day. Create a culture where they feel empowered to speak up about challenges they’re facing or ideas they have for improvement.
Leverage Technology Wisely
There’s a tool or software for almost every aspect of service delivery today. But before you go on a digital shopping spree for the latest and greatest tech solutions, take a step back and think carefully about what you really need.
Look for tech tools that can help you: streamline communication with clients, manage projects and tasks more efficiently, automate the repetitive tasks, and collect and analyze data.
The goal here isn’t to add more complexity to your process, but to simplify and enhance it. So, choose tools that integrate well with your existing systems, and that your team will actually use.
Remember, technology should support your process, not define it. Always start with the process, then find the right tools to enhance it.
Whether you’re an entrepreneur jumping into a leadership role, a seasoned business pro with new HR responsibilities, or just starting your HR career – we’ve got the right path to guide you through your HR hurdles.
Check out the Leaders Journey Experience. This online education platform holds the LJE Masterclass, HR SimpleStart Academy and HR FuturePro Academy.
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Oh, and by the way – you’ll note I didn’t say use technology to replace the people actually interacting with the clients and delivering the service. Listen, we have to remember, our clients are humans (even businesses are populated by humans). And even if you have a Saas business where your actual product IS technology – at some point, something isn’t going to go as planned. And when humans are having a problem, they want a human to help them fix it.
So use technology to SUPPORT your team; to make their jobs easier, their process more efficient, and their work more fulfilling.
Invest in Your Team
And last, but certainly not least, invest in your most valuable asset – your team. They’re the ones who bring your service delivery process to life, so equipping them with the right skills and knowledge – well, that’s a game changer.
Investing in your team can take all sorts of forms; regular training sessions and workshops; mentorship programs; and other opportunities for professional development and certifications.
But it’s not just about formal training. It’s on you and me to create an environment where learning is continuous and knowledge sharing is celebrated. Now this could be something as simple as setting up a weekly team huddle where members can share challenges they’ve faced and how they overcame them. We call ours – Education Corner / Hot Topics.
Listen, when your team feels valued and equipped to do their best work, it shows in the quality of service they deliver.
So there you have it, five actionable tips to improve your service delivery process. And don’t forget, this isn’t a one-and-done deal. Improving your service delivery is an ongoing journey – you’ll have to be prepared to refine and optimize.
But, if you commit to doing this consistently, I guarantee you’ll see a marked improvement in your service delivery, client satisfaction, and ultimately, your bottom line.