When I call my favorite airlines, if I don’t get the answer I was hoping for or am having trouble getting the person to understand my request, I don’t continue trying with the same person. I politely end the call and redial to get someone else. More often than not I am able to get closer to what I am requesting by taking this action. It is a hidden benefit of working with a large firm.

The problem with a small company is that there is no one else to call – except another company. And if you think people do this, but certainly not to your company – I ask you to reconsider. Loyalty is harder than ever to come by and even harder to maintain. People have so many options and there is so much noise. Not having the skill set to help a client is one thing. Not having the ability to listen and service a client is unacceptable for a small firm. Some of the most powerful perceived benefits of working with a small firm are the lack of inflexible bureaucracy and the higher level of understanding and personal service.

One firm I work with was sure they were offering above and beyond service. Then they installed recorded phone lines at the firm and periodically would listen in for the “exemplary” service. To their dismay, it wasn’t what they thought. If you haven’t listened to your front line employees lately, don’t take it for granted that they are doing a fantastic job. Find out for yourself. And if recorded lines are not an option, try having a “mystery shopper” test your service. Why? Because if service is an expectation of your clients, the only option they have if they are not being serviced is to call another firm. And they will.