Ted Werth got frustrated trying to solve his father’s
technology problems in Washington, D.C., over the phone from Boston. So he
started PlumChoice Online PC Services Inc. in 2001 to provide 24-7 remote
repair and support for digital devices.
Early on, Werth interacted with most of the customers. But as
the company grew, his 650 employees began to handle most of the direct contact.
“One of the biggest issues with companies as they grow is that
the people who are making decisions get further and further separated from the
actual customer,” says Werth, chairman and CEO. “Once you get removed from the
customers … it’s become more of a theoretical process than a real process of
how you work with customers.”
To maintain that connection with customers, consistently
expose yourself to them and their reactions to your service.
Werth does this by monitoring calls between employees and
customers at least weekly — sometimes even participating.
Not only does that give you insight into customers’ issues,
but it also lets you monitor how employees are providing solutions.