About twelve years ago I created a model to help a property management company better understand and look after their customers.

Their property managers were struggling with the different demands and expectations of their customers, in relation to how much involvement they wanted in the process and how much communication they wanted.  They also struggled to understand their customers’ preferred methods of communication.

Taking inspiration from Stephen Covey’s Time Management Matrix, I created The Customer Communication Matrix^TM.

Over the years I’ve found the model applies to most industries.

Here’s how it works, using a real estate example. You can substitute your industry.

Ask your customer the following questions and plot their ideal communication/involvement position on the matrix. Circle their top 3 preferred mediums for communication.

1. On a scale of 1-10 (1 low, 10 high), how much involvement would you like during the process of selling your home/managing your investment property?

2. On a scale of 1-10 (1 low, 10 high), how often would you like us to communicate with you during the process of selling your home or managing your investment property?

3. How would you like us to communicate with you? Choose your top 3 preferred methods.

4. What sort of information would you like us to communicate to you?

The answers to questions 1 and 2 will help you identify which quadrant they fit into.

Check out the diagram and read the summary below. Remember, the example is for real estate.

Doers – like lots of communication and to be highly involved in the process. They are very detailed and want to be involved at every step. Sometimes it can feel as though they want to do your job for you. Definitely detailed – they like to know everything.

Directors – like to give the orders. They want you to do things their way and they want lots of involvement in the beginning. They don’t need a lot of communication. They just want to know you are following their instructions. They can be detailed people. Do it their way.

Delegators – like to delegate the duties and hear from you often. They want to know what’s going on, but don’t want to do it or tell you how to do your job. They are interested in the outcome. They aren’t into detail. Let them know where you are up to without the details or specifics. Talk in terms of progress and outcomes reached.

Distant – They are happy for you to manage the process. They don’t need a lot of communication, in fact, they prefer little communication and little involvement. Just do your job and get the outcome. These customers are big picture people. They don’t want detail, they want results.

The options for their preferred method of communication float around the around circle.

Once you have this information from the customer, all you need to do is to act in accordance with their wishes.

When you do this, you can be confident that you are providing exceptional customer care.

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Bullies don’t just exist in the schoolyard.

Bullies exist in the workplace.

Bullies exist in sales.

Don’t get bullied into it.

Ross called a number of tradespeople this week to get quotes for some work we need to do to the house before we move in.

One “lady” he spoke to was like a piranha.

She had told Ross it would be at least 12 weeks before we could expect to have the kitchen renovated.

“That’s no good to me”, said Ross. “I need it done before we can move in.”

“Well, let’s just book you in for one of our representatives to come and see your place and give you a quote”, she insisted.

Ross relented.

The representative attended the house.

He’d been to the same “bully the customer” school as the lady who booked it in.

“We could do this and we could do that”, said the representative.

“I don’t want that”, said Ross.

“Yes, you do”, said the representative. “Lots of our customers prefer it this way.”

“I don’t want that”, repeated Ross.

The conversation went on like this for 90 minutes.

At the end, Ross asked, “When can we expect to have the kitchen done?”

“We’re booked out until October (12 weeks away)”, replied the representative.

“That’s no good to me”, said Ross. “I told the lady on the phone that, as well, when she booked this in.”

“Well, let’s just make an appointment for you and your wife to come and have a look and go through the quote next week”, ignored the representative.

“Is your wife free on Tuesday afternoon?”

“I don’t know what my wife has on for Tuesday afternoon”, replied Ross.

“Well, how about Wednesday or Thursday”, the representative persisted.

Finally, Ross gave in and booked in a time for BOTH OF US to attend.

When Ross shared this information with me, I was NOT IMPRESSED.

“I’m not waiting until October”, I said to Ross. “And from what you’ve told me, he was a bully. He kept telling you what others had and what you want. I’m not interested in meeting with them.”

“Yes, you’re right. They’ve bullied their way through”, said Ross.

“Ring them up and cancel the appointment”, I directed. “Don’t get bullied into it.”

You don’t have to accept being bullied.

You don’t have to accept being told what you want and don’t want by someone who isn’t listening to you or who has ulterior motives for wanting you to go one way or the other.

It’s okay to stand up for yourself. You don’t have to be aggressive. You can simply say “No”.

You don’t have to get bullied into anything you don’t want to do.

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This week’s thought comes as a result of an Easter catch up with a long time friend and business colleague of mine – Libby Cornish.

I don’t recall how the conversation got here, however I think it’s a great point to note, especially if you’re in business or a customer service role or you’re dedicated to your customers.

Libby said, “The value is in the offer, Shirl”.

“What does that mean?” I asked.

Libby explained with a little story, “Years ago when I had my hair salons, I used to send welcome offers to new clients and also birthday offers. When we analysed the results, only about 20% of our clients presented the birthday offer so we decided to discontinue it. I didn’t think much more about it, until one day, one of my long term clients mentioned it. ‘You don’t send the birthday offers anymore’. That’s right. Not many people took advantage of the offer so we didn’t think it was valuable to our clients. ‘I would never take up the offer’, said the client, ‘However, I used to look forward to it because it was the only acknowledgement of my birthday that I got each year’, she continued.  Ouch. You never know the value you are providing Shirl. The value is in the offer.”

I don’t know about you, but this story really resonated with me. Thank you Libby.

We used to send birthday cards to our clients. Not just any birthday cards. These were cards that were handmade by Ross and which included one of Ross’ landscape photos on the front.

Not many people mentioned them, although I did notice a stack of them on people’s bookshelves when I visited offices etc. so we discontinued sending them.

I’m wondering now about the importance of the value those cards provided.

What are you doing in your business for your clients that you are questioning whether it provides value or not?

I guess you could ask your clients or just continue to do it or even start doing something, because the value is in the offer.

And for fun, not that I am really considering it, what would happen if I stopped sending the Weekly Thought because I perceive there is no value?

P.S. The Loyal Lieutenant – How The Second-in-Command Brings The CEO’s Vision To Life. Order your copy here, https://shirleydalton.com/books

P.P.S. Invite your friends to get the Weekly Thoughts delivered directly to their inbox. Go to https://shirleydalton.com/weekly-thoughts.