EP 412: Speed is the fast pass to client happiness with Jay Baer
Aug 28, 2023
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Marketing expert Jay Baer discusses the importance of speed in client interactions and how it equates to client happiness. He shares insights on generational differences in patience levels and advises agencies to prioritize speed in order to attract customers. The chapter also highlights the need to find the right balance between being too fast and building trust, and the significance of prompt response times in client communication.
Speed is a crucial factor for client happiness and needs to be prioritized by agencies.
Responsiveness and fast response times shape customer perception of an agency's competence and commitment.
Closing uncertainty gaps and improving communication with clients enhances trust and confidence in agencies.
Deep dives
The importance of speed in customer responsiveness
In a rapidly evolving business landscape, speed has become a crucial factor in customer experience and loyalty. Customers now expect quick responses and solutions to their queries or problems. Research shows that speed is especially critical when customers have pressing issues or when scheduling appointments or deadlines. Agencies and businesses need to focus on improving their response times to meet these customer expectations. Clients who receive fast, efficient service are more likely to view the agency positively and continue working with them.
The impact of speed on customer perception
Speed not only affects customer satisfaction, but it also shapes their perception of an agency's overall competence and commitment to their needs. Responsiveness is now considered a key element of customer experience and plays a significant role in brand loyalty. Studies reveal that customers equate speed with caring, and the perception of a swift response is associated with a higher level of trust and confidence in an agency's capabilities. By prioritizing speed and maintaining fast response times, agencies can strengthen client relationships and increase brand loyalty.
Closing uncertainty gaps and enhancing communication
Uncertainty gaps refer to the difference between what agencies know about a project or situation and what the client knows. Agencies often have access to detailed project plans and progress updates, but fail to effectively communicate these to clients. This information asymmetry can create anxiety and misunderstandings. By closing uncertainty gaps and improving communication, agencies can increase client confidence, enhance perceptions of responsiveness, and build stronger relationships. Providing clients with regular updates, even when the answer is not yet available, helps alleviate their concerns and reassures them that the agency is on top of the situation.
The potential of offering a 'fast pass'
Agencies can capitalize on the willingness of some customers to pay more for expedited services by offering a 'fast pass' option. A significant portion of customers are willing to pay up to 50% more to avoid waiting and receive prompt attention. Agencies that can rearrange their project sequencing and deliver faster results stand to attract more clients. By adapting their processes and offering prioritized services, agencies can gain a competitive advantage and capture customers who value speed and efficiency.
The urgency to act now
The need for speed is increasingly urgent. Waiting to improve responsiveness can result in missed opportunities and dissatisfied clients. As technology continues to advance and customers' expectations rise, agencies must embrace the challenge of becoming faster and more responsive to remain competitive. Waiting only gives competitors the opportunity to fill the gap and gain an edge. It's crucial for agencies to prioritize speed now, as it is likely to become the standard in the near future.
When you think about how you do business, do you find that you’re purposefully taking longer to respond to inquiries because you don’t want a client to believe you’re not busy enough? Or do you hesitate to answer right away because you don’t want that to be their new expectation of your agency?
Unfortunately, this is where many agencies get it backward. Clients already expect quick responses, regardless of how fast or slow you were the first time. In fact, speed is one of the most important factors for client happiness, and it will only go higher on the priority list from here.
Jay Baer has done intense research on this very topic and is sharing his findings with us. As many of you know, he’s always ahead of the curve when it comes to agency trends. And he’s passionately confident that agencies need to get faster so they’re first in line when a prospect calls them up. Because if he’s learned anything, it’s that speed will beat out price almost every time.
A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here.
What You Will Learn in This Episode:
The generational differences in patience in business settings
Speed is the most important factor for client happiness
The psychology of speed and how it equates to caring
Closing uncertainty gaps with clients
Creating a “fast pass” lane for impatient clients
The “Got it Audit” for the customer journey
When fast is too fast
The hierarchy of when speed is most important for client satisfaction
Where we get speed wrong in business decisions
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