Customer Service Is Not The KPI You Should Be Focusing On

While customer service is an important business metric, it is not “the” metric your team should be focused on. Client acquisition and retention are the metrics that will tell you whether your service is up to expected standards. If you are retaining existing clients and your client base is growing through referrals from existing clients, then you must be doing something right. That is the metric that matters. If your clients are not talking about your practice, you are not going to make it long-term, no matter how great you think your service may be.

You might think that because you have a 5.0 review rating, you’re in great shape. However, if your client base is not growing the 5.0 could be a false indicator. Most people do not write reviews. Even the most loyal clients and raving fans must be pressed to get a review out of them. Therefore, reviews can be deceiving. Most people who were not satisfied with the experience just won’t return. They probably won’t post a negative review either. However, they will certainly tell their friends and family all about their experience.

All practices and businesses live and die on client retention and acquisition. Both are directly connected to revenue, and both are an indicator of satisfaction. People talk about brands they love. Brands that are loved are driven by something greater than revenue. That something is a meaningful purpose that is felt throughout all aspects of the brand’s marketing, interactions, and daily behaviors. Be it how the brand presents itself publicly or the face-to-face communication that occurs daily with clients, the purpose is clear and unwavering. The purpose is also appreciated and respected by clients. It drives the relationship and solidifies the experience, which in turn ignites the conversation about the brand.

If you are struggling to grow your practice, first look to your existing client base to determine true satisfaction. If rebooking and referrals are weak or inconsistent, dig deeper to find out why your clients are not returning. Ask those who have not rebooked why they are choosing not to return. It is from those who do not choose you that you may learn what you need to know to turn your business around and save it from itself.

Randy Stepp is a Principal with Renaissance Leadership Group. RLG is a full-service medical practice and business development firm committed to helping owners achieve long-lasting success and sustainability.

Visit Renaissance Leadership Group at www.renaissanceleadershipgroup.com to learn more.