Show Your Customers You Care
- August 21, 2009
- by Collateral Staff
- Business Tips
According to the latest data available from the U.S. Department of Justice, 67.5% of released prisoners will be rearrested within three years of being released from prison. While the rest of the world may call people with multiple arrests repeat offenders, in the bail world those people are called returning customers. While no one may wish multiple arrests on anyone, the fact is the recidivism rate in the U.S. is so high that there is the possibility for two out of every three clients to be needing your services again. The easiest business to land should be that of the repeat customer (unless, of course, they tried to skip bail and you returned them to prison), but often times this return business gets overlooked. How can you make sure that recidivistic clients use your services again?
Like many aspects of any business, customer service is key for garnering repeat business. It is important to create and maintain relationships with both the defendant and theindemnitor , as either could be calling you in the future. Customer service begins with the first phone call, so be sure to answer the phone promptly and professionally. After you have secured a new client, go above and beyond to show your clients that you care for them - send a handwritten thank you card within a week of earning their business, call defendants and remind them of upcoming court appearances or periodically check-in with the client andindemnitor to make sure everything is going well. The extra time spent establishing a relationship now can result in a bigger payback later.
How do you know if your approach to customer service is working? Ask! While not everyone is willing to provide feedback, most customers, both happy and unhappy, will take the time to fill out a brief survey or questionnaire about your business and services. Constructive criticism may not be the most fun to read, but customer reactions can provide valuable insight into what is and is not working with your business, and give you the opportunity to improve your client relations. Just remember that asking for input implies that you are willing to change how you run certain parts of your business. If you are not willing to take these recommendations to heart, it may be better not to ask for feedback. However, realize you are missing out on important information about how clients view your bail agency, and in turn could be missing out on important repeat business.
Even when a customer is technically no longer your client post-trial, there is no reason to close off all lines of communication. If a client is found not guilty, send a handwritten note congratulating them on the result of their case. If you have any giveaways with your bail agency's name and phone number on them, send over a few with your note. End your relationship with your client on a pleasant note. Just as first impressions are important, so are last impressions. If a client is found guilty and sentenced to serving time in prison, send a note to theindemnitor and a separate note to your client expressing your sympathy for the current situation. In addition, consider throwing community clinics geared towards recently released prisoners that includes information and resources on how to find a job,assimilating to society and staying away from crime. While this may seem counter-intuitive to gaining new business, do not limit these clinics just to your client base - with 67% of released inmates returning to prison, it is the unfortunate truth that you may find new clients down the road who remembered your agency from these clinics.
Bail agents have a unique relationship with their clients - bail agents are both a ticket to freedom and the holder of the key back to prison. By establishing a great personal relationship with your clients andindemnitors , you are less likely to have people skip bail and more likely to gain repeat business. The two most important things to remember are to put yourself in your clients' shoes and not be afraid to be personal. Though repeat clients will know what to expect, everyone is a first time customer once in their life. First time customers are scared, embarrassed and confused - by acting professionally while still being personable enough to help comfort the client orindemnitor, you will end up with a client for life, should your client need your services again.
