Looking at different professionals who provide their services independently, I see that a large part of them provide their services by focusing too much on their technical dimension, that is, on the specific solution that the client comes to look for (a medical treatment, a design, etc.), but they neglect its functional dimension, which is that part of the service that will make possible adequate and timely access to the technical solution (how to access the service, how is progress reported, what is required of it to get the service, etc.)
I think it is almost a natural tendency, since the technical aspect of a service is its specialty. For a doctor, it will be to treat the health problem, a lawyer will concentrate on solving the problem of his clients from the legal point of view, an accountant in which no presentation is omitted before the control bodies, etc.
But what about the process by which customers access that technical solution? This is what I mean by the "how." This is what C. Grönroos calls “ functional quality ”. I explain it to you with an experience today.
My husband had commissioned me to withdraw a power of attorney from the clerk's office, which according to what the clerk had told him, was going to be ready exactly one week ago. When I got to the clerk's office, a secretary attended me, he did some searches trying to locate the power of attorney I was asking for, he asked me more questions to see if I could get it, but he was not successful. Then he called another young lady who also tried in vain to find him.
Finally they called the clerk, who informed them that the power of attorney should already be ready, that they should look at such a folder, and if they did not take my phone to let me know when it was there. Evidently the power was not there.
I do not explain my obfuscation to you at that time, since I had traveled 20 kilometers just to withdraw that power, stopping doing other important tasks at home.
Had the clerk done his notarial work wrong? Probably not. Only that you missed giving your client accurate information. He estimated that the power of attorney would be on a certain date, so he communicated it to his client. Additionally, his work team did not have a method to know the status of a pending job, which wasted time for the client and perceived a lack of security in their actions. This is what I mean by functional quality (the "how").
The “how” is as important as the “what” when providing a service, and those who provide professional services must understand this other dimension that impacts their clients' perception as much, or sometimes more than the technical solution they provide.
What's more, they can spoil a good technical solution. A power of attorney (even if it is perfectly made) that is late due to a loss or lack of information can become totally useless for the client. Poor functional quality has destroyed good technical quality.
So I recommend that, if you provide professional services, you focus on the functional aspects of your service. Those who will facilitate or support essential service. Surely you should delegate these functions, since you must concentrate on making your irreplaceable contribution (you are the professional).
But if you want to distinguish yourself from many others who do the same, here are some aspects to consider.
• Establish mechanisms to track each of your work in progress. Accurate information about their status is of great value to your client (and they should not contact you personally or rely on your memory to provide such information).
• Keep your clients informed of the moments that will require their intervention. Remember that in a professional service the participation of the clients is needed to be able to make it effective (in some more, in others less, but none is saved).
• Professionals often have unforeseen events that change their schedule. If you can't avoid them, at least inform your customers of the changes immediately, and offer them some alternative plan to continue. You never know the impact that "leaving them hanging" can have on your customers.
• Facilitate customer access to you. Establish filters that allow you to personally attend to those who inevitably require you, and derive by offering solutions to others who can solve their problems or concerns by other means.
For this you can use automated means (a telephone answering machine with options, a web page with frequently asked questions, etc.) or people trained to resolve or refer each case to whom it may concern.
Do not forget that, in addition to being a professional, if you provide your services on your own, you are also an entrepreneur, and you must consider aspects that are beyond your discipline, but that have a great impact on the satisfaction of your clients.
