Email is often the primary way we contact and interact with clients. The way your business handles these communications is essential for delivering world-class service. The problem is most of us are drowning in emails. According to The Radicati Group, a technology market research firm, the average business email account sends or receives 125 emails per day in 2015, up from 105 in 2011.1
So how does the liberated CEO deal with the onslaught of emails? By reducing the number of business email accounts sending and receiving emails from one per employee to one for the whole firm. We believe the approach, while unorthodox, can provide clients with unified service and create a greater sense of ownership and commitment by employees.
Create a Single Email Account for Clients
We give all clients a single email address and provide all employees who work with clients access to that account. This approach funnels all communication into one location while distributing the responsibility to answer communications to a wider group. At Navigoe financial planning, we have found that a single-email approach is beneficial because it:
- Simplifies client communication by giving them a single point of contact
- Provides continuous coverage—clients never receive “out of office” notices—someone is always monitoring their portfolio
- Reduces response time, enhancing customer service
- Improves customer confidence in our firm
- Limits clients’ need to find the “right” person to answer their query—the right person simply responds to the email
- Creates greater transparency of client correspondence within the firm by relying less on a single point of contact
- Constructs a system of checks and balances that helps ensure superior service
- Limits potential spam entering the account
- Minimizes the problem of client emails getting stuck in the system’s spam filter
This approach may seem counterintuitive. It goes against the trend of outsourcing everything and checking email only twice a week. It also adds another email account for your employees to monitor. But this approach is another example of how systematic customization allows for the delivery of a world-class experience, rather than simply seeking to maximize employee efficiency at every opportunity.
1 – Sara Radicati and Quoc Hoang, “Email Statistics Report, 2011-2015,” The Radicati Group, 2015.