03/ 28/ 2002
Support Staff Fundamental to Good Service
By Laura Bell
Lasting past the launch stage and moving forward toward long-term profitability demands excellent support staff. This is tricky in the early years when most new CEOs wear several hats. Yet neglecting to increase support staff can cost your business in the end.
Kip Morrison has run her own PR firm, Kip Morrison & Associates, in the Los Angeles area for 22 years. With only five employees, she stresses that customer service has to be your company's main goal at all times, no matter how busy it gets. Her advice:
- Your customers get an initial image of your company by how they are treated on the phone. Morrison despises automated phone systems and doesn't have one.
- Morrison hates being put on hold and instructs staff to avoid this at all costs. When unavoidable, the person who answered comes back and reminds you that it will "be just a minute."
- Morrison makes it a point to train her receptionists on how to direct calls, and to answer calls within three rings.
- If you have to leave your phone unattended for any time during the regular business day, Morrison suggests putting somebody else's voice on that tape.
- If you think the increase in business is temporary, bring in temp workers. Good ones can save the day and maybe longer.
- Consider hiring relatives. Teenagers with the right incentives do a great job.
- Many small business owners neglect college interns as a source to stretch the staff budget. Interns need work experience and may end up being valuable employees. Morrison used many during the first 10 years and ended up keeping several past their graduation as full time employees.
Morrison emphasized that the early years are a complete balancing act. "You have to learn how to trust and know when to let go and move ahead," she concluded. All of this takes pa tience. Image and customer service is top priority. It is one of the main keys of moving you towards long-term profitable growth.
This article originally appeared in the July/August 2001 issue of MyBusiness Magazine, NFIB's member magazine.
