Applying “Gold Standards” in the Virtual Workplace

When you recognize great customer service, doesn’t it almost always involve interacting with someone who slowed down long enough to speak with you personally?  Or simply, to listen?  Or perhaps, someone who found a moment in their day to learn how to pronounce your name?  In essence, isn’t great customer service about intentional communication?

I had a conversation recently with David, a very astute and attractive Charlotte-based attorney, turned independent sales representative, turned financial advisor.  He regaled me with stories of how he applies a Ritz Carlton “Gold Standard” approach to serving his clients – a majority of whom have 7-figure incomes.

Ritz Carlton’s “Gold Standards” begin with three simple Service Values:

1. build strong relationships and create “guests for life”
2. respond to both expressed and unexpressed needs and;
3. create unique, memorable and personal experiences for guests

David talked rather passionately about the importance of building strong relationships by staying in touch.   “The clients I work with need time to get to know me.  Especially,” he told me, “with the hit the financial services industry has taken these past years.”

David secured plenty of new business during the economic downturn because other financial advisors were not intentional about communicating with their clients.  Many financial advisors had too many clients to connect with.  They remained silent as their clients watched their investments and life savings evaporate, right before their eyes.  What’s worse, some did not reach out because they were too afraid to discuss the bad news!  They made it easy for service oriented financial advisors like David to convert their clients – simply, by providing routine opportunities to speak with him personally.

Our conversation got me thinking about great customer service.  I wondered, is the “Gold Standard” transferable?  What would happen for instance, if corporate work teams or other remote workers adopted such a policy?  Is it possible to create “guests for life” even if you are hundreds of miles away?  If so, how?  What would that look like?  Would we be more connected?  More effective?

Curious, what’s your opinion?

How can virtual teams, internet-based businesses and work at home professionals build strong relationships and create personal experiences for our “guests” (clients, customers, co-workers, team members, etc.) when we don’t see them every day?