"The best way that I have found to increase customer happiness and longevity is to reduce friction. Friction is anything that slows down the momentum of the customer experience."
This is great advice. For anyone with customers or clients, and especially for real estate agents.
Happy clients will be more apt to refer your services, share their positive experience with friends, and will be more likely to "give back" happiness. Which is better than giving you grief.
As for longevity, lifetime clients are far more valuable than one-time clients.
Are you creating friction with your customer experience?
Gammell gives a few examples of friction-causing, momentum-slowing business practices - like lengthy contracts or outdated policies - and advises to eliminate them if possible, or at least reduce their effects.
Again, great advice. So what might be slowing down your real estate marketing momentum? What's getting in the way of your clients having a truly wonderful customer service experience?
Friction: Not enough listing photos on your web site, or the photos are too small to see anything.
Less Friction: Get a Flickr account and post lots of big photos.
Friction: Long web contact form, or a confusing one.
Less Friction: Shorten your form to name, email, and phone number - contacting you shouldn't be considered work.
Friction: Complicated contract filled with RE terminology.
Less Friction: Reduce the friction by creating your own Glossary of Terms companion sheet, or a list of of the Top 5 questions that get asked regarding this contract.
Friction: Not enough information.
Less Friction: Provide information, write a blog, join ActiveRain, share, contribute.
Friction: You take a long time to return phone calls and emails.
Less Friction: Correct this - get technology tools to help you organize, make time, hire a service, whatever it takes.
Lower the friction and increase the happiness - your clients will notice.