Outstanding customer service is a matter of perception

Is your customer service outstanding? Only if the customer thinks so. Regard-less of skills and intent, customer service is often a matter of perception. The greatest efforts and intentions go unappreciated if you and your customer are on a different page. Speaking their language, setting expectations and establishing trust enables you and your customer to share the same customer-service experience.

Speak their language

Swanie Marsh, a broker/Realtor for Carol Jones, Realtors, and life member of the million dollar sales club, says, "You've got to be on the same wavelength and say things in a way that your clients can understand."

If someone is a first-time home buyer, that person may be scared of the process and may need more education. Marsh says that Real-tors and lenders forget that trade terms are foreign to the customer.

"One particular time a client had been communicating with a lender who used trade terms common to the lending occupation, and it scared them to death. They were totally confused," Marsh says. "We Realtors are also guilty of that because we use the terminology every day. It's important to remember we have to talk their language."

Working with clients who speak another language offers additional challenges.

Marsh has worked with Romanians who use interpreters to help them understand the English language. "I have worked quite a bit with Romanians and have learned to say thank you' in their language. Just that small effort means a lot to them."

It is the responsibility of the Realtor to be able to create good communication, and according to Marsh, "If the customer doesn't understand you, it's important to re-evaluate your communication rather than assuming it's an issue of intelligence."

Set expectations

Helping your client understand expectations helps you to measure up, and clarifying the process educates your client on what to expect from you.

Tam-mie Tucker, a real estate sales agent for A.R. Wilson Realtors in Springfield, sets expectations by explaining the process with the customer at the beginning. "I let them know what to expect after one week, after one month and so on. I tell them where I'm going to advertise and when I will have a showing," she said.

Clarifying expectations promotes un-derstanding; however, we often fail to communicate to our clients the expectations we have of them.

Bonnie Schumacher, a sales executive and member of the president's club with Gundaker Realtors in St. Peters, says communicating boundaries increases your credibility. "I do not take a listing of a house I can't sell. For example, if the house has too many repairs or needs extensive cleaning. I want people to say she really lists some nice properties.'" Setting boundaries keeps the expectations clear and helps other professionals who want to show the property, she says.

Tucker stressed that we often forget to communicate personal boundaries so that the client doesn't have unrealistic expectations of your time.

"You have to be realistic and you don't have to apologize for your schedule personally or professionally," she says. "I offer the hours of 9 a.m. to 6 p.m. with the option of setting appointments for other times."

Tucker expressed the importance of setting aside time for family and self. "Customers understand that other professionals set appointments, and if they like you and trust you, they are willing to work with you."

Develop trust

Schumacher says that purchasing a home is a big investment, and trust is of utmost importance between client and Realtor. "If you don't trust your clients and they don't trust you, it is not going to be a smooth transaction."

It pays to be truthful even in sticky situations. Schumacher described some of the touchy subjects such as telling clients that they need to do some major cleaning or that there are too many knickknacks on the walls. "Sometimes new Realtors avoid telling a client your basement leaks and needs to be fixed.'"

Schumacher often has to tell clients things they don't want to hear initially, but she says it always pays off in the long run. "Clients need to know why their house won't sell. If the shag carpet is holding up the sale, they need to know."

Follow-up and follow-through are fundamental to promoting trust. "The greatest complaint against Realtors is failure to follow up," Schumacher says. "Sometimes agents fail to follow up with their customers or they unintentionally misrepresent themselves.

"They say, I'm going to do an open house,' or I'm going to advertise so many times,' then they fail to keep their commitments. Other times, new Realtors get overly optimistic and tell you they can sell your property in one week, making promises they can't possibly keep. You have to do what you say you are going to do."

(Marlene Chism is president of ICARE Presentations in Springfield.)