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Dr. Kelly Henry, a successful Dallas chiropractor turned small business coach, believes small businesses must improve their customer service to survive and thrive. Dr. Kelly shares the formula he uses to help businesses achieve a 25 to 95 percent increase in profit. Great customer service is becoming known as the best form of marketing but Dr. Kelly shares how overconfidence and a transactional mindset will limit your success.

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Episode Summary

I had the opportunity to buy-out a couple of chiropractor practices throughout the years from retiring chiropractors who had let their businesses decline to the point there wasn’t much value left. So I made a mental note that I would not wait to sell my practice until the end of my career but instead, I would sell my business at the peak of its value.

I built my chiropractic business on the foundation of great customer service. Along with my chiropractic work, we decided to specialize in great customer service to help promote and grow the business. It was a 20-year long journey with coaching along the way that helped me find success and provide a great customer experience.

In my book Define and Deliver Exceptional Customer Service the formula I use is based on a study done by the Harvard Business School. In that study, they found out if you can improve your customer retention rate by only 5 percent it can lead to a 25 to 95 percent increase in profit. When we coach clients we begin with the 80-20 rule, we start by focusing on the most important 20 percent of customer service interactions that impact 80 percent of the customer experience. 

The two main areas I see that hold a company back from delivering great customer service are overconfidence or a transactional mindset. What I often say is we need to learn to serve better in order to sell more. I have found that in the early stages of a new business they often provide better customer service but over time, as they begin to grow, they lose that focus on customer service. They start shifting into that transactional mindset which can be detrimental to the growth and long-term viability of the business. 

When it comes to online businesses, there are three critical areas they can focus on to improve their customer experience. The first is to be faster or more convenient, the second is to be more friendly, the third is to resolve problems quickly. You might not be speaking with customers face to face but you can still offer exceptional customer service by excelling in these three areas. 

Resources Shared

• Define and Deliver Exceptional Customer Service
• Dr. Kelly Henry Business Profit Coach
• Burn Your Goals
  

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