There are many things that separate our company from the competition. We have outstanding design, we have cutting edge programming capabilities and numerous offerings that make us better than the alternatives that are available to our customers. There is one tool that we do not use enough. It is a highly effective tool that makes clients happy, or at the very least -- keeps them from being angry. That tool is: Communication!
One of the things I learned many years ago was that if you're going to be late paying a bill, contact the creditor and let them know. This does not mean you will be paying the bill on time, but it does mean the creditor knows that you're not trying to avoid them, ignore them, disrespect them, or think you will never have to pay the bill. It's called communication. Client's love communication.
They may not like what you have to tell them, especially if you are letting them know that their request has not yet been completed, or may actually cost them more money. But at least they know. They don't spend days wondering whether or not someone is working on their request, that they have been forgotten in the pile of never completed requests.
Often times, a simple e-mail will suffice. More often than not however, the most professional and polite manner of communicating is with your voice. Having a two-minute phone conversation with the client may actually require less time to explain the situation than a long and confusing e-mail which can cause more confusion than a conversation. Written words don't have inflection or emphasis -- they are words that are interpreted in the manner the recipient reads them. A conversation, although possibly uncomfortable, reduces the likelihood for confusion and allows for immediate feedback should the client have questions or objections.
The most recent example of this involved one of our television station clients. They had exceeded the 90,000 commercial streams for which they had budgeted each month. Their options were to either increase their budget, or to have their commercial segment display a black screen for the remainder of the month. They chose to have a black screen display, but they were extremely thankful that we had taken a moment of time to communicate the problem and the options they had available. Had they discovered this on their own, there is no doubt in my mind that they would have been angry and justifiably so. Communicating problems directly to the client, explaining the situation and providing solutions, clarification and expectations can increase customer confidence and eliminate many fires that never need to start.
Communication does not need to be long-winded or provide more details than is necessary to explain the situation. It can be short and to the point -- but it must clearly convey the issue so that the client understands. A follow-up e-mail is always a good idea to quickly summarize the discussion. This provides a paper trail that can prove to be very beneficial, and reminds the client once again a summary of the issue that was conveyed.
Communicate, communicate often, provide sufficient details, get to the point and move on. And don't forget, once an issue is resolved that was important enough to contact the client in the first place, communicate the resolution. Nothing makes a client feel like someone cares more than communication.